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What I learned in healthcare marketing and…


why it’s a poor strategy for any business to imitate.

I first started working with dental healthcare practices in the mid-eighties. The main reason – too many competing healthcare practices. What do you do if you need to sell more?  Advertise!

Most healthcare practices, who decided to stick their big toe in the wave of advertising, turned to traditional advertising campaigns. There was no social media, email or Al Gore’s invention, the internet.

68The first thing the healthcare managers learned form advertising sales people is they needed to be first, always one step ahead of the competition. Some practices placed larger ads or helped ad reps create new classifications. Do you remember the yellow pages directory?

The next action was anticipated. Numerous display ads began to appear in the local newspapers. It was amazing how many teeth variations were designed into logos hoping these unique designs gained some recognition and even patients.

Even today, traditional advertising is not a money maker (except for the advertising sales people:).

Traditional advertising is truly not a place for a business hoping that this type of marketing works. Traditional advertising relies on a reactive form of marketing. You know, the “I must absolutely have that,” crowd.

Reactive marketing is seen on TV, found in newspapers, and what we hear on the radio. “See or hear my ad and please react with many purchases,” is what healthcare managers wanted from their advertising.  The cost of ad placements and the 15Calendarproduction of the ad are extraordinarily expensive. They can reach a lot of people, but for many reasons, not your customers.

Turn the calendar ahead to 2015.

What I described above exists today to some degree. What I learned in the early 90’s was that the average health care practice wanted marketing but all they knew was advertising. They wanted more patients or past patients to return to their practice, but they did not know how to directly reach them. Any other type of small business would agree with that assumption as well.

Last week I had a discussion with a dermatologist. She was probably in her late thirties or early forties. She left a very larger practice (seven locations) to join a smaller practice with one other doctor.

She left the larger practice because the more experienced doctors with ownership in the practice, were having a tough time with the latest health care regulations. The practice she left did not understand what their patients wanted, did not care about their needs, but only cared when they would pay for their services. Obviously, not a customer-centric marketing strategy in action.

This is beginning to sound similar to the earlier times of health care marketing.

The marketing was left to an office manager. If there was any marketing placed by the manager, it was scattered and poorly done. After all, there were other important patient issues to address.

The obvious result? The practice had a poor image with patients. Payments were needed up front if the patient did not have a good insurance carrier. Miss a payment, get a threatening letter.

Marketing is a process of many business functions.

GrowthThe health care practice of today must be patient centric. A practice needs a brand image that is in line with patient expectations. Any communication with patients must reflect on the wellness of the patient, medical knowledge, and leadership in medical procedures supporting the image.

The marketing strategy must be as professional as the doctors are with their patients. Marketing is too important for a practice or an office manager to handle in their spare time, if any is left. This can be said for any type of small business that wants good and happy customers in 2015. As in a healthcare practice this type of change is good for the practice and the patients (customers).

Marketing is only successful when the marketing process is followed.

Thanks for reading and please share with others – except your competition! It is truly appreciated.

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How to become a marketing mixologist…

Mixologistand reach your best response from each marketing campaign.

Every time I see or hear the word mixologist, the picture that enters my brain is a bartender trying to come up with the next best drink. Or is it the scientist working with numerous beakers, each one rapidly bubbling with vapor escaping from their tops! A mixologist could even be an artist mixing the paint on a palette trying to come up with the right color.

If you are a marketer, that same term can apply as well. For example, your customer database is full of unique personalities and characteristics just like one of your favorite drinks. So how do you whip up a list of your customers which will give you a higher response?

Maybe the copywriting needs an influx of higher octane words that sell. Does the design need to pull in more eyeballs, grab the reader’s attention and make them dive right into the copy for more?

The better your information, the less likelihood of marketing failure.

If you are like most marketing professionals, it takes an idea or even a word to arrive at a potential solution for better response. Once your brain gives you the answer you quickly remind yourself “I know that!” I believe it’s called an “Aha” moment or if you’re from Northern California, it’s known as, “Eureka, I’ve got it!”

Marketing is one of those occupations causing a normal person like you or me to suffer from cramping or even freezing of the cranium. A frozen cranium can be disastrous and worse yet, make one look for a new occupation. Something else may even freeze over, impacting more people, especially in sales.

I’ve got the cure.

