In Direct Response, All Roads Still Lead to the Offer

 

You’re about ready to kick off a new direct mail campaign and you are hoping for the best response ever. Look at your offer.

You’ve been running search ads on Google Adwords. You get plenty of clicks (sometimes expensive clicks), but your conversion of clicks-to-leads is very disappointing. Look at your offer.

You […]

The Problem with Most Taglines

Today, I spent a good 10 minutes in my car following a National Grid truck on my way home from an appointment. It was a slow, stop-and-go ride through several back roads with no way to pass.

With each stop, I would come face to face with the National Grid logo – and its tagline:

[…]

9 Questions to ask about your Direct Mail Creative?

So you’ve been given the job of writing a new sales letter or direct mail postcard.

You gather all the information, outline your message and then you write … and rewrite … and rewrite … and then you polish.

Your mailer is ready. You’re happy with the way it reads and looks. You think […]

Is a direct mail postcard enough?

The direct mail postcard is hot right now.

Check your mailbox and notice how many business mailings are postcards.

Ask anyone who is considering direct mail, and their first thought is almost always to use a postcard.

Do a Google search and see how many postcard companies are out there.

Large, small or in between, […]

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 […]

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 […]

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.

——————-

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, […]

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 […]

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” […]

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.

[…]