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1. Boost Sales…Gain Market Share …with Focused List Selection by Tim Little 1
Boost Sales… Gain Market Share… With Focused
List Selection
Tips and Tools for Finding the Perfect List
By Direct Marketing Consultant: Tim Little – www.MarketingListBroker.com

2. Boost Sales…Gain Market Share …with Focused List Selection by Tim Little 2
Table of Contents
Introduction.............................................................................…. 3
The 3 Kinds of list.......................................…...........................…. 4
Controlled Circulation Lists .......................................................…5
Business to Business List ….......................................................…. 6
Seminar Lists ……….....................................................................…7
Business List Selects..................................................................….8
Types of Media………………………………………………………………………..9
Integration of Your Unique Selling Proposition .....................……10-11
Mailing List Finder ....................................................................….12
How To Get The Most From A List Broker…………………………………13

3. Boost Sales…Gain Market Share …with Focused List Selection by Tim Little 3
Introduction
Nearly 50% of the success of your direct marketing program rests on
your list selection.
With over 60,000 lists on the market it's easy to feel overwhelmed. You must decide
which lists will deliver your message to your target customer.
Whether it's your internal list that you collected from customers when they purchased
online or the list you use for direct mail, email, or telemarketing. This lists represents the
universe of people to whom you are going to present your offer.
Is your offer relevant to the people you present it to?
You need to ensure that the list is composed of your target audience before developing
your campaign.
This is why approximately 40% of the success of your direct marketing campaign
depends on your list selection.
The offer
The offer is almost as important as the list and of course, your product, solution or
service must be useful, timely and priced appropriately for your target market.
Remember that the right list and the right offer will generate responses even if the
creative is poor.
The Creative
The creative needs to express your offer in a clear and compelling manner that will gain
the attention of your target audience, but if you get the offer and list wrong, then you’re
certain for failure.

4. Boost Sales…Gain Market Share …with Focused List Selection by Tim Little 4
There three types of lists:
• Internal Customer/Prospect Database
• External Response Lists
• External Compiled Lists
Your customer database contains active or inactive customers and is going to perform
better (response rate or open rate) than any external list that you could ever purchase.
Your database is evolving and changing and constantly eroding active customers unless
you are constantly renewing, up-selling, and cross-selling, like a magazine publishing or
membership sites.
Response lists
These are people that have taken action to get on the list like paid magazine subscribers
or active membership sites.
These could be special interest and respond well to direct mail offers that serve their
niche.
These lists will generate the highest response rates since the synergy or relevance is
there.
Subscriber lists
Subscriber lists are lists of subscribers to magazines or newsletters.
These can be subdivided into different categories, which are described in the following
paragraphs.

5. Boost Sales…Gain Market Share …with Focused List Selection by Tim Little 5
Controlled Circulation Magazine Lists
Controlled circulation magazine lists are mostly business lists. Controlled circulation
magazines are distributed free of-charge to recipients who meet a set of criteria
determined by the publisher.
The criteria collected from the prospective subscriber states that the individual’s job
function and/or is in an industry that the magazine targets, thus ensuring the
publication can satisfy the requirements of its advertisers, from whom it derives the
majority of its revenue.
In order to receive a controlled circulation publication free-of-charge, subscribers have
to fill out a questionnaire about their job responsibilities and the type of company they
work for.
The answers to these questions give a breakdown of the types of people who receive the
publication.
Controlled Circulation Lists
Controlled circulation lists offer a variety of selects such as job title, industry, company
size, location that allow mailers to choose a subset (or selection) of names from the total
subscriber base that most closely matches their target audience.
Selects are discussed in detail in a later section of this paper.
Paid Magazine Subscriber Lists
Paid magazine lists are subscriptions that are paid for. Because the subscribers are
paying, the publisher is not in a position to ask them to complete a detailed
questionnaire before receiving the publication.

6. Boost Sales…Gain Market Share …with Focused List Selection by Tim Little 6
Paid subscriber lists do not usually offer as many selects as controlled circulation lists.
They tend to be limited to geography, gender, home vs. business address, and how
recently they purchased.
Business-to-Business Databases
Business-to-Business Databases are subscriber files from several databases that
have been combined into one database so as to provide larger universes for the mailer to
select from.
Business-to-Business database is composed of files owned by the same publisher.
Sometimes they contain the combined subscribers from several publications or list
owners, which are grouped around a certain industry or job function.
Associations
Association lists come from association rosters.
They are a good source for targeted mailings because membership in the association
demonstrates an active personal or professional interest – especially if the association
represents a specialized area of interest or expertise.
Some associations segment their member lists so as to allow further targeting or selects
Event Attendee Lists
Event attendee lists are the registration lists from seminars, conferences, and trade
shows.

7. Boost Sales…Gain Market Share …with Focused List Selection by Tim Little 7
Seminar Lists
Seminars tend to be more targeted than trade shows or conferences because they are
usually focused on a narrower topic.
There are, of course, exceptions, such as conferences or trade shows for highly
specialized industry niches.
Compiled lists
Come from public records with specific demographics like women over 50 that battled
with breast cancer.
These lists tend to perform the worst, and may be the hardest to convert.
When Using selects to find the best lists
For your business since you are only looking for a specific segment of the lists that
closely fits your market.
For example if you are information technology certified education provider instead of
mailing to the entire list of Information Technology subscribers, you would instead mail
to titles like Information Technology Managers, Directors, and Vice-Presidents.
Using these selects to pinpoint your target audience is an important skill and it requires
understanding of how selects are derived.
Narrow Your Search
The narrower or more specialized your target market is, the more skill required to use
the selects to reach your audience.

