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Famous Last Words: Shooting Ourselves in the Foot (Again)

November 2006 By Denny Hatch
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While I am no prude, this is one of the most tasteless mailings I have received in a long time. One paragraph reads as follows: “Legend has it that one of Jerold’s direct mail pieces was so good that the recipient’s wife left him for the mailman. In my next life I’m coming back as an envelope so Jerold can lick me.”

While I did not know John Caples, no doubt he would be ashamed to have a mailing like this go out under his name, and I believe you also should be ashamed.

Beyond this poor copy is the fact that you’re soliciting me because I supposedly have an agency that does outstanding creative work. The fact is, I do not have an agency and spent my career in the list business doing consulting and training. That’s a fact that should be readily obtainable from the DMA database.

Our industry seems intent on shooting ourselves in the foot.

At the bottom of this “cute, clever” memo is another big black Pentel message:

“They’re calling you the midwife because you always deliver!"

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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COMMENTS

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Most Recent Comments:
Andi Emerson - Posted on November 13, 2006
Denny Hatch was flat out wrong. Not-for-profit Caples Awards is the only International advertising contest organized, maintained and totally managed by volunteer Direct Marketing Creative Directors. It
Is funded by entry fees and donations from agencies, clients and suppliers.

Caples is by, about and for those who fulfill the creative assignments given by clients.
Click here to view archived comments...
Archived Comments:
Andi Emerson - Posted on November 13, 2006
Denny Hatch was flat out wrong. Not-for-profit Caples Awards is the only International advertising contest organized, maintained and totally managed by volunteer Direct Marketing Creative Directors. It
Is funded by entry fees and donations from agencies, clients and suppliers.

Caples is by, about and for those who fulfill the creative assignments given by clients.