Rule No. 3 — Don't Assume Anything!
We all know that Rule No. 1 is "Test Everything" and that Rule No. 2 is "See Rule No. 1." But, keep in mind my new Rule No. 3. Here's the story …
We recently hosted a fundraising direct mail workshop critiquing attendees' direct mail copy, design and campaign strategies.
There I was blathering on about the need to study control mailings, especially our "Grand Controls" that have been in the mailstream three years or longer ... when a hand suddenly went up.
"What's a control?" was the question.
YIKES! Turns out there were several folks who didn't understand what a control is and how testing and trying to beat the control is the lifeblood of direct marketers.
So check out the new video by DMIQ's Research Director Paul Bobnak, who offers an explanation of controls and why they are important to study.
Do keep Rule No. 3 in mind when you're writing your next marketing campaign, giving a presentation or simply writing a business letter. Make sure you don't talk in shorthand and throw acronyms around assuming the recipient knows what you mean. You know what Oscar Wilde said: "When you assume, you make an ass out of u and me."
'Til next time.