Typically, rotten results are just a matter of your failing to attract the right kind of people. The key words in that statement are Attract and People. We're going to focus on the people. Unfortunately this is precisely the spot where most people are committing one of the most egregious blunders in marketing. Let's look at it and figure out how to avoid it.
Most people rent or buy a mailing list, and they base the list only on demographics.
As you probably know, demographics give you zip codes, addresses and annual household income. Judy Diamond's lists go into a great deal more detail, giving you lots of very specific industry-related information. However, other lists are based exclusively on demographics. Demographics are necessary. Even the worst list serves as a necessary qualifying element.