We've heard the hackneyed phrases like: "He can't see the forest for the trees?" Or "Why can't he see the vision?" In my life's experiences hiring, managing and working with many types of individuals I've concluded that strategic vision is the ability to step back and look at the many possible futures coming out of key decisions. In other words, vision requires seeing the outcome without the benefit of all of the information. Strategists create outcomes based on what dominoes to push to make things happen the way they want they to. The key point -- strategic vision must make decisions before the facts occur. This naturally requires imagination, visualizing key activities and selecting those activities that lead to the desired outcome.

Other than the product itself, no single component in your direct response mail or email mix comes close to rivaling the importance of the mailing list. If you go to poorly selected names consisting of individuals who do not need your product, can't afford it or care little about it, then the best offer or creative execution in the world will not make the program successful.

Nothing baffles me more than seeing clients refuse to test their direct mail creative work, offers and mailing lists. It borders on stupidity. After testing several thousand direct mail packages during my long career in this business, clients refues to test when they could improve their response rates by 200-600% with smart testing.

Direct marketing leverages ALL media to meet the sales objectives. This includes email, radio, TV, freestanding newspaper inserts, landing page fulfillment, eCommerce, direct mail, mobile... and the list continues to grow.

It's astounding how many large advertisers generate leads or sales directly from consumers or businesses and think they are using effective direct marketing practices.

For people who aren't familiar with the term, this post describes what direct marketing is. How is it advantageous for a company?

I was recently interviewed by Media Shower as part of their Expert Interview program. Click here to read the interview and let me know what you think! 10,000 Hours in 10 Minutes: Ted Grigg of DMCG Talks Direct Marketing Tips

Digital marketers arrogantly believe that the Internet has taken over the marketing world by replacing proven marketing principles and traditional media

How about a little fun to see how you fare on this test? Click here for the answers with an explanation for each. And please let me know if you disagree with any answer. If you do, then please comment.