The Direct Response Coach

How many more customers will DirecTV and Rob Lowe offend?

You must have seen them by now, those DirecTV commercials featuring Rob Lowe – the good Rob Lowe and the other Rob Lowe.

The concept is pretty simple. The good Rob Lowe is using DirecTV. The other Rob Lowe is using cable TV.

There are about half-dozen different commercials – each featuring a different “other” […]

The Direct Response Coach

5 reasons why clients don't insist on direct response advertising

Direct response is a powerful marketing discipline that brings measurable results and accountability to your advertising and marketing.

What’s not to like about that?

So why don’t more marketers use it in their advertising?

More to the point, why don’t more clients insist on it?

I have been puzzled by this for years. I’ve […]

The Direct Response Coach

How to measure Lead Quality

You hear a lot about lead quality these days. That’s encouraging news.

It used to be that when you talked about sales leads, the focus was always on lead quantity – getting more leads. High response rates always seem to rule the day.

But at some point, marketers began to realize lead quantity isn’t enough.


The Direct Response Coach

How to build a Sales Lead Funnel

As marketers, most of us spend a lot of time worrying about of the “front end” of our marketing efforts.

Advertising campaigns … direct mail campaigns … email campaigns … search campaigns … PR campaigns … content marketing campaigns … trade show campaigns … etc., etc.

These are all important parts of your marketing and […]

The Direct Response Coach

The nuances of the Free Trial Offer

The free trial offer is one of the most common types of direct response offers.

You see it everywhere – online, in print, on TV and radio.

The free trial offer has been around forever. And for certain products or services, the free trial will always have great appeal. Here’s why:

For consumers, […]

The Direct Response Coach

Small business SEO: What finally turned me on to SEO

You may have thought SEO was only achievable by the most sophisticated online marketers. But in fact, small business SEO is very much a possibility.


Like many small business owners, I never took search engine optimization (SEO) very seriously.

It wasn’t that I didn’t think SEO was important. I knew it was.

SEO has […]

The Direct Response Coach

The sounds of great advertising

Would you know great advertising if you saw it? How would you recognize it?

What criteria do you use to assess the effectiveness of a TV commercial, a print ad or a direct mail piece?

What in your mind should great advertising accomplish?


We all have our favorite TV […]

The Direct Response Coach

When creating advertising, don't make your audience connect too many dots

Chevy’s TV commercial for the Cruze leaves me confused, until now …

I got it. I finally got it.

I’ve watched this TV commercial dozens of times over the past few weeks, and I couldn’t figure it out – until today. I finally connected the dots.

If you are creating advertising of any type, are […]

The Direct Response Coach

Direct mail vs. print advertising

Long before the Internet, direct mail vs. print advertising was a common debate among both B2B and B2C marketers.

For some, it still is.

Even with so many online opportunities around them, many retail stores, restaurants and other local businesses still rely on their local newspapers, free standing inserts and solo direct mail to reach […]

The Direct Response Coach

Direct Mail Ideas: The Ace Hardware “paper bag” offer

Several years ago, Ace Hardware ran a one-day sale that allowed customers to fill up a paper bag and take 20% off on all items in the bag.

We’ve seen these direct mail ideas before. Ace Hardware sent out large paper grocery bags and invited customers to come and fill up their bag for […]