A CPA firm spends $11,200 on a Web site that attracts only a handful of visitors. An insurance agency invests $80,000 in an advertising campaign and no one sees the ads. An alternative health clinic sends out 8,000 direct mail fliers and gets 26 responses. A manufacturer spends $28,000 on an attractive brochure that no one uses.

Many in business have elevated the process of marketing to an almost magical, mystical level, either to help them maintain control, or because they don’t understand the process. In this article, John Graham examines six basic principles that will make marketing work.

PR: A NEW TWIST IN DIRECT MAIL by Jack Burke Government and business have become unusual bedfellows in a unique and exciting direct-mail marketing concept. A joint project involving the aut...

SEVEN TIPS FOR KILLER HEADLINES! by Patricia Berry As with good ad copy, all successful headlines use specific formulas. Patricia Berry shares seven top headline-writ...