Direct marketing has hundreds of tactics to reach your customers…

Direct marketing has hundreds of tactics to reach your customers…

Direct Marketing Has Hundreds of Tactics to Reach Your Customers

More and more companies, big and small, are searching for direct marketing ideas. *


The efficiencies of direct marketing led to a long success for many small business marketing firms and importantly, how to make them work for your small business today. Today I read a report that larger companies are eyeing ways to use it as well.

In small businesses today, B2B, healthcare practitioners, start-up companies, and retailers, advertising to the masses is possible but not likely effective. In fact, small business advertising was and still is harder for a small business to function properly and to sustain growth, but even worse in the pandemic.

There is a lot of noise created by the thousands of mid to large companies trying to get the attention of any person and convince them to buy their products. There is no room for a small business to even think of trying.

Did you ever travel with your favorite sports team to an away game? I bet the noise was deafening whenever the home team had the ball, were at bat or handling the puck.

That is a metaphor for the present state of small business advertising today. For your message read or heard by a customer or prospect, you must shout louder than the home team. Here, a small business can never match the advertising dollars of the much larger companies or worse yet, maybe their competition.

Direct marketing techniques are more than a single communication channel.

Direct Marketing is a good defense communication channel when using direct mail. Direct Mail is an important channel of direct marketing, and many of the small businesses that use it will agree. Even the postal service offers programs, such as Informed Delivery and Every Door Direct Mail (EDDM) is affordable for the many small business’s market.

“Direct marketing means delivering an opportunity to buy directly to a single customer through any channel that the customer may use or prefer.”

Or what we call, direct 2 customers.

No mid to large corporation would ever use direct marketing in their advertising based on the definition above. But there are looking. Yet, a small business can and should use direct marketing in all their advertising to customers.

Specifically, direct marketing has a variety of tactics to reach customers. A marketing message can gather the reader’s attention with captivating copy, an impactful design, and crafting an offer that is hard for anyone to refuse. Using a website landing page will keep the communication moving to a sale.

If you like that idea, let us look at another strategy when combined with direct marketing to speed up company growth.

Today's small business marketing environment is ideal for using direct marketing.

First, advertising is a tactic of marketing. Everything marketing starts and ends with your customers. You need to listen to them and respond to them. Customers will share their thoughts about your products.

If you believe that this is the “age of the customer,” then it is the perfect time for you to behave like a customer you would love to have as a customer. Ask your customers daily.

As a marketer, the purest, most simple goal you should have is to get a potential customer to receive your marketing message, read the message and make a purchase. Direct marketing’s developed PROVEN strategies and tactical tools for helping customers to respond to your message. Check out the graphic on our web page today.

In summary,

Knowing what type of marketing works well today is not a guarantee for tomorrow. However, when you stay true to your commitment on gaining a better understanding of your customer’s needs and wants, you will always know when a change is in the wind and figure out how to react to it.

*Direct Marketing Solutions Market 2020 Size, Share, Forecast to 2026: MRM//McCann, Acxiom, Leo Burnett, Epsilon, SourceLink, Merkle, Harte-Hanks Direct, Rapp, Wunderman

The market study also includes the detailed data regarding the performance of all the market leaders. For more information,



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Direct marketing has hundreds of tactics to reach your customers…

Are you looking for a higher revenue stream?

Answer a few tough questions

Building a business and marketing plan will teach you more about your customers, competition, direct or indirect, your industry and what other small businesses are doing. You are not in school anymore, so it permits copying.

But, in business planning, you need to answer some tough questions. If you are tackling a plan for the very first time, you need to build a planning and marketing advisor’s team. Select first from your employees. After all, they need to speak up, but please, no punishment from past discretions. Some of your best ideas may come from them.

Search for Answers

Meet with non-competing business associates you admire and even your customers. Other people to know may be in your local chamber of commerce, junior colleges, a community business association or in local business schools.

Visit your local bookstore, a university or junior college library, or venture online to find a ton of books, podcasts, and many gurus to check out for help. Keep in mind, your team members may have some ideas in the area. I recommend not to venture here until you visited the pervious suggested people.

1. A situation analysis is a significant start to help you change.

This company analysis involves evaluation of your company’s objectives, strategy, and capabilities. It will enable you to determine the strength of your business model, whether there are areas for improvement. For example, understanding your business capabilities, customer types, business environment, product, pricing, and revenue.

As written above, some people are best at answering a question during a conversation. The situation analysis is a great tool for your company leadership and team members. For example.

  • Precisely define your company and your product or service.
  • If you offer a product, define what it is, how is the product used, how is it put together, and what are the expected results.
  • If you offer a service, tell us what you sell in seven words or fewer, and what a customer receives when they buy it, how the service will perform for the person and who purchases it, and specify the single most important benefit.
  • Then, in order of importance, describe which features will appeal to your marketplace.
  • In order of importance, define the products/services your company offers. (Be as complete as possible.)

