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Here’s How to Handle Disruptive Advertising.

Nothing – stay focused on your customer base.

Let other companies deal with disruptive advertising.

Know Your Buyer’s Journey. 

Who are the winners in this digital ad placement? Not the people who visit the websites for information or a purchase. They hate these **bleep** ads. However, the ad agencies, are raking in the cash.

What we have here is another form of a disruptive marketing model. You know, when ads are placed based on communication channels such as television, social media and email for example, and the advertisers hope to knockdown a few sales.

Here’s how to start building a better buyer’s journey.

Great marketing starts with an analysis of your current customers habits. If your company is like many small businesses today, you probably have a decent customer-centric marketing (CCM) strategy. Customers are at the center of all your marketing activities.

Next, using Google analytics or other data, start mapping a customer journey and building better customer profiles. Remember, close to 20% of your contact list can change yearly.

After all, when using data analytics, the collected and reviewed data will present more ideas on what a customer likes and buys. If you feel your marketing team is lacking in this area, don’t feel alone. You may be lacking the right person. You should have a person who is a problem solver. One who is not afraid to test assumptions.

Try mixing old and new data, examine the balance of the data that you have, it may trigger a few marketing ideas. Even looking at existing customers and past customers behaviors, can add other changes to your customer profiles and segments.

The data collected provides you with a better picture of your buyer’s journey after each marketing program. Further, the data analysis increases the odds of selling sell more products and turning more prospects into customers.

Data analytics not only shows you how customers react to landing pages, email, social media messages, and even direct mail. The analysis may likely tell you more ways to increase personalization accuracy and give you additional ideas for future testing.

What ideas can a disruptive advertising program provide for future marketing activities? Not much.

Additional information for your thought process.

Personalizing direct marketing messages is still not in play in many companies, from the largest to the smallest customer count. This is a great opportunity to get a head start on your competitors. There are many ways to learn about your customers and prospects which can impact your marketing response in the right direction.

“Taking the time to listen to, talk to and understand your customer, can greatly increase your marketing results, customer acquisition and customer retention.”



Let other companies deal with disruptive advertising. Start working with your data with a focus of learning more about your customers. You’ll be way ahead of the companies that decided on using the disruptive advertising model.

Here’s another helpful post for additional ideas. There are many methods available to collect customer information.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

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Marketing eValuations – Teaching – Consultation. It’s what I do.



Mike Deuerling
aka: MarketingDoc

800.251.3608 /


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Here’s Another Reason How A #SmallBiz can Kick-Butt with Direct 2 Customer Marketing…

and totally focus on customer need and wants.

Our latest guide has what you need to succeed.   

I read somewhere earlier this week that people fear marketing. Not what they receive, but there is fear in creating a marketing program. I’m not sure if fear is the right word.

Dilbert is well known for his love of marketers like most people enjoy a toothache. Maybe that was not a good example since Dilbert is a comic strip. But the creator, Scott Adams, is right on with his marketing criticism.

Here’s a big picture remedy.

I was taught that a definition of marketing is composed of the four P’s – Product, Place, Price, and Promotion. Today, this is a wide brush explanation of marketing, but the word FEAR is not present in the four P’s. Here is a list of the four P’s as I remember them:

  1. Product – brand name, services, packaging and warranties.
  2. Place – distribution, channel and physical.
  3. Price – compared to similar products and services.
  4. Promotion – Advertising, personal selling (sales), public relations, branding, and packaging.

Which P is the one every person fears at one point in their business life? If you said promotion, you are correct.

Now, let’s look at each tactic of marketing promotion and see if we encounter FEAR. Promotion is comprised of 1) communication, to and from, and 2) many uncontrollable variables. No matter how you mix up theses four P’s, the customer is in control of the buying opportunity. Failure to see that, creates fear. So, does creating a promotional campaign.

Why fear.

Direct marketing techniques and knowing what customers like, are very useful to have in today’s marketing tactics of promotion. Ever wonder why someone didn’t make a purchase? Here’s how a direct marketer thinks.

Buying decisions are not made though reasoning and logic, but through the lens of wants, needs, interests, joys, “fears,” hopes, expectations, and regrets. Beyond the basics of water, food, shelter, clothing, and warmth, virtually everything people buy is based on fulfilling an emotional desire. Once you touch people emotionally, reasoning and logic are used merely to confirm a buying decision.

So, what are the specific wants people do have? To start with, people want to acquire things they don’t have enough of. That certainly can be a good reason, and depending on the product or service there’s that 4-letter word again: FEAR!

There are many more in this article located on our website, “The direct marketer’s menu of 49 Emotional appeals… and how to use them!”

The art of marketing.

Since marketing and advertising is an art and not a science, there are more ways to fail. When someone reads your advertisement, the copywriting must attract their attention.

The copywriter hands off the copy to the designer. The designer must remind the readers that they started reading the clever copy and is now mulling it over. “Then BAM” the designer hits pay dirt with a very clever design.

The knockout blow was the created offer from copy and design! The offer was too good to pass up. To a marketer, the advertisement was a success to some, but not all.

Experts who track these marketing and advertising methods remind us, on average the reader of your message gives it about eight seconds. The answer is a yes, no or maybe.

Today’s technology is giving marketers a multitude of ways of tracking, analytics to learn more each time a customer responds and a slew of channels to reach their intended audience. You can never have too much data, but you need a data detective to work the data and offer marketing a few new ideas.

Customer-centric marketing.

Customer-centric is about as close to a science you can get to in marketing. Talking with customers, using surveys, measuring customer satisfaction, learning spending patterns and even face-to-face interviews are at the forefront of marketing success.

Bigger vs littler?

Last week I wrote about the fortune 500 companies really starting to like digital marketing. Slinging their advertisements over the worldwide web, they hope something sticks.

SmallBiz cannot afford Big Company’s budget for marketing and advertising. Plus, slinging never works well within a #SmallBiz.

If you are a #SmallBiz, direct 2 customer marketing is a great choice. Combining direct and customer-centric marketing strategies is a great advantage. The more people in your company involved in marketing, the fear factor diminishes and the result is knowing more about customers and prospects.

And that is a good thing.

Teaching and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I have used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc


Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.