The Age Curve: How to Profit from the Coming Demographic Storm

Direct Mail’s Magic 2 Percent

I can remember a very tense meeting in my office at KGA Advertising about seven years ago. The potential client wanted to understand the in and outs of direct marketing—in this case, direct mail. She owned a company that represented celebrities and public speakers who were typically hired to deliver keynote speeches for major organizations and corporations. The problem was that her sales had fallen off significantly and she was looking for a new way to promote her stable of speakers, especially some whom she had recently signed.

I knew she was a “just-the-facts” person, so I invited the owner of the direct-mail agency that KGA often partnered with to join me in the meeting. I did not want to get stumped on a question ...