Key Takeaways: Your in-house prospect database consistently outperforms rented or purchased lists. Recency matters—but relationship matters more. Most marketers underinvest in their database while overspending on new lead acquisition. Database prospects respond at multiples—not percentages—above cold lists. Testing proves: the [...]
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 [...]
Key Takeaways: Specificity outperforms generalities in every major test — across digital, print, landing pages, and video. • Real numbers crush vague claims. Use exact percentages, dollars, dates, hours, comparisons. • Details build trust, and trust is the most important [...]
Key Takeaways: Videologs massively boost response rates — up to 10x more than standard direct mail. Combines digital + physical for a powerful multisensory experience. Perfect for launches, renewals, high-ticket products, and fundraising. Real-world example: a 14% response rate and [...]
Key Takeaways: Even in an economic downturn, a well-designed lead-generation campaign can deliver strong response rates.  Differentiation (clear USP), campaign disruption, a compelling offer, a strong landing page, engaging video, and direct-response copy form a powerful 6-step framework.  [...]
