The Direct Response Coach

A Two-Tiered Direct Mail Strategy

Which direct mail strategy is better?

Frequent mailings to the same audience or fewer mailings (maybe just one) to a broader audience?

This is a common problem for many business owners and marketers who look at their market size and then look at their budget – and realize they can’t do both.

Well, they […]

The Direct Response Coach

Generating a Lead vs. Buying a Lead

I get calls occasionally from people who want to know what I charge for a sales lead.

For a while, I was confused by this … because, frankly, I didn’t have an answer for them.

I never know what it will cost to generate a lead for a particular client until after we’ve run some […]

The Direct Response Coach

A clever way to generate more tweets - and expand your audience

Even if you have no experience or interest in Twitter, this technique could work for you.

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Thanks to John Jantsch’s blog at Duct Tape Marketing, I discovered a new tool yesterday called DashThis.

It’s a marketing app that allows you to create your own dashboards using data from various marketing platforms like Google Analytics, […]

The Direct Response Coach

Are direct mail brochures necessary?

This may be counter intuitive for many of you. But bear with me. I think it might make sense in a minute or two.

So you’re planning a direct mail campaign and you’ve decided to use a letter package – and now it’s time to spec out the package.

You have the three essentials components […]

The Direct Response Coach

An introduction to the 3 different types of search marketing

What’s not to love about search engine marketing?

As a direct response marketer, I spend a lot of time worrying about my target audience – trying to find the right list or the right media for my outreach campaigns. It’s an uphill battle because no matter how well I do my job, I know that […]

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, […]