Terminology makes a big difference when discussing direct marketing or any subject for that matter. In fact, deceptive advertising runs rampant in the direct response world. In every case, these “leads” are actually cold names. By definition, leads refer to names that responded to an offer of some kind. They are inquiries.

There are many money-making principles that social media, content marketing, or any new fad will not obliterate. These principles survived the crucible of human behavior that will never change.

Every plan must contain essential elements for short and long term success. I can at least provide you with some useful guidelines on what those elements are.

We hear a lot these about the negative effects of "intrusion advertising." Disruption represents the strength of traditional media and by comparison, the largest weakness of social media as an acquisition tool. They both have their place. But marketers should ponder this idea when developing their marketing strategies.

There are some things you must know about your marketing program that are essential to success. As a matter of fact, I consider them a test that separates successful CMOs from other marketing leaders. You must know the answers to these questions to do your job of maximixing the effectiveness of your selling efforts.

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.