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Elaine Claussen

Recent Posts

Can BRCs Still Compete in a Brave New Digital World?

By Elaine Claussen on Apr 22, 2015 1:52:25 PM

Business reply cards (BRCs) have deep roots in American marketing, starting as far back as 1928. They’ve been around longer than Medicare. Frozen foods. Scotch tape. Canned beer. Teflon. And even Monopoly. But despite their longevity—or perhaps because of it—some companies may question their effectiveness in today’s highly digital world.

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When 0% Response Means You Nailed It

By Elaine Claussen on Feb 26, 2015 11:18:32 AM

When was the last time you launched a direct marketing effort with the goal of generating a 0% response? (Nope, that’s not a typo. There is no digit missing in front of the zero. We’re talking zip. Zilch. Nada.)

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The Creative Tango: Who Leads—Design or Copy?

By Elaine Claussen on Jun 19, 2013 8:13:42 AM

Does brilliant design inspire exceptional copy...or the other way around? Or, are they inextricably intertwined? And what role does the medium play in what takes center stage?

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Presto Change-o! How to Turn a List of Features into Brilliant Benefits

By Elaine Claussen on Feb 26, 2013 12:20:32 PM

Admittedly, it’s not brain surgery. And it won’t solve world hunger. But the practice of transforming a corporate litany of product or service features into dynamic, can’t-live-without-‘em benefits can often mean the difference between generating a qualified lead...and suffering the deafening silence of non-response.

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