There is a cure for this malady and I am willing to share it with you. A great marketer must digest a massive flow of information.

Then, with a moment’s notice the marketer must activate a solution from this massive amount of information stored in the darkest regions within the cranium.

Fortunately for many marketers there is a quick trigger nerve which can be activated almost immediately from the sensory portion of the brain. This trigger may be released with yoga, caffeine, dark chocolate or any other craving. Experiment – everyone is different

Once activated, the marketer starts to get answers. Some scientists believe this trigger to be a combination of the hand and lips sensory portions.

I found that all people in the profession of marketing have a special area in their cranium for solutions to many marketing questions.

It’s there in all of us marketers, but it takes time to find it and the correct way to use it. The more experience a marketer gets, usually determines the proper flow of information.

In closing…

The main reason there is so much information to scour and react to at a moment’s notice, is our interaction with other humans. On any given day, a marketing tactic or strategy that always worked, will fail. Smart marketers must try to determine why and make changes accordingly.

Just like the mixologist trying a new recipe, some of your associates may like it and others won’t. It’s up to you by asking why and test your answers before changing the recipe.

If you don’t particularly like change, you are in the wrong profession.

For additional information, please visit a recent post, “Are your Customers Buying Enough?” Or do a search right here on this blog to access other articles about understanding customers and using a Customer-Centric Marketing Strategy.

Thanks for reading and please share with others – except your competition! It is truly appreciated.

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Learn Seven Direct Marketing Copywriting Tips from Non-Profit Industry Writers …


and how to use it to win over more customers.

You can always learn smart marketing from the non-profit industry. Let me set the table for you but if you need a cup of coffee that’s your responsibility. Here’re a few simple direct marketing tips to get your mind in gear.

For example, an automobile manufacturer does not just sell cars. They are selling economical transportation to get you to and from work every day. What else are they selling?

Or the boat manufacturer does not just sell boats to get you across the lake. They are selling you the experience of fishing or waterskiing and the enjoyment of your favorite hobby. What would you add to this list?

When using direct marketing to reach an enthusiast, focus on the payoff or reward more than on the product or service. In addition you need to include some of the technical specifications or terminology, but keep the copy at a minimum.

My Seven Tips from great copy artists in non-profit companies. 

How do professional nonprofit fundraisers raise millions of dollars for their nonprofits every year? What are their secrets to fundraising? The answer is trust and establishing confidence in the direct communication copy. As promised, here are the 7 tips.

1.  As potential donors are reading the copy, it’s important to clarify “the why” you’re asking for a donation and then move onto selling the successes of the non-profit organization. They do not want a donor to give them money, but what they do want is to get them to support and invest in their organization. People want to be associated with a cause they believe in. 

2.  A Non-Profit copywriter puts the facts in small type, and emphasizes the benefits, payoff, and rewards. They bring the reader onto center stage in the copy using big, bold letters. Maybe they send them to a website landing page with a similar look and continue the reward and payoff type copy, even accentuating it with actual photography or a video.

 If you believe in a cause, you’ll receive frequent communications.

3.  There’s no faster way to lose an enthusiast or a donor than to stop at one communication. A good rule of thumb is to follow with another direct mail piece that has continuity with the first communication. The piece should contain crafted stories including pictures of a donor’s monetary gift in action. Donors like seeing information in writing and on paper.

4.  It’s always a good idea to reference the first mailing to build on the enthusiasm and then on the donor’s emotions. That’s another reason why frequency is so important.

5.  A single piece of direct mail can easily evolve into many communications and using other channels of communication preferred by the readers. Learning more about their donors is a vital strategy in the non-profit industry and similar to a customer-centric marketing strategy.

6.  Do not worry about redundancy. Remember people are bombarded with thousands of message per day. That’s another good reason to keep continuity going from the first moment into the campaign to whenever the campaign ends.

7.  The image you project about your product or service or your charity and the value it brings to your customers or donors, can be more important than the product or the service. To a charity donor, it’s considered as an investment into the charitable organization.

 Can you see the value of focusing more on your customers?

Here’s a takeaway for your profit business: learning a buying reason of a group of your customers on how they use your product, can lead your company to better marketing results using more relevant copy. Good results will lead to more customers.

You get the picture, so what are you waiting for?


Thanks for reading and please share with others – except your competition! It is truly appreciated.

