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I read the news today, oh boy
About a channel that had passed away
And though the news was rather sad
Well, I just had to laugh
I saw the epitaph:
Marketing communications and marketing channels are changing rapidly. Not all business-to-business (B2B) marketers are keeping up. Too many B2B marketers base their decisions on results gleaned in a marketing landscape that doesn’t resemble today’s – one where marketing communications were focused on products and brands, not on the customers who purchased them. That may have been acceptable in the past, but not in a time where personalized, relevant data-driven communications have become the norm.
A long time ago in a ZIP code far away, I worked as an editor on a travel industry trade magazine. Travel agents were the primary readers of this magazine.
On “closing day,” the day before the next issue came out, I would join a group of about a half-dozen senior editors in a budget meeting. The managing editor would provide us all with printouts of the stories being considered for the front page, and we’d all read through them one by one and afterwards comment on them. The idea was to decide which would be the lead story on the front page, which would be the “off lead,” or secondary story, and so on down the ranks.
I recently awoke after a long weekend to learn that many of the marketing tactics I have been recommending to clients no longer work. Had I awakened in some dystopian alternative universe? Was I in an episode of Rod Serling’s Twilight Zone? Or was it all just a dream?
Reading through a direct response campaign, a consumer likely won’t notice the differences between copy and content. It’s all writing, and it’s all trying to pitch a product. But a copywriter knows that one cannot succeed without the other. The differences between the two might be slight, but they’re worth exploring, especially if you’re trying to establish marketing goals for a successful direct marketing campaign.
This is exciting—your direct mail package just arrived at your prospect’s house. All your marketing strategy, creative direction and hard work are about to be put to The 7-Second Successful Direct Mail Test.
In the first part of this blog post, I described how I look at the promotional direct mail that arrives in my mailbox. I mentioned a direct mail package from a roofing services company I received many times before but never opened. I described how I look at the outer envelope for clues, details and “tells” about what may be inside.