I'm so old that I'm better off tying me out of style at least five times.
Not paying much attention to such things, mind you.
My professional life is about customer trends. And again, my advanced age means I've seen many promotional styles go in and out of the vogue over the years.
Indeed, the change has been a bit higher than that; more like the undulations you see watching a 350 pound belly dancer struggling to be erected in 7.3 earthquakes.
Take a successful form of direct mail, for example …
When I started this racket, it was just about everyone using Monarch, # 9 and # 10 envelope packages. Suddenly, a 6X9 window was wrapped around every financial management. And as soon as the magalog, bookalog and tabloid took their place on top of the heap's format.
It's not like all the big letters came together and changed the format (or, if so, I could not get the memorandum).
In each case, each new direct mail broke to the top of the pile simply because it keeps mailers more profitable than its predecessor.
Some profiles received more attention, readers and answers simply because they were new; different than Ho-hum junk mail our prospects had come to expect.
Others, like books, seemed valid – and were therefore not vulnerable to wickedness to be instantly and invisibly thrown unreadly into the next trash.
And others – magalogs and tabloids, for example – ran in the head of the direct mailbox because they: 1) Offer marketers greater visibility in the mailbox … 2) Gave us more external real estate as we "sell" options should read them … AND 3) Appears magazines, like books are considered to have value.
So, when someone asks what form I'm going to use, I know to keep my finger in the wind before I answer.
Although many direct mailboxes have come and gone through my career, the principles of creating efficient sales were pretty much the same as one simple reason:
In 1975, The average 65-year-old outlook for financial and health products is born in 1910. In 85, I was primarily talking to people born in 1920. In "95" I knew my average outlook was born in 1930.
Everyone these people had shared cultural experience and shared value. They had all memories of the great depression of the 30th World War in "# 39; 40s … and gather around the flickering black and white television for Leave It To Beaver, Ozzie and Harriet and the father knows best in the 50s.
Their worldview was founded at the time when a man's word was his connection and when a good character meant everything.
They were raised by their parents and conditioned by society and the media to help the government … trust friendly family medicine … respect businesses working with them … believe what television, radio, magazine and newspaper said them. .. and also the amount of most ads they saw and heard was pretty true.
It was for these generations that Kennedy, Lasker, Hopkins, Collier, Schwab, Caples, Reeves and Ogilvy created their known ads.
And from these generations, great advertisers learned their lessons about what worked best before he left us in their classical volume.
Now this generation is gradually replaced. Prospects that were 65 when I started writing in the 1970's is 98 today. The 65-year-old who bought the rare coin I sold for Blanchard in the 80s is now 88.
With each passing day, check out more members of that generation out of our expectation groups.
OH, WHAT THE DEFINITION OF ONE NEW GENERATION IS TO DO!
Today, 65 years old prospects born in 1942 – all too young to remember the Second World War – let alone great depression.
Most importantly, he turned 18 in 1960 and continued to gain his skills as a financial decision-making and consumer team in the middle of "Don" Trust-One-Over-30 and "Question-Authority" in the 60s and early 70s. Times Vietnam and Watergate produced the most skeptical and cynical generation of America had seen.
What's more, this generation did a great job of caring for their children. Those who are festivals, the extremist "Generation Xers" now have your 26 to 47 year old prospects.
We are Getting More and More Sexual
While our older prospects are replaced by far-sighted children and grandchildren, we have two additional port changes being occupied so that our outlook is even greater reasons for distrust they see, hear or read in the media – including our ads …
The first of these two developments began in our supermarket – when copies of The National Inquirer made their appearance packed with stories of exotic encounters , Bigfoot and other horsepucky.
Soon, more publishers thought it might be rich in our instincts with stories about lurid and strange gossip and scandal – and tons of "me-too" tabloids started spring like crazy.
Finally, the domestic media also expressed that – and most TV shows and cable channels began to spend less time covering news that mattered.
Instead, the American media became Joey Buttafuko, Lorena Bobbitt, Monica Lewinsky, Mary Kay Laterno, Anna Nicole Smith, Britney Spears' position, underwear – and of course UFO and Bigfoot.
Now I ask you: Can you imagine that respectable Walter Cronkite explains about such things?
Neither can our prospect. Is it surprising that we have lost respect for the media and come to the question of the truth about what we read, see and hear today?
And now, when the media we trust have once been busy cooling down, the Internet – new and even less responsible – has taken center …
In spite of spam, my server uses my spam server -shooters We have on our own network, I'll get between twenty fifty unsolicited emails today and most will be obvious rip-offs.
Like consumers, we also know that many sites can be as dangerous to our financial health. Because you can say almost anything you want online – whether it's true or not – many people do it.
And so, for those with IQ larger than their size, online advertising cracks are taken with salt kernels.
What does this mean to market participants and copywriters? And how does it affect direct marketing technology?
Well, for one thing …
Everything you think you know about approaching new customers and writing to existing customers is soon to prevent it.
Masters – Kennedy, Lasker, Hopkins, Collier, Schwab, Caples, Reeves, Ogilvy and others – create classic ads for radically different audiences than you are dealing with today.
It's time to quit asking, "What do the champions say?" and to start asking, "What would Hopkins, Caples, Ogilvy and the others have done if they had been introduced today with high market value?"
As a marketplace that overcomes world championships today is your only challenge.
The good news is, it can be done. Because our outlook is drastic from their parents and grandparents, they all share with them:
They want to spend money.
Desire to feather our own nest … to buy products that can make us richer or healthier … to buy things that save us time, effort or money … to spend money on things that prevent our boredom or loneliness or improving our position … is all as powerful as it always was.
If we have to deliver these new generations to a futile future, we will sell our "gospel" – the "gospel" that our products can satisfy these wishes.
Here at the agency, Response Ink, we see the impact that this new skeptic has on our responses and profitability every day …
>> Different customer presentations are leading dinosaurs.
Today it's all about the relationship between your business and your potential … and building credibility and friendship over time.
Even though market players who enter into value, offer participation and create community awareness among expectations before it is expected that sales activity is growing rapidly, those who fall into the old models will lose the ground.
>> Bombastic "big promise" or USP headlines do not work as well.
Today's outlook is more likely to ignore sales communication that looks like sales communication.
Instead, innovations, innovations and intrigues lead the key to something that your prospects are already thinking of often working best.
>> High-tide sales announcement loses its power.
Today there are low-key, value-added copywriters who are offered the opportunity to read by delivering valuable, helpful, manual information, leaving the language of energy carnival barker in the dust.
IT IS ALL ABOUT PRODUCTION
Sleepwalking through the process of designing your direct marketing – returning to old-fashioned, even outdated marketing in your face – is easy.
Formal copywriter – to revert to old ways and just throw lots of big promises and energy sources – is easy.
Thoughts are difficult.
Climb your ability to watch … a complete understanding of what he must know first before he is likely to buy your product … and publish this information in such a way involved, lively, fun and reliable – and do all that without having your sales show sound like a sales office – the hardest thing is so hard.
It's worth it.
A few weeks ago I wrote a series of personal, warm, friendly, low-key emails that offer the possibility of downloading an international investment company.
More than five thousand people signed up. The call provided valuable measures to help investors profit from foreign equity markets that jump as much as 144% per annum.
This low-key friendly call is sold somewhere north of $ 1.5 million in subscriptions in a matter of hours.
At the same time, we developed a high-tech "obvious" USP-based presentation to the prospect.
It barely recorded even on response Richter scale.
Worth thinking about …