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J&C Blog

Find all the latest marketing trends on the J&C Blog.

Have all communications channels stopped working?

Direct Response Marketing October 8, 2014

I recently awoke after a long weekend to learn that many of the marketing tactics I have been recommending to clients no longer work. Had I awakened in some dystopian alternative universe? Was I in an episode of Rod Serling’s Twilight Zone? Or was it all just a dream?

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Copy and content: What’s the difference, and can they work in harmony?

Direct Response Marketing August 13, 2014

Reading through a direct response campaign, a consumer likely won’t notice the differences between copy and content. It’s all writing, and it’s all trying to pitch a product. But a copywriter knows that one cannot succeed without the other. The differences between the two might be slight, but they’re worth exploring, especially if you’re trying to establish marketing goals for a successful direct marketing campaign.

 

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A 7-Second Successful Direct Mail Test

Direct Response Marketing August 6, 2014

This is exciting—your direct mail package just arrived at your prospect’s house. All your marketing strategy, creative direction and hard work are about to be put to The 7-Second Successful Direct Mail Test.

 

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Part 2 of 3: When is a control not the best direct mail package a marketer has to offer?

Direct Response Marketing May 27, 2014

In the first part of this blog post, I described how I look at the promotional direct mail that arrives in my mailbox. I mentioned a direct mail package from a roofing services company I received many times before but never opened. I described how I look at the outer envelope for clues, details and “tells” about what may be inside.

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Part 1 of 3: When is a control not the best direct mail package a marketer has to offer?

Direct Response Marketing May 22, 2014

I get a lot of direct mail in my home and office mailboxes. I try to open up my mail and look at it like a prospect or customer might. I look for clues, details and “tells” about what may be inside. And, I ask myself what would the prospect, receiving this mail for the first time, see? That may not be a fair question, because I am not the average prospect or customer. Nonetheless, I do my best to look at each new piece of direct mail that I receive as a fresh, original experience.

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If you’re a digital, mobile or modern marketer, you owe your success to direct marketing

Direct Response Marketing May 8, 2014

I am often asked why I still hang on to the idea that I am a direct marketer. The words “direct marketing” seem to have fallen out of vogue. As co-author of Successful Direct Marketing Methods, now in its eighth edition, it would be impossible for me to hide this fact. The more I think about it, the more I realize that direct marketing should be celebrated, not looked upon as a discipline out of the early 20th century. The tools and techniques of direct marketing are the underlying principles that modern marketing is built on. Click here to purchase the book.

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Top 3 direct mail examples and how they broke through

Direct Response Marketing April 4, 2014

We’ve written before about successful direct mail examples because they deliver outstanding results for our clients. Some assert that paper is on its way out, but direct mail continues to break through this notion. What follows are direct mail examples of our most impactful campaigns and how we pulled them off.

 

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The two most effective lead generation techniques

Direct Response Marketing, Inbound Marketing April 3, 2014

There are a number of different techniques that generate hand raisers and leads for your products and services. These techniques span a multitude of online and offline channels. Most people are familiar with the sales funnel concept: that prospects and customers are moved through a number of stages based on their readiness to buy. Another common framework is the AIDA, where the process starts with generating awareness and interest.

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The death of digital banner advertising

Direct Response Marketing March 25, 2014

It’s almost hard to remember the day when digital marketing just began to get traction. Think back to ten or fifteen years ago. What digital lead generation techniques did companies use to bring users to their websites and attract customers? In many cases, banner advertising seemed like one of the only options to drive new web traffic digitally.

 

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How SEO impacts content marketing and what every website owner should know

Direct Response Marketing March 18, 2014

Improving search engine optimization (SEO) means having an effective content marketing strategy that conforms to updated search algorithms by search engine master Google. One of the greatest myths about 21st century SEO concerns the outdated notion that search engine "crawlers" prodded by specific inquiries are irresistibly attracted to websites composed of a cluster of keywords within a block of text. Just like many other urban myths, the idea of keyword stuffing being the end-all to ranking websites just isn’t true. Quality content is now the name of the game to positively impact search engine optimization.

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