A Free Parting Gift, From Denny Hatch
To Be on My Own Again
The bad news: I turned 80 last week.
The good news: 80 is the new 79.
Ed Mayer’s Dictum
“Success in direct mail,” the great teacher Ed Mayer wrote, “is 40 percent lists, 40 percent offer and 20 percent everything else.”
“Big Data” is what we used to call list research — finding the right person who can afford your product or service and making a sale.
In updated Ed Mayer-speak: “Big Data” is 40 percent of the equation.
Once you’ve found a likely prospect, the next challenge is to create powerful wants. To put it simply: how do you best reach the person, and what the hell do you say?
This represents Ed Mayer’s other 60 percent of the equation. Among the many challenges:
- Test matrix
- Headline/Subject line
- Copy and Design
- Seamless fulfillment
- Instructions so simple and idiot can follow them
- And the ultimate goal: creating a climate of CRM (customer relationship magic) to bring in a second sale and turn the customer into a lifetime multi-buyer
These are the areas — that pesky 800-pound gorilla — I want to pursue as a marketing consultant, writer, designer and blogger.
Out on my own again, I can operate on my own schedule and deadlines of my own making.
To Protect Yourself and Your Colleagues From Screw-ups, Here’s My Parting Gift — With Thanks for Your Readership
Out of the millions of words I have written over the past 65 years, I believe the most important and valuable piece I ever created is:
Best of All, It’s FREE!
You are invited to download it, and make it available to everyone in your organization from top to bottom.
Above all, I would urge you to make sure every new hire receives one on the first day of work.
This is your quickie guide to the all-important, non-data side of direct marketing — that highly personal and heavily intuitive 60 percent of the equation.
I guarantee my checklist will help keep screw-ups to a minimum.