by Bob McCarthy | Jan 14, 2016 | Direct Mail, Direct Marketing, Email Marketing, General, Lead Generation
Lead generation can be so frustrating. First, you want a campaign that will produce a high volume of leads at the lowest possible cost. But that’s not enough. You also want those leads to be qualified – meaning they have real potential for becoming a...
by Bob McCarthy | Nov 23, 2015 | Direct Mail, Direct Marketing, General, Lead Generation
It goes without saying that before you begin to use direct mail, you need to know your numbers – specifically, the direct mail break even point. For all the attention you want to give to list selection, format choice and creative approaches, you need to know:...
by Bob McCarthy | Sep 30, 2015 | Direct Mail, Direct Marketing, Email Marketing, General, Lead Generation
Many marketers like to go with their gut – and sometimes it works out. When it doesn’t (and that’s pretty often), they simply dismiss the marketing tactic as something that “doesn’t work for us.” What they don’t understand or acknowledge is the enormous gray area that...
by Bob McCarthy | Sep 17, 2015 | Direct Mail, Direct Marketing, Email Marketing, General, Lead Generation, Online Advertising, Print Advertising, Web Marketing
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...
by Bob McCarthy | Jul 26, 2015 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation, Online Advertising, Print Advertising
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...
by Bob McCarthy | Jul 5, 2015 | Direct Mail, Direct Marketing, Email Marketing, General, Lead Generation
Testing is the path to success in direct mail. Generally, testing involves just two elements – testing one item against another … such as two different mailing lists, or two offers, or two formats or two messages or two of anything else. This is known as an A/B...