2. Let's Take A Look at Your Organization

  • In one sentence, describe what your company does. Do you have a USP(Unique Selling Proposition)? If yes, attach it with your answers to these questions.
  • How long have you been in business?
  • How is the company organized (subsidiary, division, franchise, etc?).
  • Are the current product lines or services meeting their goals and objectives? Please list them in importance of their success.
  • What is your knowledge about products and/or services information from customers is telling you?
  • Describe what you think your target audience knows—and feels—about your company and the products/services, in terms of quality, features, style, brand names, etc.
  • Describe what you think or know what your target audience knows and feels about your competition.
  • What areas of product (or services) and brand strategy need improvement?
  • Have you developed research profiles of each customer segment?
  • How is your company presently positioned in your industry? What is your company known for?

In today’s business environment you need to learn as much as possible about customers, transactions, and who is the next customer to serve. It is not as easy as looking at customers and the products they purchase and to make a mental note of the differences.

A company needs a business model to focus on what customers want and even how they think, recording answers in a database. Do not fall into the trap of building a major campaign on logic or a gut-feeling–it is a formula for disaster.

Join Us and Get A FREE Hour

If you want to get a feel for questions asked and answered, sign up for free today for our Direct2Customers Marketing Community. Plus, I will spend one hour free helping you with the questioning for the Situation Analysis, No. 1. Click on the button below and add” Situation” in the company tab.

   Please share with others – except your competition!

   Sharing time with you is genuinely appreciated. Please join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer Community. 

  It’s what I do. It’s what I love to do. 

  Thanks again for reading. Questions? or 800-251-3608 


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Direct marketing has hundreds of tactics to reach your customers…

Another way to use a call-to-action (CTA)

Another Way to Use A Call-to-Action (CTA)

What other words inspire action?

I Love 2 Inspire

Once someone clicks on your CTA they go to your website or landing page. If the marketing term of “call-to-action” sounds like a military term, I like to use “inspire.” Also, call-to-action always reminds me of the word “sale.” Just about everyone loves a sale.

It’s not a sale

But, depending on what you are selling, maybe the word sale is closed in. Simply, it’s not a sale. The mere thought of a sale is not your brand. If you plan to sell your brand to a new segment in your database, the product or service you select must appear less price sensitive,

A bit of motivation

Is the word inspire better than call-to-action? Inspire leaves a positive feeling for a customer by telling them the secrets of how to use your product or service benefits. Just about anything but a sale. If your product works the way you hype it, people will buy it at a fair price.

At all times learning



My first boss taught me how to make dough. Using fifty pounds of flour at one time. He inspired me to learn.



So, I learned how to “work” a customer. After the order is complete, I was told to remind them to order product B or C, which go nicely with a pizza.


Will not fail

I learned a lot from my first boss. He hired me when I was a sophomore in high school. I did not want to fail him.


Learn by reading and doing

It was another introduction for me to learn by reading, learn by doing. I attended a technical high school that used a similar vocation of learning. I thrived in that environment!


Know your customer reach

As a marketer or salesperson, help your customers feel they want to do something. Maybe they need more information, a sample of the product or service or “buy this product and you can do this or that or whatever you want to do.” Inspire them.


Confidence and motivation

The word confidence is another good marketing term to use. Does your product or service provide confidence by the way it works or how to use it. Maybe to fulfill an ego? That works well, it creates great loyalty. Maybe motivate yourself to find more words.


What other words align with inspiration? Besides, from my first boss.

Learn by reading, learn by doing. You’ll find how in the Direct-2-Customer Community.


Please consider joining us today.


You'll Learn By Reading

In the past twenty years, are collection of articles, reports, and white papers were published consistently. Now, we are adding all our publications to our Library of Marketing. Ask to select one or two today.

We'll share our learning by doing ideas and experience

When we send an article or two with you, do not hesitate to contact us. I have a lot of information to share and look forward to the help you take that next step, and it’s usually free. 


Not Every Direct Marketing Strategy Will Suit Every business

Not Every Direct Marketing Strategy Will Suit Every business

View marketing as a science. Whatever product or service you offer your audience, everyone is different. The larger the audience, you must adjust your data collection and analysis. You will need to adjust or add new segments and customer profiles on a schedule. Change comes and goes differently within your audience. You are always reading and always doing.

Direct marketing has hundreds of tactics to reach your customers…

Direct marketing has hundreds of tactics to reach your customers…

 The efficiencies of direct marketing led to a long success for many small business marketing firms and importantly, how to make them work for your small business today. Today I read a report that larger companies are eyeing ways to use it as well.In small businesses...

