Denny's Zinger: Setting Deadlines Can Be Deadly
Many-a-time mailers touted a deadline, only to suffer a glitch whereby the mail was delivered after that date.
Loss No. 1: Cost of the mailing.
Loss No. 2: Loss of revenue from the offer.
The old rule:
- Never set a deadline too close to delivery, because a late arrival kills the deal.
- Never set a deadline too far into the future, or the sense of urgency is lost.
The Viking Conundrum
We have taken two Viking River cruises — the Rhine and the Danube. Great experiences.
When cruises don’t fill up, Viking offers last-minute deals — half price, free airfare, etc. I always open these offers when they hit my Yahoo inbox.
This past April, I received the above notice of last-minute price reductions for May cruises. When I clicked for further information, this screen came up:
Takeaways to Consider:
- Deadlines are effective.
- If I reply late, don’t smack me with an impersonal “Sorry, chum” message.
- Program an automatic personal note signed by a VP (1) Thanking me. (2) Explaining a sudden rush of orders. (3) Offering me your very best current goodies (If I act NOW).
- “Times of adversity and customer screw-ups may be the only times when you can really show your customers how much you love them.” —Malcolm Decker
- “Always try to turn a marketing disaster into a marketing opportunity.” —Lester Wunderman
Denny Hatch’s new book is WRITE EVERYTHING RIGHT!
***** Five Stars “A lifetime of insights on effective writing from direct marketing guru Denny Hatch. Blending psychological insights into how and why people respond to messages with actual examples of persuasive writing that achieved the desired results. Thanks for an entertaining read, St. Denny.” —CloudsandSun. Amazon.com
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