I receive a lot of direct mail. And, it takes a lot to get my attention when it comes to direct mail. So, I will hold on to and remember anything that sparks my interest. Just recently, I received a great dimensional mailer from 3dpapergraphics.com that I want to share.

Now, I wouldn’t recommend mailing it in an a window envelope the way I received it but, I was tickled when I opened the piece and out “popped” three more pieces. I admit, I was startled at first but then I realized how fun, creative and attention grabbing this direct mailer is. It’s definitely a great idea to keep something like this in mind if you’re struggling with the same lackluster mailers.

Have you received any creative or fun direct mailers lately?

I’ve always been of the opinion that blogging helps keep writing skills sharp. And, working in PR, I’ve learned that writing is, no doubt, one of the most important skills I can possess—and a skill that I can never stop improving.

In addition to keeping writing skills sharp, there are other benefits to blogging. For instance, with social media on the rise, if you want to start a blog, and you want your agency to help launch your blog, your agency better have some experience in it so they can develop your strategy and then help you have a successful launch.

More than that, blogging allows you to develop relationships with your followers, connect with other like-minded bloggers and professionals, appear higher in search engine rankings and increase Web site traffic.

Beyond the benefits, however, blogging is enjoyable. For me, it allows me to take my love for writing and combine it with endless creativity. Plus, it’s an outlet for me to write about topics, such as Peyton Manning, football, mustaches or Tiger Woods, that I don’t get the opportunity to write about in my daily job.

Do you have a blog? What are some benefits you’ve discovered through blogging?

So, tell me which word—“we” or “you”—makes a stronger statement in B2B advertising, web copy or direct mail? That’s right; “you” is the best approach for drawing your customers to your message. That’s who is being addressed and that’s who will ultimately buy your product. So, give all your headlines and copy the “you” treatment for maximum effectiveness.

A few strong “you” headlines:

IBM: “What if your supply chain saw what you needed before you did?” Two “yous” and a “your” in a question.

Panasonic Toughbook: “In your world, your computer should be your fortress.” Packs three “yours” in a short, punchy headline.

Scottrade: “No one has more vested interest in you, than you.” Two “you” references in an intriguing statement.

Compare those with these national advertisers’ much weaker “we” statements:

“We turn business problems into wireless solutions.” Huh? What’s in it for me?

“We speak car. And apparently quite well.” If you’re trying to impress me…

Do you have any great “you” headlines to share?

In design there is always a risk in deciding what imagery to use in your advertising. I stumbled upon this flickr page that poses the question, “what if we went in another direction?” The site showcases a wide range of “re-worked” movie posters from the past.Coming from an art background, it was like a breath of fresh air to see a more risky approach that still holds true to the content but that is presented in a new and fresh way. I feel that B2B advertising can gain from this theory as well. Instead of always sticking to what others do, why not push the envelope and do what no one else is doing? Get that creative edge and really stand out.

What do you think? Is breaking apart from the pack too risky? What other examples really stand out to you?