There are 4 powerful misconceptions that suck the energy out of potentially effective marketing strategies.Be on the lookout for these because they also represent opportunities once you recognize and disarm them. Here is the first misconception. Misconception #1 -- Traditional media no longer works

Planning and implementing direct marketing programs for start ups and Fortune 100 companies teaches amny things. But these 8 emerge after working with Microsoft, Blue Cross and Blue Shield of Texas, Sherwin-Williams, American Airlines (among many others) as well as numerous small and medium sized companies.

The Direct Marketing Association reports that in 2013, businesses spent $17.7 billion on catalog mailers and $33.4 billion on non-catalog mailers.

Whether for B2C or B2B lead generation, the omission of one or more of these three planning steps guarantee an unsuccessful lead generation program. Their inclusion, on the other hand, will dramatically improve success rates.

Powerful response copy techniques do not change just because the channel is electronic versus print. Direct response words are indeed used a lot. And for good reason -- they work. So do not base copy decisions on what non-direct marketers say. Better to rely on actual A/B split test results.

For those of you who have tested hundreds of direct mail packages across multiple industries. Have you ever noticed how often ugly packages outpull highly refined and attractive direct mail?

Marketers who spend their careers building brands go limp when it comes to analyze the ROI on their marketing efforts. The CEOs wonder at what appears to be a conspiracy in the profession.

Skillfully merging your direct mail (a traditional medium) with digital can mean the difference between failure and success.

A disturbing resistance to evaluating marketing spend based on sales results seems to be infecting social media and other channels related to new media.