OK, so he does not offer this advice only to SMEs- it is for everyone. From the near GOD of Advertising.  As the founder of arguably one of the most creatively successful advertising agencies, he has this advice to gove to marketers and agencies: Go the Direct Response route.

He is gladdened by the fact that Internet has come to rescue and explode his first love- ‘Direct Response’ marketing. For him it is only Direct Response training that can help the existing media planning, creative and advertising in general as it exists today.

For a SME, small business, start up or entrepreneur, this is extremely relevant- their marketing dollars are very stretched and it is intelligent frugality that can go a long way . Watch him:
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