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...

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...

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....

Sometimes I forget I’m a copywriter

Every year around this time as we approach the holiday season, I begin to assess my business direction for the past year to see what worked and how I might better invest time moving forward. Almost every year, I come to same conclusion: I spend a lot of time working...