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Are your customers buying enough?

Here are a few key ingredients that will appeal to many customers’ taste buds.BuyingBinge

People spend a lot of money each and every day on products and services. Would it be nice if they spent more of their hard earned cash at your company? Since you probably agree with the previous sentence, or unless you are selling the latest I-Phone, there are a gazillion reasons why not.

Since I’m not sure what number a gazillion is, let’s start with a simple number – one. Unfortunately that “one” represents all of your customers. Since every one of your customers is different, maybe your marketing messages are not up to the challenge to convert a browser to a customer.

Imagine being in a busy restaurant with every chair and table full and even a line of people waiting outside the front door to get in. Many of these people may know or not know what they are going to order to squelch their hunger. People are given a menu by a wait person to help with their decision making process.

As you look around the room, some people are drinking coffee, soda, milk or if it’s breakfast, maybe an orange juice. Then again, there are many items on the menu to meet the incredible needs of customers.

Why does your company need a customer menu?

There are many reasons why a customer chooses your product or service on any given day. Conversely, there are many reasons why customers have not selected your products and services.

People, who are successful with their marketing, have spent a lot of time learning as much as possible about their customers and their buying habits. These astute marketers segment their customers into different groups based on their tendencies to buy.

For example, the customer who came into the restaurant and did not need a menu knew what he or she wanted. Every company has customers who know what they want, but unfortunately this is a minority.

It’s a great opportunity to find people who know what they want, but what about people who are not sure? There are many reasons why people buy or don’t buy on any given day.

The key ingredient in your customers menu of buying decisions is…

A person familiar with direct marketing understands that people don’t buy things; they buy opportunities! Buying decisions are not made through reasoning and logic, but through the lens of wants, needs, interests, joys, fears, hopes, expectations, and regrets.

Customers buy opportunities — special deals, promotions, deferred billing, get-acquainted offers, long-term financing, and easy payment terms.

Beyond the basics of water, food, shelter, clothing, and warmth, virtually everything people buy is based on fulfilling an emotional desire. Once you touch people emotionally, reasoning and logic are used merely to confirm a buying decision.

If your marketing is going to appeal to your customers, you will need a Chef.

MktgIsEverythingV2Assemble a marketing team of people that are in customer service, order takers, shipping, inside and outside sales people, and just about anyone else who responds to customers in some way.

Their main goal is to collect customer information during every encounter with a customer about their most recent purchase. Every employee in the team must share their collected information with other team members. If you need further ideas read my sample charts of easy segmentation, one and two.

Select a team leader, one who can use this information to build customer profiles. Each profile is like an ingredient within the menu. It’s the common characteristics which relate to all customers in a specific segment. Your team leader is the chef or the marketing maître’d of the company.

Learning more about your customers will give you the various menus you need to build revenue. Your marketing becomes more relevant to customer needs and that reinforces their buying decision. It’s one of those “WOW” factors all good marketers love to hear about. That’s one of the reasons you probably started, or joined your present company.

Thanks for reading and please share with others – except your competition! It is truly appreciated.

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How to select the right marketing options for your company…

and what is critical for success.

TargetUrCustomersMarketing is not a mystery, it’s a process. If you randomly ask 100 people their definition of marketing, it’s highly likely you’ll get 100 different answers.

There is no one definitive solution where creativity is a requirement of the marketing process. Without creativity, your marketing will never reach its full potential.

Why a marketing process?

Let’s start with the customer. A company promises to provide a product for a person to part ways with their money. Depending on the simplicity (a donut) or the complexity (automobile) of the product, it may require a short or a long creative process.

When a purchase does occur, how good is your customer service? Does it increase customer satisfaction? Yes, the answers you need are quite daunting but it’s all part of the marketing process.

The list of marketing to-do’s can go on and on and for some, that’s a big problem. They just cannot find the time to get it all done. If this is you, marketing will always remain a mystery until you find the right solutions for your marketing process.

How to begin a marketing process.

Here’s a story how Larry shaped his marketing process from day one in a new company he started.

Larry started his new business with a product and service offering similar to the large company he left. His first problem was what type of marketing does he need to reach his potential customers? Larry could try and emulate the marketing programs his ex-employer had in place, but with Larry’s budget, that was out of the question.

