by Bob McCarthy | Sep 1, 2014 | Copywriting, Direct Mail, Direct Marketing, Lead Generation
One of the tell-tale signs of promotional direct mail is the use of so-called “teaser” copy and graphics on the direct mail envelopes. Over the years, I have had many clients who have been reluctant to use teaser copy because they thought their mail would...
by Bob McCarthy | Aug 18, 2014 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation
If you’re using direct mail postcards in your marketing, let me ask you a question: Which side is the front? No, this is not a silly question. It goes to the mindset of the person creating the postcard. And it will impact your response. Ask most people and they will...
by Bob McCarthy | Aug 10, 2014 | Direct Mail, Direct Marketing
I am not much of a handyman. In my house, if something needs fixing, the go-to people are my wife and my daughter. At Christmas, I give them tools for gifts. In fairness to me, I do change light bulbs and twice a year, I install and remove our air conditioners. So...
by Bob McCarthy | Jul 22, 2014 | Articles, Bob McCarthy's Blog, Collateral, Copywriting, Direct Mail, General, Lead Nurturing
Twenty years ago, I developed a lead generation program for a technical recruiting employment firm. This medium-sized company placed highly skilled technical professionals into contract positions with technology companies. At the time, the owner of the firm was...
by Bob McCarthy | Jul 9, 2014 | General
Personalization in direct mail – it should go without saying, right? I mean if your marketing to people on a one-to-one level, don’t you expect it to be personalized? Maybe today, but that wasn’t always case. Not that long ago, mailers were routinely sent out with...
by Bob McCarthy | Jun 24, 2014 | General
The online marketing world sure has a lot of experts. Do a quick “guru” search for web design … web development … SEO … local search … keyword research … link building … social media … landing pages … email … content marketing … blogging … mobile … video … analytics....
by Bob McCarthy | Jun 3, 2014 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation
One of the easiest ways to improve the response rate of your direct mail lead generation campaigns is by giving more exposure to your offer (or lead magnet). Too often the offer is buried in the mailer, the reader never sees it and the response rate suffers. What a...
by Bob McCarthy | May 28, 2014 | General
You’ve got to love drip email. I know I do. Anytime you can use automation to perform a critical step in your sales process – well, that’s a good thing. It’s especially helpful when you think about how many leads routinely fall through the cracks because you (or your...
by Bob McCarthy | May 11, 2014 | Copywriting, Direct Marketing, Email Marketing, General, Lead Generation, Lead Nurturing, Web Marketing
Content marketing can be very intimidating. It’s such a broad topic that covers a range of activities like web content, blog content, gated content, search engine optimization, keywords, lead capture, email follow up and social media. There’s too much to know and too...
by Bob McCarthy | Apr 22, 2014 | Direct Mail, Direct Marketing, Email Marketing, General, Lead Generation, Online Advertising, Web Marketing
Whether they know it or not, online marketers are introducing direct marketing fundamentals to a much wider audience. Rodney Dangerfield built an entire comedy career around a simple idea: “I don’t get no respect.” Sometimes I wonder if the direct...
