Some advice from direct mail guru Herschell Gordon Lewis:
BW: What’s one piece of advice you’d want to share with young marketers entering the profession?
HGL: The main tip I would give to anyone invading our field is to read as much marketing material as you possibly can find— sent out by anyone. Then, analyze it and think, “If this was aimed at me, what would my reaction be? Would my heart beat a little faster? Would my blood pressure be a little higher because I didn’t have the product?” If you can build a library, even internally, of what you recognize as motivators, then you will be a success in this business.
HGL: The main tip I would give to anyone invading our field is to read as much marketing material as you possibly can find— sent out by anyone. Then, analyze it and think, “If this was aimed at me, what would my reaction be? Would my heart beat a little faster? Would my blood pressure be a little higher because I didn’t have the product?” If you can build a library, even internally, of what you recognize as motivators, then you will be a success in this business.
Via Brandweek
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