The Customer Persona: Your Guiding Star for Direct Response Marketing Success

Person holding a star

When you’re writing a marketing message, developing a sales offer, or designing a piece of creative, who, exactly, are you creating it for? As marketers, we need to tailor our communications as tightly as possible to the specifications of our target audience so our offers adequately reach, resonate, and drive response.

Thankfully, there’s a handy tool—the customer persona—that can help your strategic and creative teams deliver effectively targeted messages and offers that convert. Let’s take a closer look at this guiding star of direct response creative success.

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3 Steps to Success: Direct Response Marketing and the Up-Sell

There’s more than one way to motivate your existing customers to buy more or spend more, either at the point of purchase or after the sale. Usually, sales and marketing folks employ the cross-sell or the up-sell; those with the greatest success know when, how, and with whom to use each technique.

Cross-sell vs. Up-sell
Straightaway, let’s get our terms straight. Cross-sell and up-sell aren’t the same thing, as we explain in our simple example from The Art and Science of the Direct Response Marketing Cross-Sell: Instead of suggesting to a fast food customer that fries would go excellently with their cheeseburger (a cross-sell), you entice them with an upgrade to a double cheeseburger (up-sell).

Put another way, a cross-sell encourages existing customers to purchase a complementary or related product or service, while an upsell promotes the purchase of a higher-end offering (i.e. a more expensive model or one with more “bells and whistles”).Read more


3 Direct Response Marketing Trends with the most Business-Building Potential for 2019

The turning over of a new year is the perfect time to refresh your direct response marketing strategies. You can look back at 2018 and see what worked or what you want to try again with a fresh approach. Or, you can think out-of-the-box and commit to experimenting with something different—a new tactic or technique.

We hope this list of what we think will be the most business-building direct response marketing trends will help you get your 2019 planning off to a great start.Read more


3 Times You Definitely Want to Use Direct Mail

With so many communication channels at a marketer’s disposal, direct mail isn’t necessarily the default choice. Digital channels tend to be less costly and easier to deploy—but that doesn’t make them the most effective or best performing choice.

There are three times, in fact, when you should make postal mail your primary means of reaching customers with offers.Read more


3 Direct Response Marketing Techniques Your B2B Sales Team Will Love

When it comes to working with your organization’s sales team, you’re probably focused on how to deliver qualified sales leads, qualified sales leads, and more qualified sales leads.

Growing a B2B business depends on developing new sales relationships and profitably maintaining them over the long-term, after all. So your job, as the trusty marketing department, is to get new customers in the door—and your counterparts in sales will keep them happy.

If only it were that simple!

Marketing + Sales: In Search of the Perfect Balance
In reality, it takes a combination of sales and marketing efforts—and a whole lot of working together—to nurture B2B customer relationships. Fortunately, direct response markers have handy techniques at their disposal to make their jobs easier and more productive…and delight their sales team at the same time.Read more