The Ultimate Taboo? Using Humor in Direct Response

Among the rules Lee learned as a young copywriter was this: “Don’t use humor. There’s nothing funny about separating a man from this money.”

But humor, he’s since discovered, does have a much-needed place in copywriting.

The 21 Truths About Generating Qualified Leads

“Over the past 35 years, I have been involved in the development and deployment of scores of business-to-business lead generation programs. Here are the 21 most significant truths I’ve learned.”

The Test Test

Testing is a more important factor in direct marketing success than ever. Yet we’ve seen marketer after marketer limit or eliminate the amount of testing they do. And major marketers fail to look at issues that can have the largest impacts on their businesses. Hence, this Test Test.