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Good lists versus bad lists

November 6, 2009

Here’s an interesting corollary when it comes to mailing lists and databases: “A good list has the potential to generate a good response with an ‘average’ sales message. But a bad list won’t yield the response you need, regardless of how spectacular your sales message may be.”

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Guaranteed!

November 6, 2009

The words guarantee or guaranteed are incredibly powerful. When you offer a guarantee, you assure your prospects they can buy with confidence.

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What are you trying to say?

November 6, 2009

An experienced, successful marketing writer tells of his most humbling early lesson in learning to write concisely.

After many English and creative writing courses, he still did not “get it.” Something happened between the time he thought his thought, and when he tried to put those thoughts to paper.

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Speak to one prospect at a time

November 6, 2009

Rarely does the family — or office staff — gather around when a sales letter arrives to read it aloud together. In marketing — and direct marketing especially — you are talking to one person at a time.

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Your clients become more valuable every day

November 6, 2009

Some businesses market all the time. Their steadfast pursuit is new business.
Marketing continually to ferret out new business is a highly important strategy. No one can dispute the value of this approach. Because it is so targeted, direct marketing is the most effective means to reach new clients who are most like your present clients.

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Do you have customers or clients?

November 6, 2009

In business, the words “customer” and “client” are often used interchangeably, but they really are not the same.

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Avoid the creative abyss

November 6, 2009

The creative process is important. Without it, the world of marketing and advertising would be lost, because creative ideas inspire people to take action.

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Talk to lots of people every day

November 6, 2009

Of all the activities that can make or break any business owner, the willingness to talk to lots of people is the one I see as most critical.
It stands to reason that if you sit behind your desk waiting for the phone to ring, it won’t.

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