"The quickest way to depress response is not to mail."
I've been saying that to clients for 30 years, almost. I've been quoted on it.
'Cause it seems obvious, right? But to people who buy DM (as opposed to those who labor in the vineyards of print or online sales), it is far from clear.
Here's how it happens: well-meaning, but insecure or insanely arrogant ("I know more than you do about direct response!" Really? Then why don't YOU write/creative direct for a living?) request change after meaningless change... backtrack to previous copy... modify or completely revise the offer at the very end... and then wonder why results are not what they hope.
One reason could be delaying a project launch into a soft DM season.. but i digress.
The difference between "finished" and "done".
I learned early in my career that nothing is every finished, but it damn sure is DONE, as in good enough to publish and start earning its keep.
I have never, ever finished an ad, direct mail package, email or web page. Everything I've ever written, when I see it in print, contains something I want to revise... to finish.
But my unfinished but DONE work has been incredibly sucessful. Not all of it,certainly, but over the arc of a long career, a whole lot more wins than losses.
Those who hold out for "finished" do themselves and their companies a disservice.
Call it done, put it out there, earn some money, test it, keep refining. If it bombs, your strategy was wrong or there simply is no demand for what you are selling (it happens).
Done makes money. Finishing anything keeps it from earning, And learning--everything you do is a learning opportunity. Don't forget to do a post-mortem on lessons learned.
You say you wanna make money... ok. Stop the revisions and take the plunge.
Selling is not for weenies.
I've been saying that to clients for 30 years, almost. I've been quoted on it.
'Cause it seems obvious, right? But to people who buy DM (as opposed to those who labor in the vineyards of print or online sales), it is far from clear.
Here's how it happens: well-meaning, but insecure or insanely arrogant ("I know more than you do about direct response!" Really? Then why don't YOU write/creative direct for a living?) request change after meaningless change... backtrack to previous copy... modify or completely revise the offer at the very end... and then wonder why results are not what they hope.
One reason could be delaying a project launch into a soft DM season.. but i digress.
The difference between "finished" and "done".
I learned early in my career that nothing is every finished, but it damn sure is DONE, as in good enough to publish and start earning its keep.
I have never, ever finished an ad, direct mail package, email or web page. Everything I've ever written, when I see it in print, contains something I want to revise... to finish.
But my unfinished but DONE work has been incredibly sucessful. Not all of it,certainly, but over the arc of a long career, a whole lot more wins than losses.
Those who hold out for "finished" do themselves and their companies a disservice.
Call it done, put it out there, earn some money, test it, keep refining. If it bombs, your strategy was wrong or there simply is no demand for what you are selling (it happens).
Done makes money. Finishing anything keeps it from earning, And learning--everything you do is a learning opportunity. Don't forget to do a post-mortem on lessons learned.
You say you wanna make money... ok. Stop the revisions and take the plunge.
Selling is not for weenies.