You need to generate new business, but you don’t want to advertise or cold call. It’s not your style.

Flashy marketing campaigns and pushy sales techniques are inconsistent with the image of a firm like yours. And cold calling is just out of the question. It is time consuming, unproductive and frustrating – and it can make you look desperate. So what do you do? What are your options?

Why Brand Marketing Does Not Work for every Business

You have probably relied on referrals and networking in the past – and that worked for a while – but at some point, you realized you needed a more consistent way to generate new leads and new clients.

There are two approaches to marketing – brand marketing and direct response marketing. Brand marketing is what everyone knows and understands. It emphasizes exposure and repetition – more eyeballs – and that means very big ad budgets.

For brand marketing to work, you need to spend a lot of money over an extended period of time. Brand marketing decisions are based almost entirely on intuition, creative preferences, and gut instinct because it’s not something that can be measured with any degree of certainty. Brand marketing is what Madison Avenue sells – so naturally, most business owners think it’s the right approach for them.

This is a mistake.

Direct response marketing is the approach most businesses should take. True, it is much less understood (by Madison Avenue too), but it’s much more effective for generating leads and sales.

With direct response, there’s no guesswork involved, and there’s no waiting around for months for the campaign to take hold. Instead, each and every marketing activity – even a single ad, email or direct mail promotion – can be measured immediately for performance. Then you can leverage those results to repeat, expand and improve your performance every week, every month or every quarter.

Let Nike, Coca-Cola and Chevrolet spend their money building their brands. Use your money to generate a steady flow of new sales leads and new customers.