Showing results for 
Search instead for 
Did you mean: 

How to keep tabs on your company’s growth by using marketing and advertising.

Contributing Solution Provider

Stop thinking opens, click troughs and any advertising that interrupts. If your return on the recent advertising campaign has dicey looking results, don’t re-enact the campaign hoping for better results.

 STOP. This just in from

According to Princeton psychologists, you have one-tenth of a second to make a first impression.

Now ask yourself, does your target market want personalization, relevant communication, relationships, selected marketing channels and customer engagement?

What are you waiting for? More importantly, is your product offering the right product, at the right time and the right place?

Is the only time your market talks about advertisements occurs on and after the date when the Super Bowl is played? And that time is way less than the game lasted.

Be careful of ‘spamdex’ messaging in your target market.

Every day I read or hear about some bloke who has collected over 350,000 email addresses and that is totally awesome. When another person uses a great list recently built for an advertising campaign, you read or hear that a lot of product was sold. But, in what terms is a lot of product?

If the list price of the product is $999.00, how many must a person sell to break even? Make a profit? What I never read is what the number of sales were and how much revenue is recorded for each sale?

I heard a lot of BS from the direct mail industry when it was king.

In its heyday, many direct mail campaigns purchasing rate, garnished .5% to maybe 2% of purchases from a large list of names and contacts. So, what took place to improve the rate of sales? Buy a new list of names and add it to the original mailing list.

This also created a lot of competition for unwanted direct mail. Such as fax machines, email, and pesky telemarketing calls, usually start as soon as you sit down for dinner, open a book or watch TV.

Do you remember the infomercials? Better known as the 30-minute late night sales pitch from some fast talking so and so telling us we are fools if we fail to make a purchase. Items sold range from the insulting to the amazing. From the perfect kitchen knife to the breakthrough methods in technology that will keep your dog in your yard to never roam again.

Change is moving faster than ever before.

I have helped many companies, big or small, in B2B, healthcare and a variety of small businesses, from startups to existing companies looking for better marketing. Most of the successful small businesses had good leadership. Then periodically, a small group of companies who used limited advertising were lucky of having the right product for a special niche market.

Another group of companies started a business because they liked what they thought was an interesting product or service. One such small business owner who failed within a few months, offered me his office furniture in lieu of a payment for our invoice.

Most successful companies can be guided by five principles.

  1. Have a customer obsession rather than competitor focus.
  2. A passion for innovation or invention.
  3. Commitment to operational excellence.
  4. Impeccable customer service.
  5. And long-term thinking.

Deliver what you say you’re going to do. If the business can’t deliver on the basic customer marketing needs, then any other steps are wasted. It may seem ludicrous, but far too many businesses focus on ways to keep customers, only to lose sight of the fact that their product or service simply isn’t what it should be.

Make certain that the core of what you do is deserving of long-term customer loyalty, and then look for ways to nurture it.

From there, go beyond the usual. Once the basics are clicking, one way to win a customer for life is to consistently exceed their expected results. Establish a baseline of good customer relationships, and make it policy to climb to better and beyond.

Nurture lifelong employees who get it. An effective strategy to win long-term clientele doesn’t exist in a vacuum. Treat your employees as you would a customer who you want to see month after month or day after day. Not only does that encourage staff to also do their bit to entice customer loyalty, it’s simply a good idea to maintain a consistent emphasis on a supportive, responsive environment.


When I first started my own business, I had a plan and followed it. Some things panned out and some not so good. I realized first-hand that a plan is not set in stone. Today, a long-term plan may be measured in months. But you still need a plan for success.

Thanks for reading.

Mike Deuerling aka, Marketing Doc     800.251.3680





© 2007-2018 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.


I have owned and operated a variety of businesses during my thirty plus years as an entrepreneur. Being a SMB, I have engaged with others to learn and understand how each one was operated. I have had an inquisitive mind my whole life. I have an associate degree in science, completed an apprentice program in carpentry, studied design at another college and received a four year degree in Marketing, and added a few post graduate classes as well. SMB's have used direct marketing and mail as their main channel of communications for many years. Now the swing of the pendulum of marketing has led many to the latest trends in digital marketing. Data drives all forms of marketing communication. However, raw data must be analyzed, segmented, profiled, measured and tested to make the data useful to marketing. Great direct marketing mail processing is like peeling an onion. There are many layers you unfold to get your desired results. The process is easy to understand, and once you learn it, you’ll see what the phrase, “a labor of love” really means. If you have a goal to learn more about your customers from each communication, you will see positive results stemming from each subsequent mailing. The people who complain the loudest about their results when using direct marketing mail is usually those that did not follow the process. Not following the process is like the baker who missed using the correct amount of yeast in a recipe for bread. She wasted a lot of dough. Learning and having the techniques and fundamentals of direct marketing is a valuable skill to have today. Direct marketing mail helps a SMB focus more on results while listening and learning what their customers want. What makes me different? I’m motivated to help every one of my customers use the right tools to meet their goals. In the present digital age, marketing coupled with technology is a skill set now in high demand. I have always embraced the use of technology with marketing.