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Michael Walton

Recent Posts

9 Musts for a Great Direct Marketing Campaign

By Michael Walton on Aug 30, 2017 10:00:00 AM

Launching a direct marketing campaign is a bit like piloting an airplane: skip the preflight details and you could be making an emergency landing in some remote cornfield; overlook the basics and you could be setting yourself up for a crash. Long before you roll down the runway, make sure you haven’t neglected to address these 9 musts for implementing a great direct marketing campaign.

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Overexposed & Underwhelmed: 5 Tips for Marketing to Short Attention Spans

By Michael Walton on Apr 20, 2016 8:26:25 AM

Imagine being invited to a party whose guest of honor is someone you’ve been dying to meet. The place is packed. The cacophony of voices is deafening. Throughout the evening you make many attempts to introduce yourself, but you only get a few measly seconds of eye contact before their attention is drawn away by hordes of others trying to do the same thing.

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Winning the Short Game: How Copywriters can Succeed with Today's Abbreviated Digital Formats

By Michael Walton on Jan 20, 2016 3:22:52 PM

Pundits say that Americans now spend up to 60 hours a week engaging with media¹.   In fact, with active and passive consumption (e.g., watching TV while surfing the web and/or reading tweets) it is actually possible to sit through more than 24 hours of linear content in a day. 

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The Direct Marketing Troubleshooter: If Your Response Rates are Down, Stay Calm—and Read on.

By Michael Walton on Dec 16, 2015 9:10:28 AM

You’ve done your due diligence.  Still, your direct marketing response rates are sagging like an old pair of stretch pants, or waning like voter turnout in a midterm election.  All eyes are on you. Just yesterday, your boss flashed you his infamous death stare when you passed in the hallway.  Your heartrate is up.  It’s panic time.

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Full-Service Marketing Agency Defined

By Michael Walton on Nov 12, 2015 8:19:15 AM

Immerse yourself in the marketing world long enough, and you’ll likely hear some pretty interesting terms and phrases.  For example, have you ever considered what the term “full-service marketing” means?

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Is Groupthink Killing Your Creative?

By Michael Walton on Nov 3, 2015 9:20:40 AM

The experience was all too familiar:  I was well into developing a new brand identity for a large company.  Great ideas sprang forth like daisies—not just from me, but a surprising range of people across the organization.  Yet these were quickly trampled and discarded by an onslaught of naysayers or literalists who held enormous sway because of their position.  This went on for weeks, squandering untold hours, fraying nerves, disrupting productivity and costing the company a pretty penny.  

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Rebrand and Be Damned: Why companies should think carefully before doing a marketing makeover

By Michael Walton on Sep 11, 2015 11:22:03 AM

Major companies spend millions, sometimes billions to create or recreate a distinctive identity, including a logo, tagline, unique selling proposition, vision, mission statement, plus various other brand accouterments. This is certainly time and money well spent, since brand equity is often the most valuable asset an organization will ever own.

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The Play’s the Thing: Gamification as Direct Marketing’s Latest and Greatest Involvement Device

By Michael Walton on Jul 28, 2015 7:28:23 AM

Back in the day, when direct marketing was new and giants like Les Wunderman and “Rocket” Ray Jutkins roamed the earth, you engaged audiences with proven performers like stickers, written checklists, tear-off coupons, membership cards and so forth.

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You Had Me at the First Paragraph: How to Make Your Opening Copy Irresistible

By Michael Walton on Jun 24, 2015 11:14:43 AM

So much which is a pleasure to write is a pain in the neck to read.
-Michael Frayn, playwright

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Stock Photography Could Be Meeting Your Needs but Killing Your Brand

By Michael Walton on Jun 10, 2015 10:38:12 AM

With free tools available online, almost anyone can publish decent compositions of text and images seen by millions in minutes. But just as having a driver’s license doesn’t make you a Formula One racer, access to stock photography doesn’t always beget great creative.

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