After looking back at his previous job, his biggest success was working closely with customers. Larry developed a lot of good business relationships. Larry thought that was a good place to start building his marketing process and get answers. Larry, considered hiring a sales person, but quickly realized he was the best man for the job.  In fact, Larry thought if his relationship building skills he’d already honed from his previous employer worked as expected, it should set the foundation for the company’s brand image.

Why was Larry’s selection the best choice for his marketing process?

Larry’s past success in the industry was a major influence on what his company would become for customers and prospects. By injecting what he learned from customers and prospect into the marketing process, the better likelihood his company would attract the attention of his ideal customer.

As Larry moved forward he used stories to differentiate his company from everyone else he competes with. After each encounter with a new business he learned what marketing tactics were valuable for attracting the right customers.

Most company start-ups begin to fail at this juncture because they lack the finances to sustain their company growth. Without a marketing process in place, a company may use what finances established for marketing in the wrong way. That’s like rolling the dice on the craps table but likely more devastating.

A Year Later…

Each customer story gave Larry more information to build his company marketing process. Even the business he did not get was useful in his evaluations, motivating him even more toward success.

The company website was designed to give educational information on product and service usage in exchange for capturing visitors contact information. Collecting data was an important tool in Larry’s marketing process.

Larry’s marketing team used web analytics to collect more information, such as what page was visited, how the visitor entered the website, and this data enabled the marketing people to make assumptions, which led to future relevant marketing content.

As time marched on, the marketing programs were always fined tuned, and based on what they learned from their latest customer data.

In conclusion…

Any company, either new or well-seasoned, can apply the same tactics to build a successful company. What you need to do is to change the way you are doing business.

  • Get closer to your customers.
  • Learn more about the competition.
  • Get a better understanding of your industry.
  • Hire competent, analytical people for your marketing team.
  • Be known for something you do very well.
  • Give people a reason why they should buy from you.

Remember one thing: Rome was not built in a day. Give your marketing process plenty of time to succeed. You’ll be rewarded.

Marketing-Tip_CrpdYou may think your marketing is out of sight, but it may be out of mind.

Thanks for reading and please share with others – except your competition! It is truly appreciated.
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Marketing’s most essential ingredient for success!

If your marketing performance is out of sight, then it’s probably out of mind.

OuttaSiteWhen you don’t see something or someone frequently, you simply forget about it or them. For example:

  • I know I have a Philips screwdriver!
  • You’re kidding me! She did that again. I can’t remember the last time I’ve seen her.
  • OMG! You mean they are still in business!

Unfortunately, for many businesses, neglect to advertise can be a death null. Or advertising the same message over and over, and expecting different results, is insane. Just ask Albert, the next time you talk to him.

Everyone’s job in your business is marketing.

I think we can all agree that the importance of personal communication in any sales transaction is vital for any chance of continued success. What marketing steps did you take to get to this point? What steps will you take to make sure that transaction occurs again?

Today, the number of messages it takes to convert a person to buy is higher. There are many communication channels at one’s disposal but to determine what is best, yet it takes a serious commitment to marketing.

How serious are you about marketing?

Patience, testing, building relationships, measuring response, calls-to-action, ad copy, customer service, technology, to name just a few on the list of to-do’s, is daunting.

The many faces of marketing

The many faces of marketing

In order to use direct marketing successfully, you need to create a marketing culture within your company.

A marketing culture is formed by the collective behavior of an organizations employee’s, that are customer focused, and goal oriented. They are a central part of change for a company to adapt.

Employees are viewed as a selective and vital community, a team within your organization. Every employee shares their success with other employees in serving customers for the benefit of the company. This attitude adds a little treasured frosting on the top creates value to the customer buying experience.

This is another benefit that a customer-centric marketing strategy will bring to your company. Building one strengthens a company’s marketing culture. Plus, it helps to ensure change within your organization is always embraced when it’s beneficial to success.

Customer-Centric Marketing… Change – Creates a Culture – Builds strategies – Connect – Engages – Sell – Success.

Marketing-Tip_CrpdOut of sight and out of mind? It never happens in a Customer-Centric Company!

Thanks for reading and please share with others – except your competition! It is truly appreciated.
Marketingeval_logoV3MarketingDocEverything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


4 Proven Techniques to Increase the Success Rate of Multi-Channel Marketing

DataAndAnalyticsThe large amounts of data flowing from CRM and contact management systems make it easier to track and report results.