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Business Lists selects include:
• Job Title or Function
• Industry
• Number of Employees
• Geographical Location
• Purchase Influence
Consumer Lists:
• Geographical Location
• Interest or Activity
• Average Order Size
• Age
• Gender
• Martial Status
• Children
• Income
The more selects you add, the more the price increases. On the other hand, the more
selects you combine, the more you reduce the number of names available for your
campaign.
This reduces your lists counts and you may not have enough for minimum order
requirements.

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Types of Media
There are four types of media available in the list rental market:
• Direct Mail – postal addresses
• Email – email addresses
• Telemarketing – phone numbers
• Multi-Channel – a combination of two or more of the above, at a discounted price
Any list that you rent will fit into one of the four categories above.
Summary
In conclusion:
1. Choose the smallest number of selects possible to describe the target market for your
campaign. Start with a broad target and narrow it down to hone in on your audience.
2. Each list has different selects available one list’s Industry might be another list’s Type
of Business.
3. Remember that working with selects is like picking apples, discard the one’s with
worms and only keep the best.
Create a niche universe than narrow your selection that best profiles your customer base.
How to Capture Responses from Your Campaign
Setting up mechanisms so that you can capture the responses to your campaign is
critical.

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Direct Marketing benefits from being the most measurable of all marketing functions.
Unlike marketers responsible for branding, public relations, or advertising, where the
goal is often awareness or the establishment of an image, the direct marketer can place a
dollar value to the company on the results of his or her spending.
There are really three things that need to be accomplished here:
1. You need to be able to measure how many people respond to your campaign
2. Which list they come from
3. How each respondent ranks in terms of the likelihood of becoming a sales lead
Integration Of Your Unique Selling Proposition - Marketing Strategy
This is the compelling reason why someone should do business with you!
This is what sets your company apart, what makes your company unique from all of
the competition, and it’s so important because there are so many different kinds of
businesses/websites selling the exact same product or service.
You need to discover something that will differentiate your business from your
competition.
The reason you do this is because your customers may not perceive a reason that’s
different to do business with you.
In Today's Economy
They’re only going to shop price, and they’re only going to go to the lowest price seller,
and they’re only going to watch for the ads that give them the lowest price.

11. Boost Sales…Gain Market Share …with Focused List Selection by Tim Little 11
The business owner and his staff need to get their perspective of the Unique Selling
Proposition, develop marketing systems to get the message out to your customer or
prospective customer on the phone or sales floor, marketing pieces, Website and email
or a report that will articulate what your USP maybe.
The next thing you do is call some of your customers on the phone after pulling their
phone numbers off your customer list, survey customers, and get the customers’
perspective of what it is they like about your company and why because they’re shopping
for some reason.
They’re coming to the store/Website for some reason, and you want to know what it is.
They may be going to another store/Website as well, and we want to know that.
They shop with you rather than the competition.
The second thing we did was make sure that message gets integrated into all of their
marketing direct marketing messages including e-mail, direct mail or smart phone
coupon message.
Integrate USP into your marketing message
Integrating the USP into the current direct marketing processes. So, we got somebody to
answer that phone, integrate and give the scripting of USP over the phone, and he
started to close more of his calls.

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Why do mailing programs fail?
Is because the right offer is being mailed to the wrong prospects.
The goal of the Mailing List Finder at this url: http://lists.NextMark.com is to
help marketers to avoid the costly mistakes by making it simple to find highly-responsive
niche lists they may have missed in other mailings.
The tool will help you to optimize a highly targeted group of prospects who will better
respond to your offer. This Mailing List Finder will allow you access to the exact
information on more than 60,000 postal, email, and telephone lists.
Normally, only list brokers would have access to this much information and the access
costs would be at least several hundred dollars a year if not thousands through
membership sites like Standard Rates and Data Services subscription services.
This is the most powerful free marketing tool that I have ever seen offered on the
Internet.
The website also works as partnership matching service between marketers and market
service providers.
How to Get the Most Value from Your List Broker By Tim Little
The most important service a list broker can provide is to research and recommend a list
or set of lists for you, along with selects, that will enable you to reach your target
audience.
If you can provide a history of past selects and explain what worked and didn’t work in
the past.

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Because brokers do not own the lists they provide, they are unbiased, and can focus
solely on which lists will work best for you.
Bring your list broker in at the start of the campaign development phase so that they can
help you plan how best to reach your target market.
Your list broker will also handle the processing your order, making sure that your
mailing house or call center receives the proper lists, that the list owners receive your
email creative on schedule, and the tests are performed to your satisfaction.
Your list broker will also take care of the billing and payment, which can be a significant
benefit when you are renting multiple lists belonging to different list owners.
Best of all, the list broker’s services are FREE; brokers are compensated with a
commission from the list owners.
The commission level is fairly uniform throughout the industry so your broker is unlikely
to be tempted to offer one list over another due to conflict of interest.
Sincerely,
Tim Little
Publisher, www.MarketingListBroker.com