   Please share with others – except your competition!

   Sharing time with you is genuinely appreciated. Please join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer Community. 

  It’s what I do. It’s what I love to do. 

  Thanks again for reading. Questions? or 800-251-3608 


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I’m looking for answers.

I’m looking for answers.

“If business growth is all about your marketing and sales effort, which one adds more to the bottom line?”



Throughout my ownership of a small business, I worked with a variety of healthcare practices, higher education, universities, B2B companies, direct mail companies, a proud selling solution provider as a partner, and entrepreneurs like myself.

No one small business I met with was the same as the next, but for marketing their products or services, marketing, advertising, and selling was usually in all the wrong ways.

Hence, I am looking for comments to the second headline of this post. Do you agree or disagree?

Which one adds more to the bottom line, marketing, selling, or both? Please share your thoughts and experience with some examples if possible in the comments below.

Let me Explain

Let me Explain

Most small businesses are excellent at one or the other, but rarely very good at both. Based on experience, depending on which one the management team is comfortable with, well, it could be one or the other. Either will grow the business if leadership makes sure there is a firm commitment to the sales or marketing effort.

However, why stop at one?

Today, the future success of an organization’s sales team depends on the business leadership and their development strategy. The strategy is usually a blend of their marketing and sales tactics they have developed over the years. Logically, that provides results needed to keep a business growing.

But somewhere down the line, business growth becomes stagnant.

Leadership has become complacent. It seems like when a small business finds a new customer, an existing customer somehow disappears. It becomes more difficult to meet business growth goals.

Once contracted, I collect a lot of information about a company’s marketing and sales teams. I ask selected questions and provide examples from my e-Book, Custom-Made Marketing, to stimulate discussions.  Marketing professionals and salespeople love first class business growth and development ideas.


Summary -

Build A Direct Marketing Strategy Using the Four Basic Business Building Blocks Below.

When marketing and sales are looking to return to first-class business growth and development.


The business team must have a complete understanding of customers’ and prospects’ needs and wants, and selling the products and services that meet those needs and wants. People change. Markets change.




A successful selling growth strategy requires a focus on the basic skills of prospecting, lead generation, and face-to-face selling. Add personalization as a goal. Do you need better data? Is your database or CRM up-to-date? Don’t grimace, just do it!


Leadership must define “what is a great sales lead” and what are the steps to take to nurture the lead prospect into a customer. A past customer will require some incentives to establish them as a returning customer.


Provides a customer service strategy that encourages more and repeat business. Learn more about prospects and customers. I used a storybook type of writing that served as a reminder of the needs and wants of each prospect and customer. Add personalization. Become known as a solution provider.

OK Mike, you asked,

but why is business growth and development more challenging today?

First, let me hear your answers and comments.

I want to get an ongoing discussion session and share with us what you learned by reading and/or by doing. I’ll be happy to share my thoughts and answer all your questions. 

Plus, all answers and comments will receive a free subscription to our Direct2Customers Marketing community and an issue of Direct Marketing+Mail Success.

I will complete this blog post week, February 8th.

Click here to read Part 2 of I’m Looking for Answers

Please share with others – except your competition! Your time is genuinely appreciatedPlease join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer community. 

  It’s what I do. It’s what I love to do. 

  Thanks again for reading. Questions? or 800-251-3608 


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Be More Creative and Strategic in Marketing and Sales Promotions…

Be More Creative and Strategic in Marketing and Sales Promotions…

which lead to many benefits in the overall growth of your company and employees.

What are the top five strategies in our direct marketing community?

When evaluating existing marketing and selling programs, we always find a variety of solutions and ideas to enhance company growth. There are leadership skills that come with creative marketing strategies. And we all know the importance of leadership.

Selecting the best strategy or using a variety of strategies is common, but first do your homework. Just as you can’t fit your feet in a shoe size smaller than yours, you need strategies that work well with management, your team, and your targeted market.

I have used five battle tested strategies, from the past and in today’s digital landscape. There are a variety of strategic names, such as a game plan or master plan. In my world of marketing and advertising, creativity is prominent.  The art and science of marketing tend to lead one to build creative strategies.

I made a presentation in 1993, at a business trade show in Chicago, on how to use creative strategies in direct marketing mail with one-to-one marketing, and relationship marketing. These were creative strategies in this era showing results in marketing programs and tactics.

The good results were also the importance of gathering customer data and analysis to add some strength to a firm’s strategic marketing plan.

Our five strategies of importance are in no particular order. However, the customer always comes first.

A customer-centric marketing strategy

The customer is at the center of your marketing universe. Therefore, all your products and services must meet their needs and requirements. Not just in the beginning of a purchase, but every time the customer makes a purchase. People don’t buy products or services–they buy solutions.

