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Humor Appeals

A recent commercial was a huge hit in my household. It shows a husband and a wife looking over the paperwork to purchase a vehicle, and the salesperson tells them that they are going to love their deal. The husband responds by stating that he has a great poker face,…

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Reinforcing Your Value with Postcards

Last month I had professional headshots taken at diSogno Photography for use on my website, in membership directories and for bylined articles. This week I received a postcard from the photographer. He used my images as the art on the face and included a thank you on the back. Thi was…

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Miscalculating the ROI of Social Media

In Ed Schipul’s Personal Brand Era presentation to the PRSA Georgia crowd yesterday, he cited stats about the of success of small business owner Gary V’s venture into social media marketing as highlighted in popular Social Media ROI: Socialnomics video. The issue I discussed with Schipul afterwards is how the example…

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Mailing List Hygiene and the NCOA

When you submit a mailing to a direct mail house, they run your list up against something called the NCOA (national change of address) database. This list of physical addresses is updated quarterly using the information that mailing recipients provide when they move to a new home or office. In an era…

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Respecting the Opt Out List

In honor of the death of John Jay Daly, former president of the Direct Marketing Association and  founder of the program that allows consumers to opt out of direct mail marketing campaigns, I thought it be valuable to revisit the topic of email and direct mail marketing preferences. The most…

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