Business owners have been using direct mail for a long time. But these days, many prospects are searching online to find HVAC contractors and manufacturers. Does this mean you should give up on direct mail and focus on online search marketing? No! But also yes.
Oh, those funny people at Google. What once was a free online search service allowing billions of searchers to locate “nose hair trimmers in Cleveland” — at no cost to Nose Hair Clipper Depot — has morphed into an actual business. Are you prepared to navigate this new advertising model?
Mistakes are powerful lesson builders. And nowhere is this more evident than in e-mail marketing. E-mail marketing inherently brings mistakes. That’s because it’s free and everyone who can push “send” can use it. Usually, the more difficult or expensive your marketing media is, the greater the research and testing you put behind it.
