by Bob McCarthy | Jan 30, 2017 | Direct Mail, Direct Marketing, General, Lead Generation, Lead Nurturing, Web Marketing
For the longest time, direct mail has been used as a first-touch marketing channel – reaching out to prospects to generate sales leads, direct orders, memberships, subscriptions and donations. The process typically involves: renting or buying a mailing list,...
by Bob McCarthy | Jan 5, 2017 | Direct Marketing, General, Lead Generation, Online Advertising, Web Marketing
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...
by Bob McCarthy | Oct 31, 2016 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, General, Lead Generation, Lead Nurturing, Print Advertising, Survey Marketing, Web Marketing
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...
by Bob McCarthy | Jul 18, 2016 | Direct Mail, Direct Marketing, General
PURLs (Personalized URLs), better known as personalized landing pages, have been around for many years. When they first came out, I thought they were a gimmick – a new and interesting twist to the landing page that might generate additional response if only out of...
by Bob McCarthy | Jun 1, 2016 | Direct Mail, Direct Marketing, Email Marketing, General, Lead Generation, Lead Nurturing
Are you familiar with Account-Based Marketing? It’s a hot new trend in marketing these days. It’s a marketing strategy designed primarily for B2B companies that sell into larger companies (defined any way you want). It starts with the understanding that most of your...
by Bob McCarthy | May 24, 2016 | General
By now, we’re all at least somewhat familiar with the term SEO or Search Engine Optimization. But ask anyone what SEO means to them and you’re bound to hear different answers. For some, SEO is a series of strategies designed to get your web pages to appear on the...
by Bob McCarthy | Apr 25, 2016 | Collateral, Copywriting, Direct Mail, Direct Marketing, General, Online Advertising, Print Advertising, TV Advertising, Web Marketing
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...
by Bob McCarthy | Apr 12, 2016 | Direct Mail, Direct Marketing, Email Marketing, General, Lead Generation, Lead Nurturing, Online Advertising
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...
by Bob McCarthy | Mar 8, 2016 | Direct Mail, Direct Marketing, General, Lead Generation
Direct marketing is a results-oriented business. Whenever you conduct a campaign, you track and measure results – and then you look for ways to improve on those results. This ongoing adjustment and testing is what makes direct marketing so powerful. You...
by Bob McCarthy | Feb 3, 2016 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation
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...
