Direct Marketing in One Word…

Test.
If you could boil marketing, direct marketing for that matter, into one word. “Test” would be it.
If you test enough and take the time to review your results and make changes based on what you discovered you can improve your marketing results in a consistent manner. And you could do it without being a professional [...]

Should You Be Two-Faced In Direct Marketing?

The answer is Yes. But would you like to know why? First, this has nothing to do with honesty. Nothing at all…
I’m looking through my local paper’s Personal’s Section. I’m not looking for a date. But let’s say I was…
Who would I look for? Who would you look for? Hmm?
Woman, Man? Tall Dark And Handsome? [...]

What Do You Do in B2B When You Lose a Bid?

When you lose a Bid, Quote, Contract, or Customer — Keep Selling, Keep Marketing.
I’m Not saying “keep selling or marketing” in general, that’s a given.
I specifically mean sell to that same client that said NO to you. If the prospect just said no to you and hired someone else, why should you keep selling to [...]

Direct Mail is Still Powerful for Small (and Large) Businesses

Here’s a piece I got through “snail mail”. And it’s so powerful I’m going to take them up on their offer.
It’s important to point out that if I got this same offer through an email, I wouldn’t have paid attention.
I know, because I get email offers from my local “big box” office supply store, book [...]

Evidence of CNN Mind Control Tactics (by Mike Dillard)

This post comes from Mike Dillard at http://www.mikedillard.net/blog/ . I’ve talked about this subject and various shades of it many times. Mike summed it up nicely and has some “scary” research to back it up.
And, every election year I get bit by the political bug. Do you want to learn about Marketing? About Influence? Well, [...]

Should you Beg in Direct Marketing?

As I left the grocery store a man in a wheel chair, with a cardboard sign, asked me for a “penny”.
“Not today,” I answered.
Honestly, I didn’t give him the penny because he was begging for it.
Was that wrong?
At my car I felt guilty for not giving something insignificant like one penny. Then, I was mad [...]

Believability in Direct Marketing

Recently, I consulted a client selling a weight loss tea.
Their current control lacked credibility all over the entire microsite (long form sales letter on one webpage asking for a sale).
And believe it or not there are numerous medical studies, from Europe, the US, China, and Japanese Universities, suggesting that certain teas (their’s in particular) have [...]

Use Magazines as a Marketing Weapon

When you’re putting together a promotion you need a Headline.
It’s vital. Ads, sales letters, special reports, white papers, TV and radio spots, even your email subject lines. They all must use a headline. There are exceptions, but lets focus on the obvious here.
Research suggests that over 80% of people will read your headline, first. If [...]

How to Get More Done In Marketing and Advertising

What’s the Number One skill in a 24-hour, Global, internet connected, and paranoid-competitive marketplace?
…. Sleep!
Hard to do you say?
Do it anyway because you need to rest, nap, sleep, and take vacations more often. And for longer periods to excel in your business.
If you’re a competitive person then you’d like to know that research suggests most [...]

Predictions in Marketing, Business Building, and Killer Copy

Creating new sales angles or ideas should be easy. As an entrepreneur or marketing executive you know the value of breaking from the pack of “me too” competitors.
“Me too” as in — 20% off, Weekend Sale, buy one get one free, we’re the best, lowest price, best selection, etc. That stuff puts your clients to [...]