Research + Messaging Beats Design Start with words. Pictures and graphics can be helpful but not if your message doesn't move. Dan Kennedy often spoke of the 3 Ms: Message, Media and Market. You've got to deliver the right message to your market through the right media. Take a look at this very simple text add that ran on Meta (Facebook and Instagram). As plain as it is, it brought a 12% click through rate (CTR). This ad resonated because we started by researching the target audience and...

Direct Mail that Gets People to Call You. We've all thrown away "junk" mail without reading it. But we've also taken unrequested letters into our homes, opened them, and read every word. Direct mail, if done properly, can still be highly profitable. Why did the roof repair letter above work? 1) It didn't look like a typical ad. The letter came in a hand-addressed envelope. 2) The headline called out the problem and straight-forward benefit. 3) The subhead was very specific to the hail storm...