Denny’s Zinger: Denny Hatch’s 8 Ironclad Rules of E-marketing
A Brief Look Back . . .
When the Internet arrived big time in the 1990's, a gazillion hotshot kids — with zero experience in marketing and design — took over and set the protocols.
These kids said to us geezers: "This is the new medium and the new paradigm. Your old rules are dead. We make the rules now. So take a hike, buster."
In April-May 2000, the dot-com bubble burst and roughly $1 trillion disappeared. A legion of these whiz kids and went back to school and/or home to live with their parents.
Us old folks went back to creating the rules:
- What we learned in the world of print advertising and direct mail is totally applicable to e-commerce.
- "Big Data" was called "list research" back in the old days — finding the right person for your offer.
- "Success in direct response is 40 percent lists, 40 percent offer and 20 percent everything else." —Ed Mayer
- Hardwire these percentages into your DNA: 40 percent — 40 percent — 20 percent.
- "It's the offer, stupid!" —Bob Hacker
- "If you want to dramatically increase your response, dramatically improve your offer." —Axel Andersson
- "Two rules and two rules only exist in marketing: Rule No. 1: Test everything. Rule No. 2: See Rule No. 1." —Malcolm Decker
- "Avoid gray walls of type." —David Ogilvy
Takeaway to Consider:
- Got additional rules? Let's hear 'em!
Denny Hatch's new book is WRITE EVERYTHING RIGHT!
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