Denny's Zinger: I Tried Direct Marketing and It Didn’t Work!
I am continually astonished at the number of people who throw money away on direct marketing projects and then whine that they did not work.
A case in point: a free-standing insert (FSI) from University of South Carolina.
[See the first and second images in the media player.]
This single sheet printed front-and-back in full color depicts good-looking young people in an academic setting.
It arrived in my Sunday New York Times and broke every rule.
- Peggy and I are 69 and 79, respectively. No kids. No grandkids. We are the wrong people to spend money on reaching.
- No offer.
- No way to respond or request information:
-No phone number.
-No website address.
-No individual with an E-mail address.
- All copy is unreadable—white mouse-type reversed out against a maroon background.
- The copywriter—and smug university administrators—certainly suffered torn rotator cuffs pounding themselves on the back.
Takeaways to Consider
- With no offer and no way for the reader to respond, you'll never know whether your ad, mailing, FSI or digital effort was actually delivered or seen by anyone.
- I urge everybody—EVERYBODY IN MARKETING—to CLICK HERE and download FREE:
my ULTIMATE 83-POINT DIRECT MARKETER'S CHECKLIST
- Otherwise, creating ads like this University of South Carolina FSI is like peeing in blue serge. It makes you feel warm all over and nobody notices.
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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