Dick Goldsmith

Dick Goldsmith
B-to-B Small Mailings See Big Results (1,527 words)

by Dick Goldsmith What?! You say you're not the world's biggest business-to-business mailer. And your budget fits into something smaller than a breadbox. Not to worry. To make any size budget work harder and produce more sales leads, inquiries and sales from the companies that make up your selling universe, you need a smart plan. THINK STRATEGICALLY, ACT TACTICALLY Your first strategic question is to decide what business you're in. It's not enough to say, "Oh, we sell stopnuts (or railroad ties, office supplies, left-handed OEM parts, industrial coatings, health care, business services, whatever)." Let's rephrase the "what business you're in" question this way:

Is It Time to Test a Freemium? (815 words)

by Dick Goldsmith They shouldn't do this to me! My mother did it to me when I was little. I'm grown-up now. It shouldn't still be happening. And yet, they still make me feel guilty. Who? The direct marketers, that's who. I didn't ask for all those cards and labels, but I keep using them. So I have to keep sending them money. A freemium is a little something extra in a direct mail package. Its purpose, of course, is to lift response. It does this by involving the reader or giving the reader guilt. It gets its name from the fact that