Denny's Daily Zinger: Sick of Goo-Goos and Non-MarketersMay 8, 2014 By Denny Hatch
I am sick unto death of non-marketers and goo-goos (good government goodie two-shoes) making destructive marketing policy and forcing us to live with it.
For example, the word "discrimination" appears 30 times in the report.
From the White House Report (opens as a pdf):
Big Data and Discrimination
The technologies of automated decision-making are opaque and largely inaccessible to the average person. Yet they are assuming increasing importance and being used in contexts related to individuals' access to health, education, employment, credit and goods and services. (Boldface mine.)
When Peggy and I launched the WHO'S MAILING WHAT! newsletter, we discriminated against people who had nothing to do with direct mail marketing.
Oh naughty us!
Get this straight, troops. Direct marketing is all about discrimination—not making offers to the wrong people.
From the White House Report
Consumers have a legitimate expectation of knowing whether the prices they are offered for goods and services are systematically different than the prices offered to others.
Here's the language the goo-goos want us to use in price testing:
The price is $49.95. This is a price test. Other cells will be offered the same product at $39.95 and $19.95. Please buy from this offer, because we make more money. Thank you.
If blanket non-discrimination and the banning of price testing become law, the DMA will have failed us miserably.
If I sound pissed off, I am.
Denny Hatch's new book is Write Everything Right! Drayton Bird says, "I have never seen such a rich treasury of relevant knowledge about every kind of writing—from what makes a best seller to which words are most looked up by the readers of The New York Times." Click Here to read the first 3 Chapters FREE. Write Everything Right! also has a Kindle Edition. Reach Denny at email@example.com.