Mike Andes advises small-budget marketers (under $100k) to use direct-response marketing with a clear call to action rather than broad branding. He emphasizes hyper-targeting a small audience and repeating messages (e.g., sending many touches to 5,000 people) instead of one-off, wide-reach campaigns.
You have less than $100,000 and you're getting started and you're spending money on marketing. We're going to do direct response marketing. We're not going to do branding. We're going to have a call to action. But more importantly, I'm going to focus on a very, very small market so I can boil it. I can. Instead of just trying to hit everyone in my market, you know, these million people, I would rather you send 10 different postcards to these 5,000 people, then send it out to 50,000 people one time.
