When sending brochures or product pitches, it is crucial to provide complete information. Business decisions are generally nor made by one single person or on a whim, and often require thoughtful consideration. So it becomes important to give the decision makers all of the information they will need to make an informed decision about your [...]

When sending B-to-B direct mail, include a variety of job titles and employment levels. Today, decisions are often made on many levels. Leaving some people out of your mailing can prove a costly mistake. Mail your material to several levels at one time to increase the chance of making a connection with the right people [...]

If you have found a diminishing return on your investment in Yellow Page advertising, you are not alone. People all over the world are turning away from printed directories and toward online listings. Rather than spending money on phone book ads, consider putting that investment into search engine optimization and local Internet listings instead.

Have you ever noticed that people, and even businesses, tend to cluster together? This is not by accident. People with similar interests, demographics, and buying power tend to live near one another. By tracking your customer’s locations, you can advertise more in areas near your past customers and expect higher hit rates in those areas [...]

Sending a contact some advertising collateral one time is not an “advertising campaign.” A campaign is never a single attempt at anything! An advertising campaign is a sustained and continual effort conducted over time with results tracking in place to evaluate results. If a contact has shown any interest in your company after the initial [...]