Monthly Archives: June 2015

The Know-How To Create Better Content. Where Do You Find It?

See the Internet for what it really is. As Malcolm Auld tells us, it's a pure Direct Marketing platform.
See the Internet for what it really is. A pure Direct Marketing platform.

Some marketers seem to be better analysts than problem solvers.

They can sense difficulties in the marketplace but they’re not as cluey in dealing with them.

A case in point is getting customers and prospects to respond in the Digital Age.

Too many marketers and traditional agencies say they’re struggling with content.

Which is why you might want to turn to the experts … those who can help you avoid a sluggish, uneventful life in the office.

One in particular is Malcolm Auld.

Malcolm Auld defines the Internet as ‘a pure Direct Marketing platform’.

How right he is.

But this surprises many marketers and those in traditional agencies.

They’re oriented to the ‘here and now’ of Digital thinking, not Direct Marketing.

More’s the pity.

Because they miss proven techniques and ideas that can drive response in any age – Digital or otherwise.

Direct Marketing ideas are effective because while technology has changed, people haven’t.

They’re still human with their particular needs, desires and pain points.

They make decisions based on emotions.

Here are five Direct Marketing books that only need a bit of skimming to convince you of their value.

Commonsense Direct and Digital Marketing – Drayton Bird

Tested Advertising Methods – John Caples 

Scientific Advertising – Claude Hopkins

How to Write a Good Advertisement – Victor Schwab

The Robert Collier Letter Book – Robert Collier

Use these books to put an end to wasted potential.

They can help you take the guesswork and false starts out of creating content and emails.

They’re effective in developing messaging that can change attitudes.

They’ll give you ideas on how to overcome the indifference of the public and avoid suffocating people with boredom.

You’ll gain the ability to tell a motivating sales story.

You’ll learn how to convince customers your business is operating for their priorities, not just your own.

You’ll begin to understand how to build a relationship with people so you can communicate on a regular basis.

You’ll develop the skills to lengthen attention spans and create the moment someone buys.

We are in the Digital Age; technology is a huge advantage.

But with the ideas in these books you’ll become one thing better than a marketer.

A Direct Marketer who can get people to respond.

Share with us. Leave your comment below. Thanks for reading Regards, Steve Ulin LinkedIn:




Do You Have To Be a Detective To Understand What Customers Want?

White Com[anyDo you recognize these story titles:

‘The Adventure of the Speckled Band.’

‘The Red-Headed League.’

‘The Adventure of the Dancing Men.’

How about this address … 221B Baker Street, London. Seem familiar?

You guessed right if you said they’re Sherlock Holmes stories and Baker Street is his address.

The famous detective and Dr. Watson first appeared in print in 1887.

Their adventures extend to 56 stories and four novels.

But the author, Sir Arthur Conan Doyle, was irked by Holmes’ popularity.

In his mind, another of his works, The White Company, was more deserving.

He viewed his novel about knights in the 14th century as the pinnacle of his success.

It details chivalric deeds, political turmoil and heroic battles in England, France and Spain, as well as the Crusades in the Holy Land.

It’s packed with historical appeal and adventure.

Conan Doyle wanted to be known for The White Company, not Holmes.

But as you well know, the public had other ideas.

You might say this is a reminder for business.

A reminder that customers stake out the boundaries of your brand.

Their opinion of your company is what counts.

So why do marketers often miss the mark on this?

Are they’re so wrapped up in their product or service they overlook customers’ views?

That question pops up in conferences these days.

It’s said many marketers aren’t awake to customers’ needs and desires.

They’re not always attuned to customer pain points. And with that, they don’t recognize golden opportunities when they come along.

But a customer-service strategy that’s inventive and differentiating can change all that.

It makes you better able to compete.

It gives you an advantage with established markets as well as emerging ones.

It helps you counter tired, old companies that have suddenly regenerated themselves by cutting costs, shedding unprofitable divisions and emerging with the technology and leadership to win.

It helps you deal with start-ups and others that have re-written the book on agility and added value for customers.

It supports you against overseas companies that have come to America with fresh ideas on how to capture market share or create new markets.

It reinforces your position in industry shakeouts.

Marketers who value their judgment more than their customers’ judgment risk difficulties for their brand.

Especially when it comes to being seen as open, approachable and responsive.

There’s a predicament for you.

Incidentally … if a company can’t respond to their own customers what hope do they have of attracting customers of the competition?

You don’t have to be Sherlock Holmes to understand the impact of that.


Share with us. Leave your comment below. Thanks for reading Regards, Steve Ulin LinkedIn: