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 […]

The Direct Response Coach

Direct Mail Testing. Remove all the guesswork

Many marketers like to go with their gut – and sometimes it works out.

When it doesn’t (and that’s pretty often), they simply dismiss the marketing tactic as something that “doesn’t work for us.”

What they don’t understand or acknowledge is the enormous gray area that exists between what works and what doesn’t work for […]

The Direct Response Coach

Never feel bad about "cold calling"

Never feel bad about “cold calling”

Cold calling used to be part of every sales person’s repertoire.

At some companies and for some sales people, it still is.

But for the larger population, cold calling has taken a back seat to other lead generation tactics – everything from direct mail and email to paid […]

The Direct Response Coach

Where should you put your Call to Action?

Advertising and marketing programs are supposed to generate results – measurable results.

Too often, we forget that.

Too often, we are led down the path of brand building and product awareness. We are seduced by creative ads, clever headlines and eye-grabbing graphics.

And when we do, our results – and the strategies we use to […]

The Direct Response Coach

How to create a direct mail test matrix

Testing is the path to success in direct mail.

Generally, testing involves just two elements – testing one item against another … such as two different mailing lists, or two offers, or two formats or two messages or two of anything else.

This is known as an A/B split test.

You select the two items […]

The Direct Response Coach

So you thought Facebook was free

If your business has relied on Facebook to communicate with your customers and prospects, this article in Duct Tape Marketing should be a must read for you

What it says is what we’ve all known about Facebook for the past few years – except it’s much worse from a marketer’s standpoint.

It has been common […]

The Direct Response Coach

The hidden benefit of coupons in print advertising

Print advertising may be old school for some, but for others, it is still a vital media channel.

This is especially true for local businesses which continue to rely on local newspapers to reach local audiences.

The problem is most local advertisers continue to run brand-building ads with no call to action and no way […]

The Direct Response Coach

Why Remarketing is a MUST for every business

We can always think of some reason not to do a particular marketing program.

“Not enough money” and “not enough time’ are the most common.

With Remarketing, those excuses won’t fly.

What is Remarketing?

Remarketing (also called Retargeting) is an advertising campaign designed to reach people who have previously visited your website.

Most people are […]

The Direct Response Coach

List Research: Using SIC codes to find business lists

Exhibit 1

When you research business lists for direct mail or email, you usually start with the SIC code.

SIC, which stands for Standard Industrial Classification, is the universal coding structure for all businesses and organizations in the United States.

(A newer, more comprehensive directory called the North American Industrial Classification System (NAICS) is […]

The Direct Response Coach

DIY - Do It Yourself Direct Mail

For companies that want to keep some or all of their direct mail in-house

One of the most appealing aspects of direct mail is that you can mail any quantity at any time – all by yourself.

The direct marketing industry may seem to be dominated by large mailers that send out millions of pieces […]