The difference between the two BIG verticals of direct marketing — alternative health and finance — are as clear as the headline on a mail order magalog.
In alternative health, you can run an ad for YEARS without changing a word of ad copy.
Yesterday’s winning colon cleanse pitch will likely sell as well today as it does tomorrow.
Not so in financial and investment advertising.
Sometimes ad copy can even be laughably out of date in a matter of weeks.
Sovereign debt crisis anyone?
But neither is it true that you have to TOSS a winner in favor of a completely new treatment. [Read more…]