I’m ok at marketing. But what I’m really trying to do is get better at developing direct marketing. And to clarify, what I mean by direct marketing is communications that make the recipient actually do something that I want them to – rather than chuck my messages straight into their trash!
That ‘something’ might be to call me for a discussion, attend an event or instantly buy what I am selling.
To get better I’m using the age-old method of study. I’m reading anything and everything I can get my hands on. Preferred texts so far have been written by Drayton Bird, Chris Fill and David Ogilvy. However during a recent internet search I found what was described as “The greatest sales letter of all time”. This grand statement was followed by an even grander one “This letter has generated over $2 billion in revenue for The Wall Street Journal”.
I’ve read it. In fact I’ve read it several times. So what do I think of it? Well if I’ve learned anything during my study so far it’s this. It doesn’t really matter what I think of it. What really matters is if it works or not. And to quote Chris Fill, direct marketing communications should always be “recipient-centric”. And given that I’m not, and probably never will be, an intended recipient of the letter – my opinion is worthless.
Anyhow, if you’d like to read it to help you develop direct marketing messages and stop your letters and emails being trashed within seconds of being received, you can download here for free: The Wall Street Journal Sales Letter