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Last Update: Sunday July 25, 2021

Direct marketing works... but if have to watch return carefully.

Track Your Key Critical Ratios


Dallas, Texas: In this episode of the show we take you to meet wine enthusiast, Bob Orenstein; he started his business to serve people who, like himself, love fine wine. But, it was not easy. Learn how perseverance paid off.

Bob continued testing his business formulas.  Slowly his company began serving hundreds of thousands of customers around the world. He  became the  authority on wine accessories and his customers began to depend on him to find items they could not find elsewhere.

From a spare bedroom of his condominium in 1983, it took him over ten years to break into the domain of the fast-growing businesses. He talks about business basics -- delivering quality products and extraordinary service.
Bob Orenstein and his wife are from New York. They moved to Texas for American Airlines. But with mail, phone, fax and the Internet, most of Bob's customers don't even know where he is; they just know he has what they want.

In this show you will also learn about Bob's professional associations, the DMA or Direct Marketing Association and the CEO Club. His web site is the gift shop of The Wine Spectator, the high-end publication for wine enthusiasts and the industry.

Go to all the Key Ideas and Video for this episode...


Or, if your pop-up blocker is on, click here to watch at least one clip each day.

Every time you open the window a new clip will play.  Each is randomly selected.

First, what key critical ratios do you track most closely?

If you are not sure of what a key critical ratio is, please, please, please take time to go through this entire episode

If you do not track your numbers, you are not really in business. That's tough talk, but your numbers are the heartbeat, the blood pressure, and cholesterol count of your business.  You need to know how well the synpases are firing between you and your customers, your employees, suppliers... it is all there in the numbers. 

Don't attempt to do direct mail until you have your numbers working for you.

Direct Marketing can help take you global quickly.


Start a Business

Meet Steve Hoffman, founder Modern Postcard
He is a photographer smitten by  the Theory of Constraints. The result is that he makes direct mail easy for the rest of us.  (All the video)

Key Question: How do I start a business?"


Grow a Business
Meet Scott Mooney, another direct mail genius.
Scott started his business in junior high school.  By the time he graduated from high school, he had employees.  He developed a direct marketing list of over one million horse owners in the USA! (All the video)

Key Question: What is a path for growth?


Buy a Business
Buy a franchise; you'll get a community to help. Meet Don DeBolt, former CEO of the International Franchise Association. He introduces us to FastSigns, Auntie Anne's Pretzels, and Tires Plus. They all did very well selectively franchising their business.

Key Question: Can my business be my legacy?


Sell a Business
There are many ways to sell your business.
Here are four stories to review:
1) eight pointed ways to exit your business with money
for your sweat equity and intangibles (all the clips),
2) sell employee stock options (all the clips),
3) sell to someone like you (all the clips), and
4) sell to a publicly-traded company (all the clips).

Key Question: Who is the best buyer?

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