Key Takeaways:

• Direct response, scientific marketing can transform even a small subscription-based company into a multimillion-dollar powerhouse.
• Testing, targeting, branding, and measurable advertising were the keys that grew DTN Wall Street from a few hundred subscribers to more than 150,000.
• CDMG is a direct response ad agency that produced over 20 TV commercials, tested 100+ variations, created ads, landing pages, direct mail and more and created a winning strategy based on value, clarity, and accountability.
• The right direct response messaging reduces cost per lead dramatically — in this case, by 250%.
• A disciplined testing program helped lead to a $350 million buyout of the company.
• CMOs, founders, and marketing directors who embrace direct response copy and strategy rules, dominate markets faster and with greater profit.

 

 

For almost 10 years, I worked to help transform one small start-up company into a giant that was ultimately purchased for over $350 million.

DTN Wall Street, headquartered in Omaha, Nebraska, had launched a new investment product.

The marketing director, Chuck Wood, heard me speak at a conference in Las Vegas. He immediately connected with the concept of accountable advertising — what I call scientific marketing.

Scientific marketing or direct response advertising focuses on:

• Knowing your cost per lead and cost per sale
• Precise targeting
• Testing to see what works best
• Following the direct response copy and strategy rules.

The company had just expanded into a completely new market: the individual investor. Until then, they focused primarily on agricultural products for farmers and investment professionals.

At that time, they had just over 500 subscribers, each paying $39.95 per month.

The biggest challenge with any new product launch is communicating the value — and justifying the price — to a skeptical audience.

So, I created a complete marketing plan, including:

• Branding
• Positioning
• Direct response copy
• Creative strategy
• Media selection

This plan helped take the company from under 500 subscribers to well over 150,000 subscribers.

It became an amazing success story.

We began by creating strong direct response ads.
We tested over 200 headlines.
We carefully measured every word, every graphic, every offer.

Each improvement caused the company to grow — and grow drastically.

During this campaign, we created over 20 TV commercials, testing more than 100 different versions:

• Different scripts
• Different actors
• Variations on offers
• Multiple creative approaches

The first commercials CDMG produced for DTN Wall Street were so successful that the company had to immediately hire more staff to handle the response.

Our agency was brought in to produce even more spots and to expand the testing program.

One of the strongest winners carried the title “Saving Money.”

It was a simple, straightforward presentation highlighting the savings gained with DTN Wall Street.

“Saving Money” — and several of the other value-driven commercials — generated far more leads and reduced the cost per lead by 250% compared with commercials that strayed from clearly presenting the cost savings and low monthly rate.

DTN Wall Street’s VP and General Manager, Charles R. Wood, said:

“CDMG has made a tremendous difference in our direct marketing success.”

He added:

“With your direction, creative expertise and full service… you’ve taken us to the next level of marketing, which is helping DTN grow and grow.”

We also created direct mail, email, inserts, and digital ads for DTN — all tied together with scientific testing and accountable metrics.

This marketing success helped turn a big idea into a massive fortune. Eventually, the company went public and sold.

The lessons learned still apply today:

• Do your marketing right.
• Test.
• Use direct response copy.
• Use multimedia and multichannel marketing.
• Measure everything.

Small companies and startups can become successful with powerful direct response marketing.

Action:

DTN didn’t try to do it alone. They relied on Creative Direct Marketing Group to bring them the expertise, discipline, and professional standards needed to scale.

They knew they were too close to their own product to market it effectively.
They understood the value of working with a direct response ad agency laser-focused on client success.

If you’re a CMO, president, or marketing director looking for transformational growth — the kind that can turn a small product into a multimillion-dollar company — CDMG can help you get there.

For over 40 years, we’ve helped companies:

• Lower their cost per lead
• Increase conversions
• Scale subscription models
• Build high-response multimedia campaigns
• Deploy scientific testing that eliminates guesswork
• Produce winning TV, digital, direct mail, and multichannel ads

No agency understands direct response science like CDMG.

No agency has our 124 marketing awards or the proven history of creating multimillion-dollar success stories.

Let’s talk about how we can do the same for your next product launch or marketing campaign.

If you’d like to talk about how we can create a powerful marketing campaign for your product or service, call Michael at 615-933-4647 or email him at [email protected].

FAQs:
How long did it take to grow from 500 to 150,000 subscribers?

Growth occurred steadily over several years through disciplined testing, multimedia campaigns, and scaling winners.

What made the biggest impact on cost per lead?

Value-driven messaging and continuous testing reduced cost per lead by 250%.

Is this type of transformation possible today?

Absolutely. Direct response fundamentals are timeless — and even more powerful in today’s multichannel environment.

What channels were used?

TV, direct mail, digital ads, emails, inserts, landing pages, and extensive testing across all media.

Could this approach help subscription-based companies today?

Yes. Any subscription model — newsletters, SaaS, investment products, services — can scale rapidly with the right direct response formula.

About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMG), a leading authority on direct response marketing, accountable advertising, and data-driven campaigns. He has helped over 1,000 companies increase leads, boost sales, and generate measurable growth across digital, print, TV, and integrated multimedia strategies.

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Let us be your second opinion 

CDMG’s award-winning team, run by marketing veterans Craig and Caleb Huey, is dedicated to improving your advertising, marketing, branding, and bottom line with a proven approach that maximizes response rates and ROI. 

With expertise in media, data, digital, and creative strategy, we’ve earned over 120 prestigious awards, in 2024 alone. 

Why CDMG? 

• Proven Success: 120 prestigious awards in 2024 alone. 

• Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI. 

• Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered. 

• Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 

Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more! 

Our team has launched new products… and helped reposition companies to a higher level. Our strategies and tactics have generated leads, and built powerhouse e-commerce programs that have helped turn small businesses into multimillion dollar success stories and grown large companies. 

Our formula is data driven, accountable advertising that supercharges your growth. Every campaign is crafted precisely, focusing on what matters most to drive your success. 

Let’s discuss your marketing challenges and give you a second opinion. 

Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected]. 

Start transforming your marketing results today with CDMG, Inc.