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.

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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 virtually replaced [...]

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?

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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 [...]