But using this operationally focused information still proves challenging. When building a multi-channel marketing campaign, the way you use and analyze your data can increase the response rate.

The challenges of data and analytics

The challenges for marketers when it comes to using company data to improve marketing effectiveness are:

A) Poor data quality and

B) A lack of formal processes to collect, manage data, and creative thinking for a better marketing strategy.

There are many variables as you can imagine when using data and analytics. Since it’s no longer a fad but a reality, here are a few techniques and thoughts to get you started or to enhance whatever your organization is presently using with marketing.

  1. Treat data as an investment

RedFlag2Your data is like any other company asset. You need to manage it so it delivers the results you want. It needs to be accurate or your analysis and ultimately your decisions could be flawed.

Accordingly, you’ll need to retool it every now and then because of changes and the ever changing faces of human nature. Replenish your data with any new information received from existing customers. New customer information may signal an opportunity for new services or products.

  1. How to begin to measure your analytics

As with data, you must establish your key performance indicators (kpi’s) and how you interpret them. This is another area where you need to adjust your thinking cap. Get into using metrics to see if GoldenRulethere is a deeper meaning with the numbers.

According to an article in Marketing Sherpa©, you should translate your performance into a predictor of customer behavior. To do this, first ensure that your metrics platforms are able to track four primary types of analytics:

Amount – How many instances of a particular action are occurring? (Tracking the pages people are visiting on a daily basis.)

Source – Where do the prospects come from? (How many visitors to a website came from the latest email newsletter?)

Nature – What do prospects experience on your site? (The value of direct marketing fundamentals. 156 visitors read an article on 7 steps to create a catchy headline).

Results – What do prospects do on your site? (Contact MD for more information.)

Google Analytics® is a good tool to start with because it provides just what you need, especially if you’re a beginner. For example, I use it to answer many questions while assessing the data, especially how will this data impact my marketing strategy.

  1. Creative thinking is important

LightBulbv1copy_thumb.jpgCreate an idea dashboard to track and manage your favorite marketing ideas and tactics. Periodically update it to meet your learning curve from the use of analytics.

If you ever feel rushed or finding it harder to focus, a particular day or time maybe best for your creative thinking. Even then, an interruption may occur, stifling your thinking activity.

Try assigning the reset mentality to a specific activity. Stop and listen to music, take a short walk, or get up and get a drink of water. A small break such as this can blow out all the tension and clutter in your mind, and that can restore your focus.

At other times, turning to a book or industry paper for your reading pleasure can help you re-focus. Ten to fifteen minutes can mean that next idea you need to come up with by the end of the week.

  1. Answers you get will affect marketing strategically

GoodDataObjectively interpreting your data can be extremely overwhelming and very difficult to do correctly. Your strategy must have correct insights from other campaigns to make the right sense of your data.

Narrow your focus to the metrics that will provide the most relevant insights. This is where your KPI’s for your website or any other communication channel you chose to measure will help to narrow your focus. The most common ones are the conversion rate, revenue, cost of acquisition, clickthroughs or any of the other performance metrics you want to collect.

Whenever in doubt, always return to your business strategy for data and metrics to make sure you are on the right path. Ask yourself, “Do we have data to support that?”

Marketing-Tip_CrpdLiked this post? Here’s additional information that you will find helpful.

Looking for better response for your marketing programs? Read about the latest direct marketing technology.




Need some help with data management?


Thanks for reading and please share with others – except your competition! It is truly appreciated.
Marketingeval_logoV3MarketingDocEverything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


The Most Fatal Mistake You Can Make in Direct Marketing today…

CriticalMistakeeliminate it before your marketing budget is wiped out!

During the good old days of direct mail, a typical response rate of 1% was considered a victory. Today, if you told a client to expect the same response rate, they would take their business elsewhere.

The Dawning of the Digital Age and the recession that appeared in 2008 alerted all businesses that marketing for new customers had changed. Even today as the dust begins to settle, many companies large and small, are struggling to right the marketing shift.

Marketers using traditional advertising such as newspapers, radio and television are continually fighting to get more eyeballs on their advertisements. Social media has captured quite a bunch of these eyeballs, but marketers are trying to find the right marketing path for success.

