Have you ever heard these words from a boss or client at some point in your career? "We did what you recommended, but it failed." I suspect you have. If not, then it's a matter of when and not if. No doubt that in some cases, this indictment reflects the truth. But more likely is an accuser who has ignored key elements in your recommendations that you warned would make or break the program.

Marketing for over 60 managed care providers including HMOs, PPOs and hospitals in the last 30 years presented some of my most difficult assignments. The healthcare marketing landscape contains unprecedented complexity that makes marketing goal setting skills more critical than ever.

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.