When Pigs Fly - Creative Ideas I’ll Never Do Again
Tactical direct marketing programs make as much sense as building a house without a blueprint. It’s a crapshoot. It can be done, sometimes, but it won’t be pretty.
Look into the future. Have you ever been asked to predict the results of a test campaign? We used to get asked that all the time. “Isn’t 2 percent the norm?”
Well, no. It doesn’t work like that, you explain. We plan, develop an allowable cost-per-order, test, track, fine-tune, analyze, roll out cautiously and keep testing. Along the way, we learn what works and do more of it. We learn what doesn’t work and do less of it. And we all make a good deal of money.
“I don’t want to test. You’re the experts, why do you have to test?”
For starters, everything you do for the first time is a test, whether you call it a test or not. If the word test makes you unhappy, let’s call it a super-rollout. It’ll still be a test. And, if you show a program to two experts, you’ll get two opposing opinions. And opinions don’t matter a hoot. The only thing that matters is whether or not real people in the real world will send you money.
One expert opinion does matter, though: “Test.” Any expert who has another opinion isn’t an expert.
“The advertising people have some creative ideas for your direct mail campaign.” I’ve heard this maybe a hundred times. Will the advertising people sign off that they’re responsible for the results?
“We don’t need a letter. Just mail the brochure or a postcard.”
Your prospects have never heard of you. They have no idea what you stand for. They don’t care about you, your product or your company. And the most-read element, the most crucial, testable and cheapest-to-produce element in a direct mail package is the letter, and you don’t want one in your launch campaign?