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Famous Last Words: A Mad, Mad World!

October 2007 By Denny Hatch

• Real-life crime and accidents—ID theft, murders, shootings, automobile crack-ups—all take consumers’ minds off your ad, mailing or DRTV effort.

• The killing fields of the Iraq War.

I get a sense of a loud and collective beating of the breasts and wringing of the hands in the marketing community over ever-worsening results and cascading ROIs. What’s going on?

Quite simply, a lot more compelling stuff is out there than your tired, mediocre offers; workman-like, boring and preachy copy; poorly designed junk mail; screaming Billy May TV commercials; and the mouse-type sans serif disclaimers in your off-the-page ads.

Wake up and smell the coffee—real and virtual!



Denny Hatch is a freelance direct marketing consultant and copywriter. Visit him at www.dennyhatch.com, or contact him via e-mail at dennyhatch@yahoo.com.
 

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A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.

Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving



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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

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