About Craig Huey
The #1 authority on accountable advertising
He's recognized as one of the top direct response marketing experts in the nation.
Mr. Huey has helped entrepreneurs and small companies increase their business, mid-sized companies grow even larger and all kinds of companies, both B2B and consumer, sustain this growth and thrive in many different economic climates.
Mr. Huey has helped entrepreneurs and small companies increase their business, mid-size companies to grow even larger, and all kinds of companies, both B2B and consumer, to sustain this growth and to thrive in many different economic climates.
In addition to publishing Direct Marketing Update and the industry newsletter, Direct Response, Mr. Huey is president of Creative Direct Marketing Group, Inc., a full-service direct response advertising agency, and InfoMat, Inc., a postal and email list brokerage and management company.
Email Craig at craig@cdmginc.com
Discover new profit-boosting direct marketing secrets each month in the Direct Response newsletter.
Direct Response is the nation’s leading direct marketing newsletter. In each issue, you’ll catch up on the latest test results, breakthrough strategies and techniques to get you the most return for your dollar.
You’ll discover…
- New opening paragraph techniques that can increase your results by 20% to 30% or more
- 7 surprising website blunders that lower response
- 8 tips for easy ordering that will help you boost your response
- 4 little-known direct response recession-beating strategies
- Fatal errors in preparing industrial catalogs -how to avoid them while increasing your responses substantially
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TAG | advertising
26
Recession survival tip: What you can learn from others’ mistakes
This look at recession marketing goes way back to the 1920s: It’s a case study of two cereal companies that you and I know well—Kellogg and Post.
It’s hard to imagine now, but before the Depression, ready-to-eat cereal wasn’t yet a staple in the American diet. So when the economy took a dramatic dive, the effect on consumer demand for cereal remained uncertain.
11
Recession survival tip: A little personality goes a long way
Why do some brands outperform their competitors over and over? ‘Cause they’ve got personality.’ (Sing it, Lloyd Price.)
If you’re in the Northeast, you probably remember the electronics retailer known as “Crazy Eddie.” If you’re in Southern California, then you know the personalities of Larry and Irwin of mattress retailer Sit-N-Sleep.
Personality can be an even more powerful sales tool in a recession, as you’re battling greater skepticism and fear from your prospects. Just as consumers pick their friends based on personality, they often pick companies for the same reason.
advertising · Direct Mail · Direct Marketing · recession survival tip
15
Direct mail: How a unique format can give you a marketing breakthrough
Few marketers have tried the tabalog, but it is a powerful way to break through the clutter and help you dramatically increase your profits.
With a coated-stock cover, the tabalog stands out because of its unique size—enlarged from typical magazine dimensions to 11″ x 12″. For comparison, open your Sunday paper and pull out PARADE magazine. It’s a little smaller than a tabalog but similar.
8
98% of direct mail marketers overlook this success strategy
You’re one of the 98% if you’ve never considered a bookalog.
What’s a bookalog? It looks and feels like a paperback book—but it is actually a persuasive sales piece for your product or service.
When it’s done right, your prospects can’t tell the difference.
The format alone builds the credibility of its author—usually the president, entrepreneur, expert or personality representing your company. Why? Because people trust an author as an authority. This additional credibility then persuades the reader to respond to your message.
What differentiates a bookalog from other books is that every word, including the title, is direct response copy.
