We changed the offer on an existing direct response TV campaign and our IVR conversion doubled and web conversion tripled!! The bottom line, of course, went up 5-fold. We didn’t expect such a big improvement, but we’ll take it…

So, how much credit went to our IVR and web teams for the conversion improvement? None. (Don’t worry, they get plenty of breakthroughs on their own.)

The power of direct response is once again proven to be held in an amazing equation – the relationship between product, price, offer, call-to-action, creative, media, and conversion.

Optimization of one area can only occur when you consider the impact of every decision as it relates to all areas.

We doubled conversion the other day on another campaign. Imagine how much more media can be purchased under the improved performance metrics?

In direct response, there isn’t anything that doesn’t affect everything. Are you testing the cross-functional levers? Are your campaigns integrated in a manner that cross-functional testing is possible?

In the business of direct response, the most interesting things happen where paths cross. Maybe ours will cross someday, as well?