how cool would it be if this stuff was as simple as "do this, do that, put the burst here, say 'free issue' six times, and you're sure to beat the control"? (come to think of it, that wouldn't be cool at all. we'd be out of business. never mind.)

truth is, it's all about listening. and creating a connection. and balance.

we think that it's absolutely essential to connect with our audience on both a practical level ("what's it gonna do for me?") and on an emotional level ("how's it gonna make me feel?"). but we also need to make sure that we balance it with an intelligent use of the direct marketing techniques — both classics and ones of our own creation — that we know will lift response.

so the challenge then becomes one of juggling all of these elements — and making them support each other to advance a single, compelling idea.

that's how we work. easy, right?