elephants in your mailbox by roger horchow - direct catalog marketing book

What I Learned from “Elephants in Your Mailbox”

Last updated 10/25/2021 ◌ First posted 10/19/2021 ◌ 17 minute read

I read the book “Elephants in Your Mailbox: How I Learned the Secrets of Mail-Order Marketing Despite Having Made 25 Horrendous Mistakes” by Roger Horchow. It was fantastic!

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ad age amp holiday gift guide ad insider header

I’m An AdAge “Ad Insider”

Last updated 10/25/2021 ◌ First posted 11/21/2020 ◌ 2 minute read

Look, it may not be the most official declaration they’ve ever made, but I don’t care – it’s in print on the website and I’ve got the screenshots to prove it. I’m an “ad insider” according to the best advertising magazine out there.

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evergreen content - a website forest

Evergreen Content: The Content Forest Audit

Last updated: 10/25/2021 ◌ First posted: 3/20/2017 ◌ 6 minute read

Evergreen content makes even more sense than you think.

It’s a perfect metaphor for always-useful content. But do you know that it can imply so much more, and even give you a new way to organize the pages on your website?

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flagship content for seo

Stop Using Flagship & Cornerstone Content

Last updated: 10/25/2021 ◌ First posted: 3/19/2017 ◌ 5 minute read

The terms “flagship content” and “cornerstone content” should not be used as synonyms for “evergreen content” and I’d like to tell you why.

(Actually, “flagship content” has another, more specific meaning we should use instead. Read on.)

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google can see through these blueprints

Google Knows Where You Sleep & What Your House is Made Of

Last updated: 10/25/2021 ◌ First posted: 5/19/2015 ◌ 9 minute read

I don’t know of any murder cases where the killer stuffed the victim’s body into a wall to hide it. Maybe because it never happens… or maybe because every time it’s happened, the killer has gotten away with it.

I mean there’s really no way to be sure, right?

Well, not yet. But it’s conceivable that in the near future, you could find out what’s in your walls just by Googling it.

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jsp xml sitemaps

Serving XML in JSP Sitemap Files

Last updated: 10/25/2021 ◌ First posted: 12/29/2014 ◌ 3 minute read

A client of mine, which I will anonymize by telling you that they’re a capybara life insurance company, uses a CMS that makes it impossible to generate an automated XML sitemap file. Or any XML sitemap file. Or any XML files at all…

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