by Bob McCarthy | Oct 2, 2009 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Lead Nurturing, Online Advertising, Print Advertising
I was talking to the marketing director of a travel company the other day. He told me his direct mail typically produces a “one-tenth of one percent” response rate. That’s 1/10 of 1%. Or .001. Or one sale out of every 1,000 pieces mailed. That’s a terrible response...
by Bob McCarthy | Oct 2, 2009 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Lead Nurturing, Online Advertising, Print Advertising, Web Marketing
In developing a direct marketing program, one of our first steps is to determine where our program will fit in the sales process. This is done through the direct mail offer. You may already know that the offer is one of the two critical elements in direct marketing...
by Bob McCarthy | Oct 2, 2009 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Lead Nurturing, Online Advertising, Print Advertising, Web Marketing
The advertising world is made up of two groups with very different philosophies. There is the “branding” group (mostly traditional ad agencies) which believes that advertising must be designed to leave an impression – so that your product is remembered when a...
by Bob McCarthy | Oct 2, 2009 | Collateral, Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Lead Nurturing, Online Advertising, Print Advertising
Many people in the marketing and advertising world place a very high value on creativity … on being different … on being original. But I would argue that creativity is over-valued, and at times, it can even work against you in creating your marketing...
by Bob McCarthy | Oct 2, 2009 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Survey Marketing
We’re all familiar with that age-old stereotype of a salesman – that back-slapping, fast-talking charmer who won’t let you get a word in edgewise. Problem is that stereotype doesn’t work anymore. Good sales people aren’t talkers at all – they’re listeners. And the...
by Bob McCarthy | Sep 29, 2009 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Lead Nurturing
It’s where most lead generation programs fail. It seems so odd in a way. You spend all this money generating a sales lead – some leads can cost upwards of $50-$100 apiece – and then you just turn it over to the sales force. Problem is there’s generally very little...
