Increasingly, marketers understand the power of #emotions. Product features and benefits are essential, but someone’s need, connection, or desire often motivates the actual purchase. Look at some of the most iconic brands on the market. Johnson & Johnson doesn’t sell Band-Aids based on their adhesive properties. They convey care by showing a crying child being soothed by a loving parent. #Nike doesn’t sell shoes based on the resilience of its soles. They show athletes overcom

What’s one of the keys to creating great Direct Mail copy? Keeping it tight! Over the years, the amount of #copy used in Direct #Mail campaigns has dropped. In fact, according to Who’s Mailing What! (WMW!), a national database of direct mail, the amount of copy used in direct mail pieces has dropped by a whopping 62% over the past two decades. WMW! discovered this trend after analyzing its direct mail database for its “Top 21 Direct Mail Trends for 2021” report. It cites Amaz