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How to Destroy a Business With 7 Direct Marketing Sins


As the economy sours, businesses often make very costly mistakes with their direct marketing. These mistakes cost dearly in lost customers and shrinking profits. It can even threaten the very survival of a firm. The 7 mistakes make business failure just about a sure thing.

Mistake # 1- Doing Nothing: Specific action is required when the economy takes a dramatic shift downward. Doing nothing will only make matters worse and speed the sales decline.

Mistake # 2 – Slash Marketing with a Hatchet: A typical knee-jerk reaction is to simply cut the direct marketing budget, believing it will stop the bleeding. All it cuts is profits, making a bad problem worse.

Mistake # 3 – Ignorance of Metrics: Most companies don’t have a solid grasp on which marketing works and which doesn’t. Proper research can illuminate marketing that generates profits…or falls flat on its face.

Mistake # 4 – Lack of Measurement: Every dollar spent on direct marketing should have a specific measurable result. Failing to measure results is like flushing money down the toilet.

Mistake # 5 – Direct Marketing not Integrated: Effective marketing combines direct mail, Internet, phone, email and media to seamlessly guide customers through a positive buying experience.

Mistake # 6 – No Testing: Any time a change is made in the direct marketing mix, results must be tested and confirmed. Only rigorous testing will show what succeeds beyond wildest expectations and which marketing dollars fell into a black hole.

Mistake # 7 - React out of Fear: Economic challenges can tempt seasoned executives to react out of fear. The best direct marketers recognize today’s economy as an opportunity to scrutinize every detail of the marketing machine and maximize profits.

As one of North America’s largest direct marketing companies, Transcontinental is in a unique position to dissect direct marketing processes. Maximizing what works and discarding failed expenditures. Transcontinental provides a Free Efficiency Assessment for qualified companies.

Any company interested in a Free Efficiency Assessment is invited to call Dan Page at (303) 938-8280. Dan can also be contacted by email at


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