His New Business direct mail package for Harvard Business Review was the control for 12 years, from 1991 to 2003. His 1989 voucher for U.S. News & World Report was one of the first vouchers in the industry.
His digital media launch credits include all of MarketWatch.com‘s e-newsletters, and The Motley Fool’s Rule Your Retirement e-newsletter.
Jeff was one of the first marketers to recognize the Web as a direct response medium. He is the author of the first book chapter published on direct response copywriting for the Web, a chapter entitled “Copywriting for Online Media” in the book Write on Target, The Direct Marketer’s Copywriting Handbook by Donna Baier Stein and Floyd Kemske, (1997, NTC Business Books, Lincolnwood, IL).
His articles or samples of work have also appeared in:
30 Top-Performing Copywriting Samples to Steal
A reproduction of my launch package for Mindful with explanatory notes on the copywriting.
The Secrets of Emotional, Hot-Button Copywriting
Denny Hatch, Direct Marketing IQ 2010
“Minor Elements That Make a Major Impact”
InsideDirectMail June 2009
How and why “small” components like L-shaped order forms and images of scissors on a dashed line work to increase response.
Reprinted in Design & Formats for Boosting Direct Mail Response, Direct Marketing IQ, 2012
“Guides, Gifts, and Useful Tools”
InsideDirectMail August 2008
The outer envelope for my Yoga Journal control was reproduced as an example in aOE reproduced in this article.
“Sound Salesmanship is the Spine of Easton Press’ Control Package”
Inside Direct Mail March 2004
In-depth analysis of my “100 Greatest Books Ever Written package (Easton Press), cover story by Paul Barbagallo.
Gold Award, CIO
Folio: Circulation Direct Marketing Awards for “New Magazine Launch: Business/Trade”
“There isn’t much time to get the attention of the chief information officer and then get him to take action. Therefore the package had to be official but also ‘important’ enough for a secretary to pass it on to the boss . . . a direct request package that stands out from the clutter.”
Gold Award, Wired
Circulation Management, for New Business Subscription Promotion
“An outstanding package targeted to business lists, communicating the benefits and contents of the magazine that relate specifically to that audience. Good letter with effective highlighting and innovative P.S. Some humor also. The package is quite expensive, but the lift is good, so it still beats the control on a P&L.”
Silver Award, Business 2.0
Circulation Management, Business Magazine Launches
Axel Anderson Grand Control
“100 Greatest Books Ever Written,” Easton Press, 2004