Denny’s Zinger: What Kid Web Marketers Can Learn From Geezers

Peggy and I caught the dazzling digital restoration of “The Third Man” at the Bourse in Philly. Orson Welles’ overpowering personality totally dominates the 93-minute black-and-white film noir masterpiece. Yet, he is on screen a mere 22 minutes.

Peggy and I caught the dazzling digital restoration of “The Third Man” at the Bourse in Philly. Orson Welles’ overpowering personality totally dominates the 93-minute black-and-white film noir masterpiece. Yet, he is on screen a mere 22 minutes.

This morning, I received the following email from Turner Classic Movies:

Exclusive TCM Summer of Darkness Collection! Shop Now View in Browser…

“Okay,” I thought, “let’s see the prices of The Lady from Shanghai, Laura and others.”

I clicked and got the following:TCM 1

I clicked on the red “SHOP NOW” and got the following (twice):TCM 2

Takeaways to Consider:

  • Many years ago a general agency landed a direct client who wanted to place a space ad. The account executive bought a book on direct marketing and learned it is important to make the order coupon really stand out. When the design came through for approval, the account executive told the artist to make the coupon black with white type so it would surely be noticed.
  • We geezers know that before running an ad it is imperative to make copies and test it on strangers. Does the coupon have room for all the required information to fit?
  • The ad with the black coupon and white type ran nationally and generated zero orders. A total wipe out.
  • The agency (and client) discovered the hard way readers generally do not have pens with white ink.
  • Beta test everything you TCM schmendricks.
  • You wasted my time and pissed me off.

Denny Hatch’s new book is WRITE EVERYTHING RIGHT!
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Author: Denny Hatch

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

4 thoughts on “Denny’s Zinger: What Kid Web Marketers Can Learn From Geezers”

  1. Amen, Denny!

    I constantly get press releases from companies offering a new product, saying that full details are available at a website address. More often than not, the address merely takes me to the home page, and I’m on my own trying to find the new product.

    Often, if I “Search” for it, I get the infamous “Not Found” message. Clearly, this is what happens when marketing is separated from web management – and nobody tests.

    Best regards!

    Tim

  2. I ordered shorts in two colors–got two styles. I ordered a weedeater from Home Depot–cordless. It said cordless on the packing slip. It wasn’t. The second weedeater is not here–2 weeks now–didn’t I know it was backordered? No sites can read my browser. On and on–oh, change your pasword, would ya? No…we have an acct in that email–yes, mine! No one can run this railroad anymore!

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