Testing everything deemed to be “test-worthy” may be the most important work in direct marketing.
In the days of snail mail and space ads, an offer deadline frequently created urgency and generated additional orders. However, after the cut-off date, orders stopped dead.
The great guru Dick Benson wrote, “A letter should look and feel like a letter.” I believe this is true in print and online. The guy who taught me the craft of writing a letter was a great copywriter and most elegant gentleman, Malcolm Decker.
Let me share with you three quick stories. Glad: Many years ago I bought a box of Glad tall white kitchen trash bags. I was carrying one full of garbage out the front door to leave for the sanitation truck when is suddenly split.
When your customer orders, the following rules are sacrosanct: "Make it easy to order." —Elsworth Howell, President, Grolier Enterprises. "The order from should be so simple an idiot can understand it." —Malcolm Decker.
Many years ago, a giant USPS truck backed up to a house in Greenwich, Conn. and dumped 14,000 identical mailings onto the front lawn. The offer: membership in The Beginning Reader's Club—the Dr. Seuss books by mail. The beleaguered homeowner told the local newspaper he was very surprised, especially because he and his wife had no kids.