On the Web: The New World of Direct Marketing

In my 20-plus years in direct marketing, I've met more than 100 entrepreneurs with very similar stories and can feel their passion when they speak about their businesses. But this time, the story had a very different twist. The couple had no idea of the size of the company's 12-month buyer file. The two of them didn't have a call center or a catalog. They were considering adding a website, yet the woman confided they were concerned that if they do, they'll also have to add people to take phone calls from customers.