Direct Marketers Have Forgotten How to SELL!
Walter Weintz, agency owner and my employer and mentor for four years. Periodically in the summer Walt would storm out of his office and shout, "It's too nice a day to be workin'. Let's go fishing!" And we would. His biggest client was CREEP: Committee to Re-Elect the President (Nixon). This funny business called Watergate happened and suddenly Republican fundraising died and so did my job. Which was great, because it was then I hooked up with Jim Prendergast and became a freelancer. I never looked back.
Guy Yolten, a lovely guy whose advertising agency was the epicenter of political fundraising, publishing, memberships and B-to-B in Washington, D.C.
To all who participated back then—those of you still with us and those in the Great Beyond—I loved it. I loved all of you. And I really, really miss you! It was a hoot.
Takeaways to Consider
- David Cowen's gift flyer for the 1981 DMDNY conference is a jewel.
- One conspicuous omission on the circular: NO ORDER MECHANISM! No phone number, no nothin'.
- It arrived in an envelope with a letter and an order form.
- Important Takeaway to Put on Your Checklist: When you send out an offer by direct mail, make absolutely sure every element has an address, URL and phone number. This goes for letter, circular, order form (obviously), refrigerator magnets and anything else.
- The reason: pieces in a mailing can get separated. If, say, a lift piece is powerful and shows up minus the rest of the mailing, it might trigger interest. "I'd like to look into this," the finder might say. If no address, email or phone number appears anywhere on the piece, the inquiry (and order) are lost!
- It costs nothing to add this information in small type.
- If any reader has a scanner that can accommodate a 22” x 34” form, I’d love to make it available to one and all. In terms of generating hype and excitement, it sure filled up the Hilton.
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Question: why didn't you write this book 27 years ago when I started my company and wrote catalog number 1? —Ira Hoffman
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