For the life of me, I can’t understand how Direct Response (DR) continues to be such a mystery to most marketers. I still think most people connect DR with the Chia Pet or Ron Popeil and the veg-o-matic.  Yet, DR marketing has evolved so much since then.

I see it as the most accountable and transparent means to market products and services. But even more than that, I see Direct Response as the great equalizer allowing entrepreneurs of all walks of life to make dreams a reality – without requiring the backing of Wall Street to make it happen.

I consider myself fortunate to be in a position to meet so many people with amazing ideas and prototypes just waiting to explode on the market place. Time and time again, we are able to surprise and delight inventors and marketers with insights on how accessible advertising products can be on a national scale. We follow a practical yet brilliant formula that links smaller scale success in radio with the power of television. Yes, the two correlate in ways you can’t imagine!

Any Direct Marketer will tell you that proving out concepts through strategic and careful testing is the foundation and precursor to any successful campaign. We do this first by harnessing the unique attributes of radio to get our target market, creative and offer nailed. Once that is done, we take it to TV with a “test and grow” methodology that supports itself - enabling scaling at levels that no other medium can match.

So, if you have an idea on the back of a napkin, or a fully-developed product that you believe is transformative, don’t fall for the belief that it takes a small army and  fortune to effectively target and market to your customers. Yes, it takes capital to advertise and fulfill effectively, but when starting with small increments it’s more than possible.  When done right, DR pays for itself!