How to Use the Pain Funnel to Drive Greater Direct Mail Response
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How to Use the Pain Funnel to Drive Greater Direct Mail Response

When your product closely resembles another company’s product, the difference in which company earns the prospect’s business is often the company that can make the prospect feel enough pain to switch services to their company. While many salespeople are trained to find pain, copywriters, account executives, and corporate marketers aren’t.  This is demonstrated when you...

Neuroscientists Confirm Direct Mail is Alive and Kicking
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Neuroscientists Confirm Direct Mail is Alive and Kicking

Direct Mail is alive and kicking even if your original cell phone is not. Despite the attraction toward digital marketing, direct mail is far from extinct. According to a study conducted by Millward Brown, Using Neuroscience to Understand the Role of Direct Mail, physical marketing materials vs. virtual marketing materials engage customers far better and trigger...

Can You Recover from Major Marketing Gaffes?
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Can You Recover from Major Marketing Gaffes?

Political gaffes follow a candidate from one campaign to the next. The campaigns of Romney, Biden, Clinton, Quail and Bush all confirm this. Remember Bush’s premature use of the phrase “Mission Accomplished”, Quail’s misspelling of “potato?” or even Clinton’s more famous situation that isn’t appropriate for this posting. A misspoken word or an entire scandal can take...

Keep Your Marketing Strategy Alive as B2B is Proclaimed Dead
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Keep Your Marketing Strategy Alive as B2B is Proclaimed Dead

When marketing icon Rick Segal argued B2B marketing is “dead” in his speech at a B2B conference in Berlin over a year ago, those in the industry were stunned. How could the president of the global marketing firm gyro make this statement? After all, his entire business of the past 30 years has been founded on business-to-business (B2B) marketing, a...

Two Fitness Centers Exercise Direct Mail to Drive in New Members
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Two Fitness Centers Exercise Direct Mail to Drive in New Members

Health clubs have withstood tough economic times. Since 1992 the number of health clubs has increased 40 percent and membership has grown by almost 60 percent from 20.8 million to 32.8 million, according to a Trends Report published by the International Health, Racquet & Sportsclub Association. So what’s the downside if the number of healthclubs...

Posted by June 12, 2012May 29, 2019
How One Print Error Can Cost a Company or Country Billions (or more)
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How One Print Error Can Cost a Company or Country Billions (or more)

To err is human. For the Federal Reserve to err when printing 1.1 billion in redesigned $100 bills led to $110 billion in unusable dollars, which is the equivalent to a tenth of the worldwide U.S. currency. Of course these botch bills can be destroyed over the course of many years, but they still cost...

Posted by May 8, 2012December 28, 2016
Recovering Your Marketing Budget with an Optimized Marketing Supply Chain
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Recovering Your Marketing Budget with an Optimized Marketing Supply Chain

There is an epidemic that threatens the Marketing Supply Chain. The CMO Council’s recent report “Mapping + Tracking: The Optimized Marketing Supply Chain” paints a clear picture of inefficiency and waste in marketing operations. As marketers seek to provide the most timely and fresh content to customers and prospects, old, over-ordered or un-utilized marketing and...

Posted by January 27, 2011May 29, 2019
Seth Godin Dishes on Direct Marketing Vs. Mass Marketing
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Seth Godin Dishes on Direct Marketing Vs. Mass Marketing

In a recent post from Seth Godin, the influential author and speaker divulges a main difference between mass marketers and direct marketers: the process they follow in creating and scaling their message to reach their audiences. The comparison below is based on Godin’s main points: Mass Marketing: Direct Marketing: Bets on large-scale deployment to achieve success....

Posted by July 21, 2010December 28, 2016