An improvement of three-tenths of one percent in response rate can double your profit.

In share of mind, share of market, and poker, third position is a loser.

When data’s not available, an informed estimate beats an uninformed guess.

A cruise control for your company’s marketing would necessitate less attention (and less intervention) from the “driver.”

On nearly any list, most people can remember the top three with little effort. What if you’re not close to the top?

Thankfully, we don’t see it often, but it is possible to have a negative Conversion Factor, in which your ads COST you sales.

We know your customers aren’t all exactly alike. Both the differences and the similarities make for effective advertising. And the information we need is in your customer data.

Database marketing makes specific offers to individual prospects. If you don’t have a database of prospects, buy one.

Don’t show signs of buying, salespeople will move on to better prospects. They call this process “qualifying the lead.”

As I headed out the door the Lovely Mrs. McKay handed me a coupon from the new C store in our neighborhood, saying “You’ve got to stop for gas anyway. Here’s a coffee for the road.”

The coupon offered a…