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 […]

The Direct Response Coach

Direct Mail vs. Google Adwords (PPC)

On the surface, Direct Mail vs. Google Adwords seems like an odd comparison.

To be sure, these are two very different types of marketing programs. Direct mail is traditional offline marketing. Google Adwords is the cornerstone of online marketing.

Apples to oranges, right?

But they are also very similar.

Both are very accessible to small […]

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 […]