I recall many years ago there was an award given for winning direct mail packages that remained a control for at least 5 years. I always thought this was curious…was it a control for 5 years because it was so invincible or because the marketer wasn’t testing enough? [NOTE: For this post, I’m defining ...

In the 1976 film, All the President’s Men, which depicts the Watergate investigation (do any of you remember what that was?), there is a character named “Deep Throat” who meets the eager reporters (Bob Woodward and Carl Bernstein) in a parking lot where he feeds them information slowly, over time, which builds to the climax of ...

The end of the year is a wonderful time for reflection…to celebrate our wins…think about what we learned…and to spend time expressing gratitude to those who helped us with those wins and learnings. The end of the year is also a good time to think deeply about our businesses…and the deeper I go, the ...

In his book The Road Less Stupid, Keith Cunningham (entrepreneur, speaker, author, and business guru) suggests that these three questions should be asked prior to making any major business decision:1. What is the upside?2. What is the downside?3. Can I live with the downside?And I would add a fourth:4. Can you identify, protect (and even exploit) ...

I received this email from someone in my online family this past week:I know you started off as a list manager. Do you know of or maybe you have a course on how to pick or segment lists? All the great copywriters agree this is the most important part. I can find a lot ...