A Friend Emailed This To Us – You Should Read It

If you correctly identify your target audience, their buying cycle, and your own product, direct marketing can literally build a company out of practically nothing.

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How To Handle Leads

You see, marketing's job is merely to generate leads. It's supposed to throw out a benefit, and cause people who are interested in attaining that benefit to raise their hands and identify themselves.

That's what's happening in her ads. Lot's of benefits, few features. Guess what? People call like crazy. So how do you handle those calls?

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A Big Blunder Potentially Averted

A fellow member, a client, and a friend has come dangerously close to making a big time strategic error. Thankfully, he is a client and we caught it before it cost him.

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Don’t Get Caught With Your Pants Down

I received an email from a radio station yesterday alerting me that the station was receiving calls from listeners who had tried to call the advertiser (our client) - but the person answering the phones at our client's office didn't know anything about the offer mentioned in the ad.

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One Tiny Change, Massive Results

You know how a small change in angle can equate to a huge change over long distances? The same is very true in your marketing.

Marketing is all about testing and measuring. If and ad or a script or a postcard or a flyer or a sales presentation doesn't work, try something different. It's not rocket science!

The key, however, is to pay close attention to what you change, so you can understand why what makes the ad ultimately work. In fact, we recommend only changing

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