Peggy and I caught the dazzling digital restoration of "The Third Man" at the Bourse in Philly. Orson Welles’ overpowering personality totally dominates the 93-minute black-and-white film noir masterpiece. Yet, he is on screen a mere 22 minutes.
This morning, I received the following email from Turner Classic Movies:
“Exclusive TCM Summer of Darkness Collection! Shop Now View in Browser…”
"Okay," I thought, "let’s see the prices of The Lady from Shanghai, Laura and others."
I clicked and got the following:
Takeaways to Consider:
- Many years ago a general agency landed a direct client who wanted to place a space ad. The account executive bought a book on direct marketing and learned it is important to make the order coupon really stand out. When the design came through for approval, the account executive told the artist to make the coupon black with white type so it would surely be noticed.
- We geezers know that before running an ad it is imperative to make copies and test it on strangers. Does the coupon have room for all the required information to fit?
- The ad with the black coupon and white type ran nationally and generated zero orders. A total wipe out.
- The agency (and client) discovered the hard way readers generally do not have pens with white ink.
- Beta test everything you TCM schmendricks.
- You wasted my time and pissed me off.
Denny Hatch’s new book is WRITE EVERYTHING RIGHT!
***** Five Stars “A lifetime of insights on effective writing from direct marketing guru Denny Hatch. Blending psychological insights into how and why people respond to messages with actual examples of persuasive writing that achieved the desired results. Thanks for an entertaining read, St. Denny.” —CloudsandSun. Amazon.com
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