The Only Kind of Marketing That Gets Results

People do business with people, not with companies or brands.

William Ballard, MBA
9 min readAug 1, 2022

Photo by Kenny Eliason on Unsplash

There’s mainstream style marketing, then there’s direct-response.

Let me put it to you like this: we have all entered into the world of “fake news” but it is no different than that of the “false advertising” campaigns of the past.

You see, with the rise of the information age, digital marketing, and the never-ending war on “fake news” (a.k.a. false advertising), consumers' “BS” meters are at an all-time high.

With that said, direct-response style marketing is the only kind of marketing that not only attracts the kind of target market you are looking for, but demands a response from them as well — a kind of response that can not be refused.

And the reason for this is because there is a system involved. In fact, it nearly comes down to an exact science — not to mention, it can be fun!

Online and Offline Working in Harmony

It begins with effective lead generation that delivers the right message to the right market through the most powerful media (or medium). It is what the legend Dan Kennedy referred to as the perfect market, media, and message match — the trifecta if you will.

It is important to know that direct-response style marketing is not confined to direct-mail (snail mail) only, but, in fact, actually utilizes all types of media — including social media and other forms of internet marketing.

What is also important to understand is that you want to take people offline as soon as possible, and that is what direct-response style marketing allows you to do.

In other words, you want to be able to communicate with your target market in every area they are most likely to hang out. Whether it’s online or offline, you want to be there.

Mastering The Art of Lead Generation

When it comes to lead generation, what you have to understand is this: People do business with people, not with companies or brands.

It is the company name or brand that might bring the customer into the store, but at the end of the…

William Ballard, MBA

Business coach, marketing consultant, and creative entrepreneur. I help writers get their work noticed and get paid what they are worth: