From 99 Marketing Traps and How To Avoid Them*
There’s a saying in direct marketing that the gold is in the list.
The better your list of prospects, the better your chance of finding sales among them.
If the list is lousy, no clever offer or deep discount can turn it into gold. If the list is outdated, it is probably worth little more than no list at all.
How To Help A Brand That Has Slipped Into This Trap:
Commit to keeping your working list updated. How much is enough? You need annual updates at the minimum. A six-month revision will bring more dollars to your bottom line.
The credibility of your list enhances the value of all the other marketing functions you rely on. How much is bottom-line efficiency worth?
*Available now at Amazon.
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