Who am I?

I’m the type of person who thinks about questions like these:

1. Why do digital banner ads that simulate paper almost always win?

2. Why do image-dominated emails beat text-dominated ones, even though most email platforms block out graphics?

3. Why does the most vanilla-looking direct mail often beat the 4-color stuff?

(Answers Below)

As a savvy Direct Marketing professional, it’s my business to know the answers to such questions. Answers backed by empirical results. Because, as you probably know, in our world the answers to questions like these can often mean the difference between a winner and a bomb.

But that brings up another question: how do you integrate such necessary attention to detail with big picture thinking – like branding?

That’s one of my specialties as well.

My “Formal” Bio:

For many years, I was head creative director of a staff of about 25 creative people for Time Inc.’s in-house direct response ad agency. We produced over 5,000 rigorously tested Direct Marketing efforts a year for top shelf clients. Clients for whom the integrity of the brand was just as important as the response. Before that, I worked as a copywriter for well-known ad agencies (that specialize in branding) such as Foote Cone & Belding.

I’ve also got a PhD in American Studies (from New York University) and have published five collections of poetry.

So, my background – my life, really – is all about integrating the big canvass with the tiny detail. The brand with the tactic. The art of communication with the science. The dream with the reality. Email me – and we can discuss how to integrate both sides of your project's story to get great results.

(Answers)

1. As a species, we are fascinated with imitation. As Aristotle remarked: "the instinct of imitation is implanted in man from childhood...and no less universal is the pleasure felt in things imitated."

2. As long as people are interested in the sender and/or offer/message in the subject line, they simply click “allow images” to find out more.

3. Before opening mail, people perform a mail box sort. Anything with 4-color on the outer often gets throw into the “junk mail” pile.