Today’s Words That Work: “Seed”

In direct-mail terms, to “seed” — means to “plant” your name anonymously on mailing lists — your own and those of your competitors. By doing that, you not only monitor what’s happening with your own mailings, you also stay on top of the offers that others are sending out.

Example (as used by John Forde today): “If you’re in the direct-mail business, either as a marketer or as a copywriter, you know there’s no excuse for not being ’seeded’ on competing lists.”