"IF YOU WANT TO DRAMATICALLY INCREASE YOUR RESPONSE, DRAMATICALLY IMPROVE YOUR OFFER." -- Axel Andersson
These wise words were delivered from a wry, old gentleman I first met over twenty-five years ago.
He had a shock of white hair and twinkling blue eyes. If you added a white beard and a few inches in height and another few inches around his waist, he could pass for Santa.
His name was Axel Andersson - founder of the Axel Andersson Akademy in Hamburg, Germany - and he came to visit us several times a year to study the direct mail from our Who's Mailing What! Archive.
He would dissect the elements of a direct mail package ... the copy, the offer, the premium, you name it. Denny and I both learned from Axel's visits.
But, more than anything, the above quote is forever indelibly engraved in my marketing heart.
Another takeaway I use over and over again is W-I-I-F-M.
As Bob Hacker once said "The customer or prospect doesn't give a damn about you, your company or your product. All that matters is, "What's in it for me?" Or ... W-I-I-F-M. In other words, "Who cares about your grass seed, what about my lawn?"
These are just two of the literally thousands of takeaways in Denny Hatch's new book "Career-Changing Takeaways - Quotations, Rules, Aphorisms, Pithy Tips, Quips, Sage Advice, Secrets, Dictums and Truisms in 99 Categories of Business and Life."
People have been after him for years to take the best of all the takeaways from his e-newsletter Business Common Sense and compile them in a book. Well, he's done it! And, it really is terrific.
One of my favorite reviews so far comes from Charles Prescott: "...It's the sort of book you'd give your children and children of friends on graduation day as a guide for life, especially in business. Worth having on your desk to look to for inspiration."