Archive | Direct Marketing

The Dangers of Lazy Data Analysis

A well-known consumer marketer emailed what they thought was an irresistible offer. Using my address, they deduced that I must be a St. Louis Cardinals fan and presented me with a great deal on some Cards memorabilia. Bad move. My lifelong allegiance lies with a team that plays at the intersection of Clark and Addison […]

Tell me what to do

By Scott Flood on September 5, 2017 in Advertising, Direct Marketing, General rants, Marketing Wisdom

One of the most common mistakes in advertising and marketing materials — one that’s even made by professionals who should know better — is forgetting to include a call to action. In simple terms, a call to action is the instructions you’re giving the reader or viewer, so they know what you want them to […]

Marketing is all about relationships

By Scott Flood on March 22, 2017 in Advertising, Direct Marketing, Marketing Wisdom

No matter how much technology a company uses in its marketing, its chances of success or failure are likely to come down to the organization’s ability to build relationships. That’s usually what effective sales and marketing efforts are all about. You want to build some sort of positive relationship with the prospect or customer, so […]

Don’t let automation drive your marketing

By Scott Flood on November 2, 2016 in Direct Marketing, General rants, Marketing Wisdom

Technology’s impact on the marketing world has been growing exponentially. Each year sees amazing new platforms that give marketers more power and greater opportunities. However, they also create a dangerous temptation to completely eliminate the human role … and with it, do away with common sense. I’ve written about this in the past, pointing to Staples […]

UNTIMELY MARKETING IS A WASTED EFFORT

By Scott Flood on March 23, 2016 in Direct Marketing, General rants, Marketing Wisdom

I often point to flawed marketing efforts by well-known companies. It isn’t that I have something against big business; it’s that those big players tend to make some of the biggest, most amateurish mistakes in their marketing efforts. Usually, the underlying concept is sound. The execution is where it falls flat. Take the email I […]

THE CRITICAL CALL TO ACTION

By Scott Flood on February 3, 2016 in Direct Marketing, Marketing Wisdom

There’s a mistake that both amateur and professional marketers make all too frequently. It shouldn’t happen but it does. That mistake is forgetting the call to action. What is a call to action, you ask? In simple terms, it’s the instruction you give to the reader or viewer about the next step you want them […]

USING NAMES CREATES CONNECTIONS

By Scott Flood on July 29, 2015 in Direct Marketing, Marketing Wisdom

When you want to convey an example to illustrate how your product is used or how your service made life easier for someone, one of the most effective techniques is to create a fictional case study using a fictional person’s name. When you use a name, you create a stronger connection with the reader, and […]

SNEAKY CHARITIES EQUAL LOST OPPORTUNITIES

By Scott Flood on April 8, 2015 in Direct Marketing, General rants, Marketing Wisdom

The envelope arrived with stamp stating “Renewal Notice.” There was no return address, but I assumed that it was from one of the many magazines and newspapers I receive. That’s exactly how it looked, right down to the alphanumeric code atop the address label. It wasn’t. It was actually a pitch from a charity. […]

A SIMPLE WAY TO MAKE CUSTOMERS FEEL APPRECIATED

By Scott Flood on February 25, 2015 in Direct Marketing, General rants, Marketing Wisdom

Not long ago, I made a first purchase from an online retailer. The price was right, and the product showed up a day earlier than expected, so I was already impressed. About a week later, the retailer did something surprising. They mailed me a postcard with a handwritten message from an employee thanking me for […]

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