Why We Don’t Do Long Lists

From time to time I am sent a request for a count or quantity and as selection criteria I am given a long list of job titles or industries from which the client asks us to match against.

In 2012 we made a decision that we would not do selections based on long lists of anything.

Our reason for doing this is that our experience has been that selecting against long lists is just not effective.

It results in some records being selected and others being missed based maybe on the presence of a word or phrase in their job title.

When I get a long list of industries my inclination is to ask what industries are you not interested in and we can exclude those.

The main reason is that Interactive Direct has built up really good expertise and skill in selecting from our database based on a verbal description of the target market and our selections work.

We humbly request that the client gives us a description of their target market in words and we can convert that into selection criteria.

We are happy to give the client a view of what our selection criteria delivers so that can have assurance of how well we have done.

Sometimes we do some fine-tuning at this stage.

At the end of the day all we want is for our clients to have a good experience using our services and that they should get a good return on their investment when they pay us for our services.

Please contact me if you would like to discuss this with me at all.

Tony Sham