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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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.

[…]

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 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 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 […]