With over 20 years’ direct marketing experience under my belt, you’d think I’d be something of a traditionalist. You’d be right. And with good reason.
The direct marketing principles espoused by the likes of Rosser Reeves, John Caples and Herschell Gordon Lewis are, to my mind, more valid today than ever before – in Email marketing; in Landing Page design; in PPC…
And, most notably, in Search which – were we to believe the ‘digital cognoscenti’ – is just two steps removed from alchemy.
A black art indeed. Except… it isn’t really is it?
Yes, yes, I know: good, clean coding – using headers, tags, lists and the like – gives us an edge.
And I can’t deny that a plethora of inbound links will provide a fillip to our Page Rank (the importance of which, is, to my mind, somewhat questionable anyway).
But the real key to consistently driving traffic through ... Read more
