Denny's Daily Zinger: Want Direct Marketing Success?
Want direct marketing success? Find a starving (or at least a hungry) crowd.
This was the mantra of direct marketing legend, the late Gary Halbert, whose writing was absolutely mesmerizing. His newsletter on the subject was classic Direct Mail Marketing 101, essential reading for newbies and a refresher for us geezers.
Are the writings of a guy who called himself "the prince of print" worth paying attention to in the wild new world of e-commerce? Absolutely. The principles of testing and one-to-one communication are as relevant to Internet marketing as to direct mail and print advertising.
Okay, email can be sent virtually free to anybody with an email address and will certainly generate some responses. In that sense, testing is not necessary. (One order per million can be profitable.)
On the other hand, the mailer who emails everything to everybody will quickly get the reputation for being a spammer—not a sound business model.
"Human nature is perpetual," wrote the great copywriter Claude Hopkins. "In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them."
"Times change, people don't." —John Caples
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His next book will be "Write Everything Right!" Visit him at dennyhatch.com or contact him at firstname.lastname@example.org.