Dr. Lisa Spiller is a full professor at Christopher Newport University. She is also the person that initially taught Charles about direct response marketing, while he was a student in her classes.

Lisa talks about why entrepreneurs and small business owners should use a customer database to drive all of their marketing. In addition, she reveals specific ways to segment a customer database to make specific offers to certain customers.

She talks about why all customers are NOT equal and why it is important to identify the most profitable customers of your business.

In addition, Lisa shares what stealth communication is and how to implement it.

Moreover, she goes into great detail about the 5 different types of customer segmentation and how to use each of them to market to customers.

She talks about how key codes can help you track your marketing to determine what marketing is and is not effective.

How to measure the response of each individual ad that you create.

Why all marketing begins with the customer.

Finally, Lisa Spiller talks about the advantages and benefits of marketing smarter.

Join us for this episode