Direct Marketing Mastery: Direct Response Lessons From The Coach Who Never Punts! (Yes Really)

In the middle of the Christmas break and the harsh Australian summer, there is a seldom watched event in these parts that I find totally fascinating.College Football Bowl Season.Maybe I should have grown up on the American continent considering my love of some American sports – the again, Australia is a great place to live.Early in bowl week I was watching a fairly minor bowl game, and I found myself down a wormhole trying to understand various football offences.I’d drifted around and I found myself reading about Kevin Kelley head coach of the Pulaski Academy in Little Rock, Arkansas who NEVER punts because it is statistically disadvantageous, he almost always onside kicks. There is a video on the YouTube about him where he talks about his philosophy.After watching the video I had to admire the guy. Didn’t care what anyone else thought, the conventional wisdom says he is dead wrong. Yet he knows he has statistical advantage on his side -so he acts in accordance with it.And the guy just wins with it.To me, this is an outflow of the same core problem as understanding your direct marketing metrics and statistics.Strangely, there are sports stats fanatics who are rejoicing because this guy is implementing what they’ve worked out.Moneyball comes to football.Marketers are not fond of sharing their numbers and even more marketers are fond of not knowing their numbers, so in marketing (especially for small business) there is probably never going to be a parallel group of statisticians telling us what we *should* do.We need to be able to work out how to do it ourselves.Have you ever known you should do something and not do it because someone told you not to?Your job as a marketer is to stack the odds and payoff of success in your favour as much as possible. Marketing is about taking calculated risks in order to grow your business.When someone says ‘know your numbers,’ that is only the first step. Those numbers need to create a picture for you. And then you need to be able to understand how you should act in light of those numbers – is a $200 cost of sale too high? Is it acceptable or is it highway robbery?Can you improve conversion so that cost of sale comes down? Can you change your business so the $200 cost of sale is acceptable?However, many times when we seek advice we often get told not to do things because of the beliefs of the person we explained it to.Understanding your numbers and then having the conviction to act based on the information they provide is certainly going to be a breakthrough in almost every business.