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:

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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 […]

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 […]

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.

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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 […]