Bob McCarthy

14 posts
direct response
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Creating a direct mail testing matrix

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...
Facebook Marketing
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So you thought Facebook was free

Facebook picks and chooses who sees your posts 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...
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Why everyone needs remarketing

Why Remarketing is a MUST for every business 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,...
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Using SIC Codes to Find Business Lists

List Research: Using SIC codes to find business lists When you research business lists for direct mail or email, you usually start with the SIC code. SIC, which stands for Standard Industrial Classification, is the...
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DIY – Do It Yourself Direct Mail

For companies that want to keep some or all of their direct mail in-house The direct marketing industry may seem to be dominated by large mailers that send out millions of pieces at a time....
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Direct Mail “and/or” Google Adwords?

Comparing Direct Mail and Google Adwords 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...
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7 Steps to a Two-Tiered Direct Mail Strategy

Is your direct mail strategy designed to reach your best prospects? Which direct mail strategy is better? Frequent mailings to the same audience or fewer mailings (maybe just one) to a broader audience? This is...
International Business
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Generating a Lead vs. Buying a Lead

Should Small Businesses Buy or Generate Leads? I get calls occasionally from people who want to know what I charge for a sales lead. For a while, I was confused by this ... because, frankly,...
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Are direct mail brochures necessary?

Direct Mail Brochures: What good are they? This may be counter intuitive for many of you.  But bear with me.  I think it might make sense in a minute or two. So you’re planning a...
lead quality
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How to Measure “Lead Quality”

What's your lead quality? You hear a lot about lead quality these days. That's encouraging news. It used to be that when you talked about sales leads, the focus was always on lead quantity -...
lead quality
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How to Build a Sales Lead Funnel

Build Your Sales Funnel 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,...