By Jerry Bellune
40 years ago, ace copywriter Denny Hatch heard Dorothy Kerr of US News & World Report say, “If you want to be successful in direct mail, you have to know who’s mailing what and track which mailings come in over and over again. These are the controls – the hugely profitable money-makers that are making marketers rich. Save them, study them and steal smart.”
Denny started collecting junk mail – filing it by category, analyzing it, labeling it and tracking mailers that came in over and over again. Those were the ones that had worked with great success.
You can do the same thing with any advertising you plan to do for your business.
Save mailers. Tear ads out of magazines and newspapers. Record radio and TV commercials that are often repeated. Create digital files for ads you find online that could stimulate ideas for your own advertising.
Those who buy advertising repeat those that draw the most response.
Whether you create your own ads, get them from your vendors or use an ad agency, you are directly responsible for their cost – and their effectiveness. It’s your money.
The full story is at http://dennyhatch.blogspot.com/2019/12/77-oppo-research-aka-stealing-smart.html .
We share such ideas in “Uncover Your Inner Sales Genius.” For a $4.99 electronic copy, contact us at [email protected]
Copyright 2020, The Bellune Co., Inc.