Creating Huge Demand For Your Business Using Direct Marketing with Gary Mulloy and Tommy Mello

All marketing integrates into a single outcome. Direct mail, digital, mobile apps and retail visits should work together — direct mail is one of the most effective and measurable response mediums, and it supports rather than competes with your digital efforts.

Make fewer but more compelling offers. Instead of cramming five coupons and lots of clutter into an ad, give the consumer one clear call to action, clear visuals and words about what you provide and why they should reach out to you as quickly as possible.

The printed ad's only job is to start the conversation. Once the customer contacts you, it's up to your team to close — so pair a compelling offer with strong contact points and 'become the expert' on your website with FAQs about what customers need to know.

Track digital response, not just phone calls. Use squeeze pages, unique tracking numbers and Google Analytics so you actually know where response is coming from — pushing people to a website without tracking means you're flying blind.

Money Mailer works because it's a trusted, local environment. Owner-to-owner relationships and local familiarity mean consumers keep the envelope, retain ads for months, and turn to businesses they recognize when they're finally ready to buy.

Use data and micro-targeting. Identify the key predictive metrics for your business and select the right zones, messages and demographics (income, homeownership, presence of children, multiple cars) to reach the customers most likely to convert.

Play to your core strengths and don't try to be a jack of all trades. Measure the 10-20 metrics that predict your business, decide deliberately what to outsource vs bring in-house, and remember that lasting value comes from your people and team.