So what is the most fatal mistake a marketer can make that will destroy a marketing budget? ChartSweat

The simple answer is the one marketer’s have known since the dawn of money: “I’ll give you this if you give me that!” This discussion took place face-to-face as a lot do to this day. When we can’t sell face-to-face, we need another channel to communicate.

The channel selection you need to choose is based on what your customers prefer to use. A good answer would be to use more than one communication channel, better known as multi-channel. In my direct marketing opinion the Internet is the real answer.

Just about anybody you really want to reach is probably on the internet. Guess what is number two?

There is a very high probability that this person has a mailbox. If this same person receives a cleverly designed direct mail piece and when she goes online and sees a similar design and message 25 to 30 times over a period of days, the chances increase that this person will make a purchase.

Here’s why this company came to me.

Earlier this year, a firm with an interest in direct mail, visited our website The letters in our domain name represent Direct Marketing Communications and Management. They introduced me to a new technology from the data they capture in the financial industry, such as credit card transactions among others.

In a rather innovative way (Patent-Pending) in conjunction with direct mail, their technology is able to match household mailing addresses and arrive at the household IP address. The process combines more than 30 public data elements to hyper-accurately map an IP address to a home address with >95% accuracy.

Once the Household IP Address is determined, every time someone in the household goes online, a very similar looking and appealing banner ad shows up on the website they are viewing. Literally, this is the first direct marketing one-to-one identification from a mailing list to an IP address, or what I call, the household’s digital mailbox!

What I, the direct marketer in me, like a lot about the technology is there are no “cookies” or “census block geo-location.” It does not use pop-up ads. The conversion from mail to IP is done in a privacy-sensitive manner by assigning a unique privacy ID in the matching process.

Why do I like the technology?Slide1

Businesses that know the importance of multi-channel communications will love using this technology to reach consumers. With this technology on their side, direct marketers are able to send relevant messages at a higher frequency rate. Most people will not find it objectionable like a pop up ad.

Direct marketers who use this technology can experience an increases in revenue and a low cost of adding multiple impressions with every marketing campaign. For example, if an average direct mail piece is sent for about $.40 including postage, you can get 30 to 40 IP impressions for the same cost of the mailing.

Here’s how to learn more and get a free offer.

GrabItIf you want to learn more about this technology and direct marketing, request our free report now. Once we receive your email address the report is instantly dispatched to your inbox.

Are you new to direct marketing and mail? Are you a past user and thinking about getting back into direct mail? After you have requested the report and decide you have questions with a direct mail campaign, I’ll provide one hour of free consulting time to make sure you get started on the right foot.

Imagine directly reaching consumers online – just like you do offline with direct mail but at a much higher frequency of touches and not killing the budget! Get your free report now!

Thanks for reading and please share with others – except your competition! It is truly appreciated.
Marketingeval_logoV3MarketingDocEverything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


There are many articles on marketing that imply a solution…

But what if it’s not the right solution for your company?

Anyone can say they are a provider of solutions for your company. How does anyone know your company needs a solution, if they do not know what is the problem?

SolutionIn the world of a small business, logically any company can have a problem with their marketing, advertising and planning. Yes, a company’s marketing program can always be better. It is an inherent perception which is correct more times than not. But what works for some will not work for all.

How to determine what is the best solution…

For example, in a previous post I noted there are many ways to skin a cat. I always cringe whenever I see an article such as “31 Ways to Get Every Customer to Buy Your Product.” Surely you can find a nugget among the 31, but does the writer even know you have a problem?

There is no right solution until a problem(s) is uncovered. Being a solution provider is part of what my company stands for during the past 30 years. It’s not stated as such in any marketing communication. It’s simply a part of our brand image.

How I made a solution provider image …

There are many experts in many different fields that offer great ideas. We once had a lead generating white paper that simply stated 11 mistakes every lettershop company makes and how to avoid them.

The 11 mistakes were based on our company working in the industry for over twenty years. We learned about these mistakes while making presentations at industry events such as trade shows, and meeting one-on-one with hundreds of companies. As changes occurred in the industry, recently digital printing and data, our marketing recommendations kept pace with these advances. Having a pulse on industry norms was the key part for our success.

