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Famous Last Words: Golf? No Thanks!

November 2007 By Denny Hatch

• If your first effort is too expensive, you will never recover.

• A $5,000/M lead-generation effort to consumers will lose a fortune no matter what the response.

• A strong offer, boldly stated, is the key to success.

• “Use short copy to get an inquiry, but never to make a sale,” as stated by direct marketing guru Andrew J. Byrne.

What would be a strong offer by The Cliffs Communities organization? Advertise in an upscale golf magazine or rent golf lists for a simple direct mailing. Overlay demographics of some kind—income or upscale ZIP code—so that your effort will go to (1) known golfers who (2) can afford the proposition. Send a simple mailing with an emotion-laden letter and a certificate that offers two free rounds of golf on any of The Cliffs’ courses, use of all the facilities and a special discount rate at a local luxury hotel ($49 a night, including breakfast). The only obligation is to take a tour of the facility.

For anyone driving to Florida for a vacation, a free round of golf and a big discount on a fine hotel room is a strong offer.

So, if these are rich folks who don’t need bargain hotel rates and free golf, why should they respond?

How do you think they got rich in the first place?

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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