> The trick of direct marketing is not persuading people, it's getting in front of people who already want what you have and making it easy for them to get it.

> The trick of direct marketing is not persuading people, it's getting in front of people who already want what you have and making it easy for them to get it. Indeed. As we say in the software biz, find out who's already evaluating products in a given category and go after them. As lucrative as it sounds, the "educational sales cycle" is not for the young, the under-funded and the starving.