Where to start…

Searching4aSolutionIn order to arrive at a solution, a person must be aware of the problem. To get some answers start thinking strategically. Get ideas from looking at your data and analytics. Look at your internal processes. Survey your best customers. What are other companies in your industry doing?

What you think now may be a problem could very well be a horse of a different color – another problem with a totally different solution. If you’re still not sure, you should go out of house and seek help in identifying the problem. Don’t become another statistic, by wasting your time and effort on trying to solve a problem that was not the real problem.

A solution provider knows how to find and define the problem. There may be more than one solution, but there is always one particular solution for a company that is the best.

Marketing-Tip_CrpdHint #1: A great solution provider will have it built within their brand image. Some key words to look for are evaluation, strategic, repair, teaching, goals, objectives, performance, analytics, testing and  industry data.

Marketing-Tip_CrpdHint #2: Focus on developing a customer-centric marketing strategy. When you are close to your customers, as in a customer-centric marketing, customers communicate with you before it becomes a problem.

Thanks for reading and please share with others – except your competition! It is truly appreciated.
Marketingeval_logoV3MarketingDocEverything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


People in direct marketing know a good deal when they see one…

GoodDealand they’re willing to share it with you.

Do you keep track of your customers contact points? By that I mean how many messages does it take for a customer to make a purchase? Is that number higher today than the one from 12 months ago?

If you’re not sure, do you think customers want to hear or read more messages and even remind them to make a purchase? I’ll share with you what I’ve learned and how to reach more customers and gain revenue.

What is your response rate?

Most marketers are unsure about their response rate or don’t have enough time for analytics. Today’s marketers are looking for more effective ways to reach their customers in a timely manner with a relevant message. This is not easy to do using one channel.

Many marketers know cross-selling tactics in a multi-channel marketing campaign can be quite successful. According to my sources, companies who are using multi-channel communications are seeing double digit response rates.

A direct marketer would jump at the chance to present a relevant message to a consumer numerous times using a variety of channels. However, CustomerResponsethere is a cost associated adding another communication channel and for some, that is a budget breaking deal.

At what cost?

Small companies may find these costs are prohibitive to add more channels into the mix. Marketers in large companies need to prove to the executive in the corner office that multi-channel is worth the gamble for a higher response. Skeptical executives have proven to be very difficult to convince for many marketers who have seen success in multi-channel communications.

Marketing has consistently evolved to keep pace with customer demands. Most industry experts agree that customer needs are changing marketing tactics. Many companies simply cannot afford to add another channel until now.

More companies are returning to direct mail.

Not That Far Back!!!

Not That Far Back!!!

Today, when people hear about or see direct mail in their mailbox, they see less waste. Yes, some mailings cry out junk mail. Others are not relevant to the readers needs. In reality, most people have a mailbox, and some people even enjoy receiving mail, checking their mailbox daily. Direct mail is worth investigating for anyone looking to expand their marketing activities.

Since direct mail is another channel provider of marketing materials to deliver a message, it has evolved as well. Marketers are creating very impactful and powerful TakeFivedirect mail which is getting people’s attention. That is by far the biggest difference in today’s direct mail.

Successful campaigns are encouraging the direct mail reader to visit another marketing channel to do “something.” The “something” can be to get more information, a chance to save money on their purchase or soliciting a donation for the readers favorite charity. The options are many.

Here’s an idea to help you reduce your cost for additional impressions.

Yes, I did write earlier that using multi-channels can add to your budget but in a good way, it’ll add to your response rate. It’s not mailing more because there are no discounts for repetitive mailings. What if I told you that it’s possible to add more impressions from another channel for a couple of pennies on the dollar?

So what is this other channel?

The other channel is the internet. On a daily basis people visit CNN, ESPN, Google and many other web sites. For some people, it’s like walking a mall without all of the hassle. Imagine directly reachingMatch consumers online – just like you do offline with direct mail but at a much higher frequency of messages – not killing the budget, yet increasing your response rate!

A new, available technology is available by using your mailing list addresses to determine if there is a match to a household IP address. Once the Household IP Address is determined, every time someone in the household goes on-line, a very similar looking banner ad from the design and copy of the direct mail piece will appear on their screen.

Here’s where to learn more.


Thanks for reading and please share with others – except your competition! It is truly appreciated.
Marketingeval_logoV3MarketingDocEverything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.