Internet Advertising will be Relatively Unscathed in the Downturn

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AT THE beginning of the year Jeff Zucker, the boss of NBC Universal, a big television and film company, told an audience of TV executives that their biggest challenge was to ensure “that we do not end up trading analogue dollars for digital pennies”. He meant that audiences were moving online faster than advertisers, thus … Continue reading “Internet Advertising will be Relatively Unscathed in the Downturn”

Do You Need a “Call to Action” on Your Website?

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The other day I received two emails, both with the same question, why didn’t we have a direct call to action on our website?
Sales people are taught, “You always need ‘a call to action,’ a request to act or lose the opportunity of a lifetime.” I’m sure you’ve seen the infomercials, website presentations, online direct … Continue reading “Do You Need a “Call to Action” on Your Website?”

20 Things All Successful Direct Marketing Companies Should Know

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1. Direct Marketing Is a Strategy, Not a Tactic
2. The Consumer, Not the Product, Must Be the Hero-and the winner
3. Communicate with Each Customer or Prospect as an Audience of One
4. Answer the Question “Why Should I buy or try?”
5. Advertising Must Change Behavior, Not Just Attitudes
6. The Next Step: Profitable Advertising
7. Build the “Brand Experience” let them play-touch-smell-trial
8. Create Relationships-they are people … Continue reading “20 Things All Successful Direct Marketing Companies Should Know”