In my last posting, I asked the question - which is more important - creative idea or execution?
As you may have guessed, the answer is both. But that's where most direct marketing packages fail.
To prove my point, have a look at what you receive in the mail today. I'm betting that most of the packages will fall into one of two distinct categories.
1. Packages that do not have a big idea. It may be a "me too" credit card package that touts a 0% APR - that's not an idea, that's a benefit, and it's not even unique. It may be from a magazine or newsletter that simply lists all the stuff you get with your subscription.
Look at every package you receive and ask yourself "What's the big idea?" What are they telling me that I didn't know, or didn't think of before? If the answer doesn't literally jump off the page - it's not there. And by the way, you should put this same test to every package you create or send out.
2. Packages that are not well-crafted, without any of the techniques that have been proven to improve response. For example, they may have a big idea, but they don't have a compelling offer. They may be well-written, but fail to sell benefits.
Some clues to look for in these packages include:
• No testimonials from satisfied customers, which always increases credibility.
• No headline (also called a Johnson Box) for the letter, which improves response as much as 40%.
• No P.S. in the letter, which we know that people always read.
There are dozens of other little things that can make a big difference. You can learn them by requesting a free copy of my booklet 101 Ways to Improve Response by e-mailing me at ARosenspan@aol.com.
3. Of course, you may find a package that combines both. If you do, chances are you've received it before. Because I can promise you - it's working.
My thoughts on big ideas versus techniques comes from my background in both advertising and direct marketing.
having spent the first 11 years of my career in general advertising with Ogilvy & Mather.
I was indoctrinated with David Ogilvy's belief that "unless you have a big idea, your advertising will pass like a ship in the night." This gave me a tremendous advantage over most direct marketing writers, who started their letters by choosing a typeface.
Over time, I mastered the direct marketing techniques. And I learned that when you combine a big idea with best practices in direct marketing, you will almost always be successful.
