Thinking properly about Direct Response Marketing I attended a fairly small meeting hosted by Dan Kennedy and his associate, owner of Forbes Books, Adam Witty with Ken Fisher, obviously of Fisher Investments. Fisher was explaining to us how, when he was still a relatively small growing company, the direct response marketing he was doing was working really well. He said it was working so well that he was terrified that the big guys were going to notice and then knock him off. This was when he was doing about $15,000,000 a year in revenue. It’s now over $1.3 Billion a year. So, what he did is he started looking for
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