The Direct Response Coach

My new-found appreciation for PURLs

PURLs (Personalized URLs), better known as personalized landing pages, have been around for many years.

When they first came out, I thought they were a gimmick – a new and interesting twist to the landing page that might generate additional response if only out of curiosity. But still a gimmick.

My reasoning: even if you […]

The Direct Response Coach

Account-Based Marketing and Direct Mail

Are you familiar with Account-Based Marketing?

It’s a hot new trend in marketing these days. It’s a marketing strategy designed primarily for B2B companies that sell into larger companies (defined any way you want).

It starts with the understanding that most of your business is going to come from a small group of businesses that […]

The Direct Response Coach

Have you overlooked Local Search?

By now, we’re all at least somewhat familiar with the term SEO or Search Engine Optimization.

But ask anyone what SEO means to them and you’re bound to hear different answers.

For some, SEO is a series of strategies designed to get your web pages to appear on the first page of Google or the […]

The Direct Response Coach

The Problem with Most Taglines

Today, I spent a good 10 minutes in my car following a National Grid truck on my way home from an appointment. It was a slow, stop-and-go ride through several back roads with no way to pass.

With each stop, I would come face to face with the National Grid logo – and its tagline:


The Direct Response Coach

How the Marketing Funnel brings order to your marketing plan

Are you familiar with the marketing funnel?

You may know it as the sales funnel or the lead funnel.

Whatever the name, I think it’s very useful graphic.

For me, it provides a good visual framework for individual marketing activities as they apply to your sales process.

Let me put it another way.

Not that […]

The Direct Response Coach

The 5 Levers of Direct Marketing

Direct marketing is a results-oriented business. Whenever you conduct a campaign, you track and measure results – and then you look for ways to improve on those results.

This ongoing adjustment and testing is what makes direct marketing so powerful.

You don’t have to wonder whether your campaign is working. You can measure campaign performance […]

The Direct Response Coach

9 Questions to ask about your Direct Mail Creative?

So you’ve been given the job of writing a new sales letter or direct mail postcard.

You gather all the information, outline your message and then you write … and rewrite … and rewrite … and then you polish.

Your mailer is ready. You’re happy with the way it reads and looks. You think […]

The Direct Response Coach

Is a direct mail postcard enough?

The direct mail postcard is hot right now.

Check your mailbox and notice how many business mailings are postcards.

Ask anyone who is considering direct mail, and their first thought is almost always to use a postcard.

Do a Google search and see how many postcard companies are out there.

Large, small or in between, […]

The Direct Response Coach

The real difference between outbound and inbound marketing

Lead generation can be so frustrating.

First, you want a campaign that will produce a high volume of leads at the lowest possible cost.

But that’s not enough. You also want those leads to be qualified – meaning they have real potential for becoming a customer.

So you adjust your campaign to focus on lead […]

The Direct Response Coach

Knowing your direct mail break even point - FREE download

It goes without saying that before you begin to use direct mail, you need to know your numbers – specifically, the direct mail break even point.

For all the attention you want to give to list selection, format choice and creative approaches, you need to know:

your gross profit margin – how much you […]