Key Takeaways:
•   Tight budgets don’t kill lead generation. Bad strategy does.
•   When target audiences are small, impact matters more than volume.
•   Videologs, three-dimensional mail, and magalogs can outperform digital-only tactics.
•   Dividing audiences into small, issue-driven verticals increases response.
•   Integrated multichannel campaigns consistently beat single-channel efforts.
•   Done right, this approach generates higher-quality leads, not just more names.

 

If you’re operating on a tight budget…

And you don’t have unlimited resources…

And your potential client base is small—not massive…

There are four things I usually recommend first:
1. A videolog
2. A three-dimensional mail piece
3. A direct mail piece
4. And especially—a magalog

Why?

Because when your target audience or “universe” is limited, impact matters more than impressions.

That’s exactly the situation I was facing when I got a call from a software company that needed higher-quality leads—fast.

The Challenge / Sub

The company needed:
•   Better leads
•   More qualified prospects
•   Stronger support for their sales team

All while dealing with:

• Budget constraints
• Economic uncertainty
• Heavy competition
• And the target audience cutting back

They didn’t need more clicks.

They needed real prospects.

SurfControl is a global provider of corporate security software.

Their primary marketing goal was clear:

Increase sales of one of their premier products—an Internet filtering solution.

They were focused on staying within budget.

We showed them how to generate the same—or better sales results than competitors without increasing spend.

Not by marketing louder.

But by marketing smarter.

Here are 4 powerful strategies we used:

Strategy #1: Small Verticals. Big Leverage.

We started by creating a unique, issue-oriented strategy.

Instead of targeting one broad audience, we divided the market into small verticals.

Why?

Because problems sell better than products.

Here is an example: Healthcare.

The healthcare industry faces serious challenges tied to excessive regulations: HIPAA compliance.

Federal regulations require overly strict standards for:
•   Patient privacy
•   Data security
•   Email and web access and more.

Non-compliance isn’t just risky.

It’s expensive.

We identified this as a major opportunity for SurfControl to become the #1 email filtering solution for healthcare providers—with messaging tailored precisely to their pain points.

Strategy #2: Maximizing Exposure and Capturing Leads

Next came the question every CMO asks:

How do we maximize exposure and capture leads cost-effectively?

Our solution was a multichannel response strategy, using:
•   Direct mail
•   Digital ads
•   Email

All driving prospects to:
•   A dedicated direct response landing page
•   Or direct phone response

We also implemented a separate direct mail + email combination promoting a special webinar series.

Strategy #3: Offers That Pull Not Push

The direct mail piece promoted a HIPAA Special Report Premium.

Not fluff.

Real, high-value information:
•   Clear risks
•   Practical solutions
•   Immediate relevance

Easy-to-read bullet points explained:
•   Why the report mattered
•   What readers would learn
•   That it could be downloaded free

The webinar promotion highlighted:
•   Two expert speakers
•   Their credentials
•   Exactly what attendees would learn in a 60-minute session

Again, everything was presented in clear, benefit-driven bullet points.

No guessing.
No confusion.
No wasted attention.

Strategy #4: The Magalog That Looked Like Content but Sold Like Direct Response Copy

A key driver of success was a stand-alone direct mail magalog.

On the surface, it looked like an old-fashioned industry magazine.

It wasn’t.

It was a 20-page persuasive sales piece. It was rich in content, heavy on credibility, and engineered for response.

The copy spoke directly to:
•   The dangers of non-compliance
•   The financial and legal risks
•   How the webinar and special report helped prospects avoid disaster

This wasn’t branding.

It was accountable marketing.

The Results

These four integrated strategies produced outstanding results.
•   The special report mailing exceeded projected response rates by more than 50%
•   The webinar achieved a 62% higher registration-to-participation rate than the industry average
•   The magalog was mailed repeatedly over two years—producing high-quality executive leads

Not tire kickers.

Decision makers.

Action:

If you’re trying to generate more and better leads especially with a limited budget then this approach will work for you.
And it works exceptionally well.

Call Michael at 615-933-4647 or email him at [email protected] to discuss how this kind of multichannel, issue-driven strategy can be applied to your business.

At CDMG, we don’t guess.

We test.
We measure.
We produce results.

FAQs:
Does this strategy still work today?
Yes. In fact, it often works better now because most competitors rely too heavily on digital-only tactics.

Is this approach only for software companies?
No. It works for B2B, professional services, healthcare, financial services, nonprofits, and more.

Why magalogs instead of short mailers?
Because complex, high-value decisions require education and education builds trust.

Can this work with a very small audience?
Absolutely. This approach was designed specifically for small, high-value audiences.

How quickly can campaigns like this be launched?
With proper planning, initial components can be deployed in weeks—not months.

About Craig Huey:
Craig Huey is the President of Creative Direct Marketing Group (CDMG).
Known as the “secret weapon” behind hundreds of successful direct response campaigns, Craig has helped over 1,500 companies—from startups to major brands—achieve breakthroughs in lead generation, sales, and profitability.

Winner of 124 marketing awards, Craig is one of the few direct mail experts today.

He specializes in multichannel direct marketing, AI-powered data modeling, direct mail, digital campaigns, and advanced targeting strategies.

Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success 

In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in. 

We’re not just another ad agency. We are a top advertising and marketing powerhouse that specializes in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business. 

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! 

Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market. 

Are you ready to see how we can drive your growth?
Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. Don’t wait—start transforming your marketing results now with CDMG, Inc. 

Act now, grow faster, and achieve more with CDMG.