Gary Halbert · whole document (37)
aakj veritable orgy
So anyway, here are some thoughts that have stuck in my mind as a result of that two-day conference:
THE MOST COMMON FLAW of all the ads and DM pieces that were submitted is that many of them were difficult (some were borderline impossible!) to read. You wouldn't believe it: over and over we examined submissions that had the sales message typed or type-written on a slime green background or some other off-the-wall color that created a near terminal case of eyestrain.
Listen Dammit: Use Black
Type On White Or Yellow
Paper And Don't Mess With
Any Other Color
Combinations!
DON'T SEND A LETTER to do a man's job. Hark unto me: It has been said you can sell anything by direct mail. Well, that's sort of true. But really, when you're selling data processing services or some other high-ticket technical item or service, you can use a letter to pave the way but, at some point, you have to sub in a real live sales person.
Look: One organization sent in a direct mail package designed to sell utility companies on becoming part of an advertising network of syndicated statement stuffer ads. It's a good idea, a darned good idea, but how many utilities are there? Probably only a few hundred in all the U.S. And, since the universe is so small and each "sale" represents so much loot, the transaction must be consummated by a human.
You know, it seems to me that some organizations are "hiding behind their mail" because they're uncomfortable about making sales calls.
That shouldn't be so. If you've got something good that will really and truly benefit your prospect, he'll welcome a personal visit!
TYPING IS NOT WRITING: It continues to surprise me how many people think owning a persona computer or a word processor is an important ingredient in the success of anything. One subscriber, in fact, wanted us to brainstorm how he could use his PC to start a desk top publishing empire. You know what that's like? It's like someone saying, "Hey, I just got myself a typewriter. Now, tell me what else I need to become another Hemingway."