Direct marketing disasters: must read

by Angela on May 22, 2007

Denny Hatch’s great article “How Not to Generate Leads – Never Hire a General Agency to Do Your Direct. NEVER!” is a must-read for copywriters.

Read it all, and take this to heart:

* Test ugly early.
Pretty packages soothe. Ugly disturbs, and disturbed people respond better than peaceful people. And there’s more good news: Ugly usually costs less—which brings down cost per response.

Remember this when you’re working with graphic designers, especially those who consider themselves creative. Pretty pictures (usually) don’t belong with your copy. If they want art, that’s why God created art galleries.

[tags]copywriting, direct mail, direct marketing, lead generation[/tags]

Previous post:

Next post: