Direct Response Coach

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The Problem with Most Taglines

Direct Response Coach

Today, I spent a good 10 minutes in my car following a National Grid truck on my way home from an appointment. It was a slow, stop-and-go ride through several back roads with no way to pass. With each stop, I would come face to face with the National Grid logo – and its tagline, [.]. The post The Problem with Most Taglines appeared first on McCarthy and King Marketing.

Have you overlooked Local Search?

Direct Response Coach

By now, we’re all at least somewhat familiar with the term SEO or Search Engine Optimization. But ask anyone what SEO means to them and you’re bound to hear different answers. For some, SEO is a series of strategies designed to get your web pages to appear on the first page of Google or the [.]. The post Have you overlooked Local Search? appeared first on McCarthy and King Marketing. General

Is a direct mail postcard enough?

Direct Response Coach

The direct mail postcard is hot right now. Check your mailbox and notice how many business mailings are postcards. Ask anyone who is considering direct mail, and their first thought is almost always to use a postcard. Do a Google search and see how many postcard companies are out there. Large, small or in between, [.]. The post Is a direct mail postcard enough?

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The 5 Levers of Direct Marketing

Direct Response Coach

Direct marketing is a results-oriented business. Whenever you conduct a campaign, you track and measure results – and then you look for ways to improve on those results. This ongoing adjustment and testing is what makes direct marketing so powerful. You don’t have to wonder whether your campaign is working. You can measure campaign performance [.].

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Knowing your direct mail break even point

Direct Response Coach

It goes without saying that before you begin to use direct mail, you need to know your numbers – specifically, the direct mail break even point. For all the attention you want to give to list selection, format choice and creative approaches, you need to know: your gross profit margin – how much you [.]. Direct Mail Direct Marketing General Lead Generation

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Account-Based Marketing and Direct Mail

Direct Response Coach

Are you familiar with Account-Based Marketing? It’s a hot new trend in marketing these days. It’s a marketing strategy designed primarily for B2B companies that sell into larger companies (defined any way you want). It starts with the understanding that most of your business is going to come from a small group of businesses that [.].

The hidden benefit of coupons in print advertising

Direct Response Coach

Print advertising may be old school for some, but for others, it is still a vital media channel. This is especially true for local businesses which continue to rely on local newspapers to reach local audiences. The problem is most local advertisers continue to run brand-building ads with no call to action and no way [.]. General Lead Generation Print Advertising

Where should you put your Call to Action?

Direct Response Coach

Advertising and marketing programs are supposed to generate results – measureable results. Too often, we forget that. Too often, we are led down the path of brand building and product awareness. We are seduced by creative ads, clever headlines and eye-grabbing graphics. And when we do, our results – and the strategies we use to [.]. The post Where should you put your Call to Action?

How to create a direct mail test matrix

Direct Response Coach

Testing is the path to success in direct mail. Generally, testing involves just two elements – testing one item against another … such as two different mailing lists, or two offers, or two formats or two messages or two of anything else. This is known as an A/B split test. You select the two items [.]. Direct Mail Direct Marketing Email Marketing General Lead Generation

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Direct Mail Personalization – knowing the options and costs

Direct Response Coach

Personalization in direct mail – it should go without saying, right? mean if your marketing to people on a one-to-one level, don’t you expect it to be personalized? Maybe today, but that wasn’t always case. Not that long ago, mailers were routinely sent out with Cheshire labels glued on the outside. The address label [.]. General

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

So you thought Facebook was free

Direct Response Coach

If your business has relied on Facebook to communicate with your customers and prospects, this article in Duct Tape Marketing should be a must read for you. What it says is what we’ve all known about Facebook for the past few years – except it’s much worse from a marketer’s standpoint. It has been common [.]. The post So you thought Facebook was free appeared first on McCarthy and King Marketing.

Direct Mail vs. Google Adwords (PPC)

Direct Response Coach

On the surface, Direct Mail vs. Google Adwords seems like an odd comparison. To be sure, these are two very different types of marketing programs. Direct mail is traditional offline marketing. Google Adwords is the cornerstone of online marketing. Apples to oranges, right? But they are also very similar. Their greatest similarity is that both [.].

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Direct Mail Mistakes – Measure Twice, Print Once

Direct Response Coach

I am not much of a handyman. In my house, if something needs fixing, the go-to people are my wife and my daughter.  At Christmas, I give them tools for gifts. In fairness to me, I do change light bulbs and twice a year, I install and remove our air conditioners. So you can only [.]. The post Direct Mail Mistakes – Measure Twice, Print Once appeared first on McCarthy and King Marketing.

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How the Marketing Funnel brings order to your marketing plan

Direct Response Coach

Are you familiar with the marketing funnel? You may know it as the sales funnel or the lead funnel. Whatever the name, I think it’s very useful graphic. For me, it provides a good visual framework for individual marketing activities as they apply to your sales process. Let me put it another way. Not that [.]. General

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Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

9 Questions to ask about your Direct Mail Creative

Direct Response Coach

So you’ve been given the job of writing a new sales letter or direct mail postcard. You gather all the information, outline your message and then you write … and rewrite … and rewrite … and then you polish. Your mailer is ready. You’re happy with the way it reads and looks. You think [.]. Copywriting Direct Mail Direct Marketing General Lead Generation

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Direct mail vs. print advertising

Direct Response Coach

Long before the Internet, direct mail vs. print advertising was the critical debate among both B2B and B2C marketers. For some, it still is. Even with so many online opportunities around them, many retail stores, restaurants and other local businesses still rely on their local newspapers, free standing inserts and solo direct mail to reach [.].

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Let’s talk about response rates – realistically

Direct Response Coach

Twenty years ago, I developed a lead generation program for a technical recruiting employment firm. This medium-sized company placed highly skilled technical professionals into contract positions with technology companies.  At the time, the owner of the firm was anticipating a growth in demand for contract employees – and he wanted to build his database of [.]. The post Let’s talk about response rates – realistically appeared first on McCarthy and King Marketing. Articles Bob McCarthy''s Blog Collateral Copywriting Direct Mail General Lead Nurturing

Why Remarketing is a MUST for every business

Direct Response Coach

We can always think of some reason not to do a particular marketing program. Not enough money” and “not enough time’ are the most common. With Remarketing, those excuses won’t fly. What is Remarketing? Remarketing (also called Retargeting) is an advertising campaign designed to reach people who have previously visited your website. Most people are [.].

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Direct Mail Envelopes: To tease or not to tease

Direct Response Coach

One of the tell-tale signs of promotional direct mail is the use of so-called “teaser” copy and graphics on the direct mail envelopes. Over the years, I have had many clients who have been reluctant to use teaser copy because they thought their mail would look too much like advertising mail (better known as [.]. The post Direct Mail Envelopes: To tease or not to tease appeared first on McCarthy and King Marketing. Copywriting Direct Mail Direct Marketing Lead Generation

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Small business SEO: What finally turned me on to SEO

Direct Response Coach

You may have thought SEO was only achievable by the most sophisticated online marketers. But in fact, small business SEO is very much a possibility. ————– Like many small business owners, I never took search engine optimization (SEO) very seriously. It wasn’t that I didn’t think SEO was important.  I knew it was. SEO has virtually replaced [.].

Never feel bad about “cold calling”

Direct Response Coach

Never feel bad about “cold calling” Cold calling used to be part of every sales person’s repertoire. At some companies and for some sales people, it still is. But for the larger population, cold calling has taken a back seat to other lead generation tactics – everything from direct mail and email to paid [.]. The post Never feel bad about “cold calling” appeared first on McCarthy and King Marketing. Direct Mail Direct Marketing Email Marketing General Lead Generation Online Advertising Print Advertising Web Marketing

A Two-Tiered Direct Mail Strategy

Direct Response Coach

Which direct mail strategy is better? Frequent mailings to the same audience or fewer mailings (maybe just one) to a broader audience? This is a common problem for many business owners and marketers who look at their market size and then look at their budget – and realize they can’t do both. Well, they [.]. The post A Two-Tiered Direct Mail Strategy appeared first on McCarthy and King Marketing.

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Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Direct Mail Tip: Make your direct mail offer the centerpiece

Direct Response Coach

One of the easiest ways to improve the response rate of your direct mail lead generation campaigns is by giving more exposure to your offer (or lead magnet). Too often the offer is buried in the mailer, the reader never sees it and the response rate suffers.  What a shame. How many times have you [.]. The post Direct Mail Tip: Make your direct mail offer the centerpiece appeared first on McCarthy and King Marketing. Copywriting Direct Mail Direct Marketing General Lead Generation

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Direct Marketing Formats: A strategic look at 9 mailer options

Direct Response Coach

Direct marketing is a complex business with many elements to consider. Chief among your considerations should be your list and your offer. These two elements will have the greatest impact on your response rate. Have you heard about the 40-40-20 rule? The rule says 40% of your direct marketing program will depend on your mailing [.]. Copywriting Direct Mail Direct Marketing General Lead Generation

Direct Mail Postcards – Which side is UP?

Direct Response Coach

If you’re using direct mail postcards in your marketing, let me ask you a question: Which side is the front? No, this is not a silly question.  It goes to the mindset of the person creating the postcard.  And it will impact your response. As most people and they will say that the “front” [.]. The post Direct Mail Postcards – Which side is UP? appeared first on McCarthy and King Marketing.

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Thank you, online marketers, for preaching our gospel

Direct Response Coach

Whether they know it or not, online marketers are introducing direct marketing fundamentals to a much wider audience.  . Rodney Dangerfield built an entire comedy career around a simple idea:  “I don’t get no respect.” ” Sometimes I wonder if the direct marketing industry shouldn’t be following the same mantra. When I broke into the field [.].

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

How do you qualify an inbound lead?

Direct Response Coach

So you write a post, distribute it to your subscribers, share it on social media and then watch as visitors come to your blog or website and download your free report in return for their email address. This is how leads are generated through inbound marketing. The best part is that over time that same [.] The post How do you qualify an inbound lead? appeared first on McCarthy and King Marketing.

DIY – Do It Yourself Direct Mail

Direct Response Coach

One of the most appealing aspects of direct mail is that you can mail any quantity at any time – all by yourself. The direct marketing industry may seem to be dominated by large mailers that send out millions of pieces at a time. But in fact a giant slice of the direct marketing pie [.]. The post DIY – Do It Yourself Direct Mail appeared first on McCarthy and King Marketing. Copywriting Direct Mail Direct Marketing General Lead Generation

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How to build a Sales Lead Funnel

Direct Response Coach

As marketers, most of us spend a lot of time worrying about of the “front end” of our marketing efforts. Advertising campaigns … direct mail campaigns … email campaigns … search campaigns … PR campaigns … content marketing campaigns … trade show campaigns … etc., These are all important parts of your marketing and [.].

15 Ways to Use Drip Email

Direct Response Coach

You’ve got to love drip email.  I know I do. Anytime you can use automation to perform a critical step in your sales process – well, that’s a good thing. It’s especially helpful when you think about how many leads routinely fall through the cracks because you (or your sales people) don’t have the time [.]. The post 15 Ways to Use Drip Email appeared first on McCarthy and King Marketing. General

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

An introduction to the 3 different types of search marketing

Direct Response Coach

What’s not to love about search engine marketing? As a direct response marketer, I spend a lot of time worrying about my target audience – trying to find the right list or the right media for my outreach campaigns. It’s an uphill battle because no matter how well I do my job, I know that [.]. General Lead Generation Web Marketing

Direct marketing niches – and why you should know them

Direct Response Coach

Direct marketing niches represent the various ways in which direct marketing is being used.  As you will see, they have very little in common other than their use of direct response. . hear from a lot of people who want to try their hand at direct marketing. More often than not, they may have read [.]. General

Are direct mail brochures necessary?

Direct Response Coach

This may be counter intuitive for many of you. But bear with me. think it might make sense in a minute or two. So you’re planning a direct mail campaign and you’ve decided to use a letter package – and now it’s time to spec out the package. You have the three essentials components [.]. The post Are direct mail brochures necessary? appeared first on McCarthy and King Marketing.

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Inbound Marketing vs. Outbound Marketing

Direct Response Coach

Are you trying to decide between inbound and outbound marketing?  You don’t have to decide.  You can have them both. This is a debate that should not be taking place – not if you believe in taking a comprehensive and integrated approach to your marketing … not if you care more about solutions [.].

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Market Segmentation: Different customers need a different strategy

Direct Response Coach

Many marketing executives like to keep things simple:  Find a marketing strategy that works – and repeat. subscribe to this approach myself – for the most part. But I also recognize the importance of market segmentation – and that not all customers have the same value in terms of revenue potential.  If a particular [.] The post Market Segmentation: Different customers need a different strategy appeared first on McCarthy and King Marketing. Direct Mail Direct Marketing Email Marketing General Lead Generation Lead Nurturing