Choose Your Media and Your Marketing Tools Wisely.

Indiana Jones’ search for the Holy Grail in the movie Indiana Jones and the Last Crusade with Sean Connery led Indy and company to a small room carved in the side of a mountain in the Middle East.

The room was guarded by a centuries-old knight who had been sustained over the years by drinking only water from the one cup that was the true Holy Grail.

Jones’ antagonist quickly seized the most lavish goblet in the room, attracted by its shine and adornments. He filled it with water and drank. And, within moments suffered a horrible death.

The old knight observed, "He chose...poorly."

Of course, Indy was more discerning about identifying the Holy Grail. He knew it would be a simpler, less ornate vessel. Once he had made his choice, instinct made him hesitate before drinking, but when he drank the knight observed, "You have chosen...wisely."

The moral of that story — in life, marketing and sales — is that sometimes the glamorous route is often more costly, bringing with it results that are — at best — disappointing, or worse.

We hope you’ll take time to review the articles we have included in this site. They address a wide range of topics related to marketing and advertising, especially our particular area of expertise: direct-to-customer communication, response and sales.

The moral of our story is that, despite the short-term "glamor" of general media "advertising," the longer term results and effectiveness of direct-to-customer communication and sales are the true Holy Grail of marketing.

Direct-to-Customer Media is targeted, cost-effective, cost-efficient and trackable. And it works. If it didn’t, why would many of our clients have stayed with us for 10, 15, 20 and even 25 years or longer?

When it comes to investing your marketing resources, we urge you to please, "Choose...wisely."