Shawn D. Morris

By Shawn D. Morris No direct marketer worth his or her salt will say that he or she has never made a mistake. Experienced direct marketers will tell you that a disciplined testing regimen is an integral part of a well-constructed direct response strategy. Although initial success may be possible without it, sustaining that success is not. The advantage of constructing, conducting and observing hundreds of tests over the course of a career is that there's as much to learn from the mistakes as the wins. Here are a dozen dirty mistakes to learn from and avoid—compiled from the experience

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