How to grow your business with multichannel prospecting

By Shari Altman

2. How much selling space/time does your brand/product/offer need? Is the offer you plan to make free (for lead generation)? Is it low-priced and impulsive? A higher-priced, considered purchase? The answer will direct decisions like whether to use a postcard, envelope or magalog solo mailing.

3. Are your prospective customers active or passive responders? Are they sitting on the couch watching TV or actively searching online? Every medium has different levels of involvement; tailor your selection appropriately.