Direct Response Advertising on the Google Display Network

As many of you know, I have a long history in direct mail. I began as a direct mail copywriter in 1980 and have been at it ever since.

But I would be the first to tell you that direct mail is not the solution for every business or every situation.

Direct mail is but […]

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:

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How the Marketing Funnel brings order to your marketing plan

Are you familiar with the marketing funnel?

You may know it as the sales funnel or the lead funnel.

Whatever the name, I think it’s very useful graphic.

For me, it provides a good visual framework for individual marketing activities as they apply to your sales process.

Let me put it another way.

Not that […]

Never feel bad about "cold calling"

Never feel bad about “cold calling”

Cold calling used to be part of every sales person’s repertoire.

At some companies and for some sales people, it still is.

But for the larger population, cold calling has taken a back seat to other lead generation tactics – everything from direct mail and email to paid […]

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 […]

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 […]

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 […]

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 […]

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 […]

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, […]