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August 26, 2009


One of the key values of the "middlemen" in the list business is the knowledge of which lists are good quality, frequently updated, work for which types of offers, understanding the selections that are available and can make good value recommendations that fit the required target. This knowledge is acquired over a number of years. Marketing people may find themselves making costly mistakes without this valuable input to their campaigns.

I agree Sue. The value is there. Qualified list brokers know what works and what doesn't from years of experience. Their empirical knowledge goes far beyond response rates, but at the very least those response metrics 'in the broker's head' can save a campaign. It is very important to get good references who can site positive experiences and quantifiable results to help separate the wheat from the chaff.

I also agree with Sue, there will always be middlemen and the good ones do bring value to the table.

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