Yogi Berra's 10 Tips for Direct Mail Success
9. "You can observe a lot by watching."
Look at the numbers. Do surveys. Run focus groups. Talk to your phone operators. Your customers will tell you everything you need to know if you just open your eyes and ears.
10. "It ain't over till it's over."
You can guess and estimate and reason and calculate, but you really don't know anything until you run a test. If there's one thing that's for sure in direct marketing, it's that nothing is for sure.
Of course, Yogi also said, "I really didn't say everything I said." Maybe. But who cares? Coming from anyone else, quotes like "Pair up in threes" or "I usually take a two-hour nap from one to four," would seem stupid. Coming from Yogi, it's pure gold.
Want to read more of Yogi's gems? I've collected a few in Deep Thoughts from the Yogi.
Dean Rieck is one of today's top direct mail copywriters and has created sales and generated leads for more than 250 companies, including Intuit, Rodale, Sprint and American Express. For a free copy of his white paper, Getting Response in a Down Economy: 4 Key Principles to Boost Your Direct Mail Profits in Today's Difficult Market, visit www.DirectCreative.com