This Dog Will Die, Unless …

October 2006 By Steve Tharler

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People want to “do the right thing” — and not feel guilted into it — but sometimes, it’s hard to prioritize which right thing is the thing to do. Help them understand this. Look at the LIVESTRONG bracelet phenomenon. What can you learn from that approach about where peoples’ heads are?

Emphasize the importance of the unique relationship between you and them, and I bet you’ll see some pretty doggone good results.

Steve Tharler is chief guide at THARLER DIRECTs, where he provides strategic planning, mentoring and creative services to clients. He can be reached directly at 508.653.6840 or steve@tharlerdirects.com; or visit www.tharlerdirects.com

Companies Mentioned:

DMA Nonprofit Federation

Lance Amstrong Foundation

THARLER DIRECTs

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FROM THE BOOKSTORE

<P><SPAN style="FONT-SIZE: 10pt">“Hey, stuff happens”—the cliché is a cliché for a reason: because it’s true. It always has been and always will be, and that is why insurance, and subsequently, insurance marketing, will never find itself out of a job. And, believe it or not, the oft-neglected direct mail channel has proven itself to be the most successful in lead generation when it comes to insurance marketing. </SPAN></P>
<P><SPAN style="FONT-SIZE: 10pt">Everything you need to take advantage of this growing market is right here in Insurance Marketing: The Competitive Intelligence Report. It’s full of direct mail trends, best practices and analysis, including formats, copy and design, premium usage, seasonality trends, branding and integrative marketing.<B><BR> <BR></B>You’ll get dozens of insurance direct mail trends based on research from DMIQ’s Who’s Mailing What archive, plus in-depth analysis of grand controls and campaigns from some of the biggest insurance giants in the business, complete with: </SPAN></P>
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Insurance Marketing: The Competitive Intelligence Report

“Hey, stuff happens”—the cliché is a cliché for a reason: because it’s true. It always has been and always will be, and that is why insurance, and subsequently, insurance marketing, will never find itself out of a job. And, believe it or not, the oft-neglected direct mail channel

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Secrets of Direct Marketing Testing

Available as a PDF

A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.

Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving

...

ORDER NOW

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Bob Knight - Posted on October 25, 2006
Very good! And how true.

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Bob Knight - Posted on October 25, 2006
Very good! And how true.