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Denny Hatch's Blog

Denny Hatch's Blog

By Denny Hatch

About Denny

Author, direct marketing guru, and always entertaining Denny Hatch focuses on a major story in the news and shows how businesses can take advantage of–or avoid the pitfalls from–the lessons to be learned in terms of marketing, sales, PR and communications.

 

The Power Punch

Carolyn Goodman
Mentoring: Give a Little, Get a Lot
Feb 27, 2015

Last summer, I heard that my alma mater was launching a mentoring program between graduates and enrolled Seniors. Even though...



Here's What Counts

Chuck McLeester
Sex and the Schoolboy: Predictive Modeling - Who’s Doing It? Who’s Doing it Right?
Feb 26, 2015

Forgive the borrowed interest, but predictive modeling is to marketers as sex is to schoolboys. They're all talking about it,...



Search Made Simple

Phil Frost
SEO 101: The 3 Keys to Rank No. 1 in Google
Feb 25, 2015

Mark Twain was only half joking when he said, "If you don't like the weather in New England, then wait...



The Data Athlete

Mike Ferranti
Omnichannel Customers Are 2X as Valuable – How to Make Them Yours
Feb 24, 2015

With so many trying to sort out an "omnichannel" marketing strategy, I thought it would make the most sense this...



The Integrated Email

Cyndie Shaffstall
LinkedIn as a Marketing Vehicle
Feb 23, 2015

In 2013, Spider Trainers created the "Great Big Book of Things Marketers Say" as an experiment in repurposing and the...



Making Social Sell

Jeff Molander
The 1 Simple Way to Sell via Your Webinar
Feb 20, 2015

Want to sell with your webinar? Actually go for the close at the end or generate an appointment for your...



Direct Mail for the Modern Marketer

Summer Gould
Consumers Like Direct Mail
Feb 19, 2015

For the past several years, direct mail has been bashed for being too old school and past its time. The...



Reinventing Direct

Gary Hennerberg
Creating a One-Word Brand Statement
Feb 18, 2015

What do your customers think of when they see your organization name and logo? Your public image is important and...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google Opens the Door to the Trusted Stores Program
Feb 17, 2015

Google has changed the requirements for its Trusted Stores program to make it easier for stores to join the program....



Brand Matters

Andrea Syverson
Take Heart: Send a Brand Valentine!
Feb 12, 2015

'Tis the season for valentines. What makes me smile in my professional life is finding companies that foster an intentional...



Marketing Sustainably

Chet Dalzell
A Welcome to the 74th Postmaster General and CEO Megan Brennan
Feb 16, 2015

Happy President's Day, and a warm welcome to the new USPS Postmaster General and Chief Executive Officer Megan Brennan. In...



IMM-Possible ROI

Stephanie Miller
3 Success Factors to Insights-Driven Automation
Feb 10, 2015

Most marketers do not have a technology problem. In fact, we've crossed the chasm of a few years ago, when...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Feb 3, 2015

B-to-B marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Be a Good Data Scientist
Jan 15, 2015

I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Two Words That Wrecked an Otherwise Superb e-Sales Pitch

 
Get the Flash Player to see this rotator.
 

[NOTE: All names and numbers have been changed to protect the inept.]

"Always see a salesman once," said my first boss and mentor, children's book publisher (and ace salesman) Franklin Watts.

The reason is obvious: you never know when (1) the guy has something to make you rich or (2) he is so good that you should hire him.

During 50 years in business, I have been receptive to reasonable blandishments from strangers by phone, letter, in person and—in recent years—e-mail.

James O'Malley called me and said that during this recession, many companies were having trouble getting paid. He said that his firm was employed by a number of direct marketing companies to collect overdue receivables and asked if I could use his services.

I gave him my usual line, "I'm a 'see' guy, not a 'hear' guy. Could you e-mail me some information?"

O'Malley said he would. Did I have any outstanding receivables currently that would require his services? I said that I did not, but who knows what the future would bring.

Five minutes later I received the following e-mail from James O'Malley:

your new Legal & Collection firm

Wednesday, July 1, 2009 11:02 AM

From:

"James O'Malley" <jomalley@b-s-minc.com>

To: dennyhatch@yahoo.com

Message contains attachments

BSM 2009 EMAIL Packet (James O'Malley) PC.doc (42KB)

Denny,

We spoke today about protecting your company on current and future collection issues. Our collection ratios are more than double those of in house attempts, OR competing attorneys and collection firms, and many times we can collect within 3-5 business days. Attached please find the information you requested regarding our firm, along with a placement form.

Please get together the exact amount, invoice number, and date of invoices as soon as possible.

We are excited about the opportunity to help dramatically increase your cash flow. If you have any questions, please do not hesitate to contact me at the number below.

 <see attachments>

Sincerely,

James O'Malley
Client Services Manager
800.555.8020
602.555.8041

www.b-s-minc.com

So far so good, I thought, as I clicked on the attachment. I believed James O'Malley cared about me, wanted my business and spent serious time trying to woo me. After all, he called and asked for me by name and immediately followed up with a personalized e-mail. This was a thoroughgoing professional sales effort that made me feel important.

"It's a basic tenet of selling," wrote the late copy guru Bill Jayme, "that in the marketplace as in theater, there is indeed a factor at work called 'the willing suspension of disbelief.'"

The attachment—which arrived in Word—was three pages. The first page was a memo from James O'Malley describing the history of his company and why I should use his services. Page two was a description of precisely what services O'Malley's firm could provide. And the third page was a form for me to fill out to get the ball rolling.

Alas, the first page was NOT a personal memo to me from James O'Malley. Here is how it read:

To: Potential Client

From: James O'Malley

As mentioned, the attachment was in Word format, which means he could have spent an additional two seconds replacing "Potential Client" with "Denny Hatch" and closed the loop, making me believe that he was talking exclusively and personally to me.

Instead of a highly professional personal message, O'Malley threw an e-pie in my face, saying in effect, "Yeah, I'm sending this to a lot of people. You're a big boy. You understand."

In short, he broke the spell and triggered what Hemingway called my "shockproof, built-in shit detector."

In addition, the following two sentences in the memo are grammatically incorrect:

 >>Our combined 75 years of experience, professionalism and dedication to our clients, allows us to exceed all industry standards and provide you with the most expeditious results. <<

(The verbs—"allows" and "provide"—should agree.)

>>By utilizing our vast resources, as well as our investigating techniques to determine the debtor's financial condition, provides us the information needed to best collect the account. <<

(The first word should be deleted.)

Admittedly, these are small details, but they indicate sloppy preparation. Would I trust these careless people to be in direct contact with my customers and clients—those folks who hopefully will be paying their bills on time once this damned recession is over and long after O'Malley's services are no longer required?

Uh-uh.

Click on the image below to enlarge.

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