How Not to Generate Leads
But at the time, he had an old Volvo to which he was deeply attached. Although it had mileage in the six figures, Miglautsch spent a ton of money over the years keeping it in pristine condition. It ran beautifully and he had absolutely no intention of getting rid of it.
Then, one day, he totaled it on a bridge; he was in the market for a new car that afternoon.
No database in the world—no matter how sophisticated—could have predicted the “when” of a John Miglautsch automobile purchase.
Why Michael Richards’ Pitch was Wasted—Part I
Like John Miglautsch, my wife, Peggy, and I have an old Scandinavian car—a 1999 Saab 9.5 sedan with less than 60,000 miles—and we have spent big bucks with Saab to keep it running like new.
This will be our last car unless, like Miglautsch, we total it.
Even then, we would never dream of buying a Lincoln for one very basic reason: Lincolns are very large cars ad we live on a street so narrow that snow plows cannot navigate it.
Why Michael Richards’s Pitch Was Wasted—Part II
The giant mailing—which to my 71-year-old eyeballs had to cost somewhere between $2 and $3 (and likely much more)—contained to following:
* It was all about dreams. The words “dream” or “dreams” appeared 19 times in the copy.
* The brochure, made up of eight two-page spreads that stretched 30˝ long by 9 1⁄2˝ high, had a series of seven teeny inch-high, black-and-white photo stories running along the bottom entitled “My Dream.” Here was the story of a Wall Street analyst who became a Sonoma Valley winemaker and a girl who was so in love with her homemade wedding dress that she started a wedding dress design company. You get the idea. These stories had nothing to do with Lincolns and everything to do with the agency’s arty creative process.