John Buchanan Profile and Articles

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1). List, Offer, Copy - Still As Valid Today As It Was 50 Years Ago
Direct marketing is often called a game of dollars - getting the basics down and understanding where to put in the time, money and effort where it will do the most good and return the results you need.

2). A Guide to Better Link Popularity
Over the past year or two, one thing has become extremelyclear...the need for link popularity. Every major engine weighs the link popularity o

3). Research Data Drives Effective Creative Strategy
Without the underpinnings of solid market research or customer data, the best creative design and execution is just pretty pictures. To drive response, design must be anchored with accurate reliable customer research data . . .

4). Premiums Still an Effective Tool to Spur Publication Subscription Sales
Premiums or bonus gifts have been used for years to boost sales of everything from cars to cereal and snacks. This is still an effective technique today under the correct circumstances . . .

5). 7 Myths About Marketing in Economic Downturns
In an ideal world, marketing activity would be self supporting, always pay back multifold what it costs to execute, and be effective in reaching every potential buyer in the appropriate sector all the time. But in the world where the sky is blue, marketing activities are driven by several factors.

6). Consultants Offer Flexibility, Hands-Off Productivity
With staff sizes and budgets restricted or diminishing, and top executives up and down the ladder under pressure to do more with less each year, many savvy executives are seeking help among the seeming army of consultants of every stripe to get their companies on the profitability track. Are they finding success down that road?

7). Branding Efforts Drive Sales When Combined with Direct Response
The term "Branding" has been in use in American marketing vernacular since the 1800s, first being used for cattle in the west to identify members of the herd belonging to a single owner, but branching out to consumer goods shortly thereafter . . .

8). Dimensional Mail Most Effective Direct Response Strategy for B-to-B Sales - Part 1
Want to boost response in your B-to-B mailings? Need to break into new markets, find a new application for an existing product to a new audience? Need to reach out to hard-to-get-at executives and get their attention? Need to increase your response rate to the tune of 300% while increasing ROI?

9). Dimensional Mail Most Effective Direct Response Strategy for B-to-B Sales - Part II
This article addresses the strategic approach to reaching top executives with the right message in a receptive framework.

10). Get Top Results When You Crank Up the "Direct" in Your Direct Mail
Direct mail promotions are designed to be one-to-one communication vehicles. Sometimes the "direct" portion drops off the map, and we end up producing unplaced promotional brand ads in an envelope. To boost returns from your direct mail program, make sure the "Direct" gets full attention.