From the category archives:

The target market

Stop marketing to businesses

When you create and deploy a sales or marketing message of any kind, address it to the people who work at those companies, not to the companies themselves. Ultimately, a person makes the decision to buy; “the company” doesn’t. [click to continue…]

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Select, sample and test

It’s always best to walk first, then run — especially when a financial investment is at stake. This is particularly true when it comes to acquiring new marketing lists. Before you purchase or rent the entire list and market to every prospect, acquire a representative sampling of the list, and put it to the test. [click to continue…]

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Define your target client

November 6, 2009

The better able you are to define your target client, the better your chances of developing a list or database that will help you reach them.

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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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