Direct Marketing Strategies & Techniques

The headline has the most important job in any piece of copy. Get it right, and everything that follows has a fighting chance. Get it wrong, and no amount of clever body copy rescues it.

Most business owners know exactly where they're spending on lead generation. They have no idea what they're leaving behind in their contact list.

Most business owners define a dream client by what that client does for their ego. Smart business owners use direct response marketing strategies to keep the clients who are best for business.

Word of mouth isn't free. You pay for it in unpredictability. Most business owners find that out the hard way.

Your pricing communicates who you are. Most business owners forget that. They know their costs. What they miss is what their price says about them.

Asking "How long should my sales letter be?" is like asking how long a sales presentation should be before you know what you're selling, who's buying, or how skeptical they are. The correct answer is simple: long enough to make the sale. Not one word more. Not one word less.

One of the most profitable direct marketing techniques isn't finding new prospects. It's reactivating the ones you've already paid to acquire.

Wrong verdict. Wrong problem. Direct mail didn't fail. Facebook didn't fail. Radio didn't fail. The media did its job. Your message didn't.

Serious direct marketers don't chase averages. They build systems that generate predictable direct marketing responses because predictability is what makes marketing profitable.

Every few years, somebody announces the death of direct mail. Meanwhile, businesses that understand direct mail advertising keep mailing. Not because they enjoy paying postage. Because the numbers continue to work.

Companies with good marketing strategies learn to separate the numbers that flatter from the numbers that guide. Know which metrics deserve your attention.

Fulfillment direct mail puts a sales message in their hands at exactly that moment. It reaches buyers while the relationship is warm, without paying to buy fresh attention from scratch. Most businesses skip this entirely.

Most marketing isn't failing because the logo is wrong, the colors are off, or the website needs another redesign. It's failing because nobody is asking prospects to do anything.

Amateur clinics publish content to stay visible. Serious practices publish content to trigger decisions.

One of the easiest ways to waste marketing money is to treat social media activity like business progress.

Most businesses don't have a marketing problem. They have a copycat problem.