If you Google customer-centric marketing, you will uncover a ton of definitions. To keep it simple, I’ll use the following information that hits on a few high notes based on experience.

Customer-centric marketing means to fulfill all the needs and wants of each customer with a desire to help them reach satisfaction and doing it all with a smile. If you want to experiment with the principles of customer-centric marketing, you need to learn the “how” from your customers, one-on-one.

  1. Learn as much as you possibly can about all your customers and prospects. Even the ones who may only purchase on an irregular schedule. For example, ask them how they use your product or service? How did they make a purchase decision?
  2. Share your product and service features and benefits with your prospective market. Give them a taste of what you offer. This will lead buyers to more ideas on how to use your products or services. Consider using the benefit from your company being a solution provider. Working closely with your buyers to design a special service or product that is very beneficial to them.
  3. Treat your customers with value added, no cost services.  This is one benefit that no one forgets.
  4. As you learn more about each customer, keep fulfilling their needs and wants to exceed their expectations. A happy customer leads to collect more marketing data. More data can lead to better advertising results.
  5. And when customers are happy, they give you testimonials. Testimonials are a great addition to your marketplace communications and especially customer service and the selling team.

Why use a direct marketing strategy?

You need a customer-focus mentality to see and understand why your customers buy or not buy. There is nothing better than weaving a direct marketing strategy and its many tactical choices to reach, attract and sell more to your target market audience. In one word, AWESOME! 

Direct marketing is also an interactive system of marketing and selling using two-way communication in your marketplace. Effective direct marketing uses more communication channels to get a measurable customer response and enables you to record and analyze event data.

The direct marketing strategy, as coined by Lester Wunderman in the 1950’s, “is advertising directly to the consumers mailbox with less competition.” An advertising message, sent to a consumer, provides a direct path to the person’s mailbox, with less noise from the competition.

For example, the United States Postal System is moving toward digital, but not at the expense of direct mail, but using it with direct mail. (See the post Informed Delivery from the USPS.)

Why a use multi-communication channel strategy.

Multi-communication channel marketing enables you to use a variety of communication channels to reach your customer and your customer responds. For example, direct mail, e-mail, landing pages and numerous channels in social media hit their target market with good results.

The customer is the center of your universe and all your products and services must meet their needs. Many times, more than not, it’s wise to make sure your database used for prospects and customers in your marketplace records, show what channels are used and by whom. People don’t buy products or services – they buy solutions.

Why A Data Driven Marketing Strategy?
May I quote, according to Fospha, “Customer Data Platform Specialists,” director Sam Carter stated that:

“Without fully integrated customer data, businesses are unable to fully engage their customers and drive conversions at sustainably low cost, retain customers and build brand loyalty.” 2016 publication. By the way, this is still true today.

At a ClickZ’s webinar, August 23, 2017, Maximize Your Customer Data, a definition of personalization is defined as, “communicating differently with a customer based on their characteristics, to optimize customer acquisition, retention and lifetime value.” Also still true today.

 Plus, according to McKinsey, personalization can result in a sales uplift of 10%, and increase return on investment on marketing spent by a multiple of eight. Without data management, everything else you build in your marketing model, is wasted.

The analysis of data will help one to determine isolated trends, regions, or time periods to compare with your other data from previous campaigns.

Designing solutions for your small business and b2b marketing is three-fold.

  • To attract and retain buyers,
  • using end-to-end visibility into all marketing and selling campaigns, and
  • from impressions to revenue.

This can easily combine data from various sources to get new insights about your marketing and advertising tactics.

Why a Data Driven Marketing Strategy? 

Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It’s an effective way to keep customers spending their money on your products and services. 

Why a Digital Marketing strategy?

There are different types of customer profiles, behavior, and competitors. Designing solutions for your business to attract and retain customers, and gain visibility into all campaigns, from impression to revenue is extremely valuable. When your strategy enables you to easily combine data from different sources to obtain new ideas, value is generally recognized.

Develop and create a marketing and selling campaigns, driven by your customer data and paid‐search strategies, is measured by key performance indicators (KPI) you create.

In a small business and a b2b company, you can start to learn to increase your proficiency in social advertising, use Google AdWords, and Google Analytics to find meaning in user behavior. Determine if your competition and other companies in your industry use digital marketing and learn why and how it is used.

A small business and b2b marketing and selling fact remains that those who “have a need for what you have to offer must be aware of what you have to offer.”


In many ways you can see it pays to have a strategic creative marketing and advertising approach in all your marketing and selling communications with your target market. Think of your strategic creative marketing plans like a good home-made recipe. What I mean is, you use a little strategy and a bit of another, to stay in the know about your customers and target market.

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

Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customers community.

It’s what we do. It’s what we love to do.

Thanks again for reading. Questions? or 800-251-3608




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