Taking Your Professional Skills to the Racetrack
Class differences in direct marketing:
—Response lists vs. compiled lists
—Neiman Marcus buyers vs. the Carol Wright file
—Sweepstakes buyers are definitely inferior
—Inquiries vs. buyers
A corollary on the subject of class: Seriously consider discarding any list where the unit of sale is four times that of the product you are selling.
• At the track, a poor prior effort is forgivable if:
—Ran against higher class horses
—First race in a month or more
—Comment line: “Blocked,” Impeded,” “Roughed,” etc.
Poor direct mail results are forgivable if:
—Local team in the Super Bowl
—Mail is delayed and it’s Christmas
—The president is shot
• Sucker bets at the track
—”Consistent” horses that run 2nd, 3rd and 4th race after race
Sucker bets in direct marketing
—Mailing to a list that you have been given for free
—Female horses have less strength and stamina than males
—Females retain winning condition for briefer periods. Thus, they are seldom able to win the second of two driving finishes.
—Female horses need sensitive, intelligent jockeying; they react badly to punishments.
—Sexual cycle affects their form.
Direct marketing to women: You do it differently than to men.
Going by the Rules
Could a direct marketer—or experienced handicapper—have picked Rags to Riches, the lone filly in the field?
No, because betting on her would have violated two rules: (1) Never bet on a filly in a field of colts or geldings, especially if she only has raced against fillies and mares in the past (2) The “Horses for Courses” Rule.
The Triple Crown comprises three races:
*Kentucky Derby 1-1⁄4 miles
*Preakness 1-1⁄8 miles - two weeks after the Kentucky Derby
*Belmont Stakes 1-1⁄2 miles - five weeks after the Kentucky Derby
The Triple Crown is a wicked test of endurance.