By Sharon A.M. MacLean I’ve always loved direct response marketing for its hard core results. We were never flummoxed by vague outcomes like in mass media advertising. Direct marketing designed to make sales and
By Sharon A.M. MacLean One of the best lessons I learned from my days fundraising and direct response marketing—before magazine publishing—was the value of a good database. . I call them Smart Lists. It
By Sharon A.M. MacLean I learned this first, big lesson the hard way: Keeping up with shiny new tools on the Web will overwhelm you and blow your budget. Commit to what works best for you.
By Sharon A.M. MacLean What can you do attract new customers…and keep the ones that you already have? Start with something you may never have done before. It’s called a customer persona. Think it’s
By Sharon A.M. MacLean Social media became the answer to a world of people demanding to be heard. Let’s back up. How does social media compare to broadcast media, anyway. Broadcast media (TV, newspapers,