What’s on Your Summer Reading List?

Summer is such a great time to slow down a bit and pick up a book. Here’s what’s made my list.

Have you read any good books lately?

Summer is such a great time to slow down a bit and pick up a book. There was a time when I’d head home from a visit to the Strand, New York’s great bookstore, with a dozen purchases. Not to mention house sales, yard sales, etc.

Last summer, I wrote about the books that were on my reading list.

Books and ebookThey were:

And I have two recommendations from the last few months:

21 Reasons Creativity Is Like Sex by Courtney Smith Kramer

Sure, the title’s provocative, to say nothing of some of the content. So you’ve been warned. But assuming you can get past that – and there’s a lot – this is a fun, leisurely read with lots of exercises, factoids, and little insights to help make new connections in the creative process, and so much more.

Got Your Attention? by Sam Horn

This is a useful, concise handbook with many practical tactics for getting others to pay attention to you and your ideas. To be an effective communicator, you have to create “intrigue,” and she tells you how to do it.

For this summer? Here’s what’s made my list so far.

The King of Madison Avenue by Kenneth Roman

I wanted to include a biography this time, and who better to start with than David Ogilvy, the advertising legend? I read Ogilvy on Advertising years ago, so learning more about one of the great copywriters/mad men of all time should be a real treat.

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley

Even though I write every day, I’m not as good a writer as I’d like to be. I need a lot of help. Ann’s the  Head of Content for Marketing Profs, so I know she’ll have plenty of tips and recommendations.

The Go-Giver by Bob Burg and John David Mann

It’s been a while since I’ve read a really worthwhile business parable. So I want to check out their take about how success depends on helping others. As much as I think that’s what my job is all about, I’m certain there’s so much more I can learn.

So, how about it, marketers? What books can you recommend that have inspired and motivated you? Please share!

Dollars for Democracy in 2016 Election

Well, the two major parties have just finished their national conventions, but this very strange election year is far from over. For better or for worse. In 2016, direct mail is still an effective way to raise money for a political campaign and get people to the polls. Here are some thoughts about two recent direct mail efforts from the Clinton and Trump campaigns.

Well, the two major parties have just finished their national conventions, but this very strange election year is far from over. For better or for worse.

ElectionDayEagleOver the past four election cycles, I have written about what I’ve seen going on in direct mail and email collected by Who’s Mailing What!

For example, in 2012, I looked at two fundraising direct mail tactics that were used for the first time. And, earlier this year, I offered some tips on how to get political direct mail noticed.

From formats and premiums, and call-to-action (CTA) buttons to subject lines, there’s a lot to review and think about. So far, I’m not seeing anything that’s all that new or different. So, I’ve decided to look at what really drives response in this sector: the copy.

Way back in 1984, the second-ever issue of the print newsletter Who’s Mailing What! featured a critique of Republican efforts by liberal fundraiser Roger Craver.

The first part of his “Dollars For Democracy” article still resonates very strongly in its section “Why People Give to Politics.” (If you’d like, just email me at pbobnak@napco.com and I can send you a PDF of it in its entirety.)

To summarize his analysis: political direct mail contributors are not the “fat cats” who expect favors or budget earmarks in exchange for money. Rather, they’re what he calls “donors of principle.” These are people who don’t need to be persuaded about the rightness of a candidate, party or issue, but can be motivated to donate by a mailer’s copy and design.

According to Craver, the best direct mail packages are those that include one or more of these factors in how the copy is written:

  •  a sense of mission or challenge;
  •  a sense of selectivity, or exclusivity that flatters the recipient;
  •  a sense of urgent need that gets the contributor to give ASAP; and
  •  a sense of continuity and effectiveness that acknowledges the power of the opponent, but also reassures victory if a donation is made soon.

In 2016, direct mail is still an effective way to raise money for a political campaign and get people to the polls. But email can take advantage of Craver’s factors 24/7, based on the day’s events in a campaign.

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I’ll be examining email in a future column, but for now, some thoughts about two recent direct mail efforts from the Clinton and Trump campaigns.

Mission

Since her campaign began, the direct mail for Hillary Victory Fund has asked a question on its outer: “[FNAME], this is our moment … are you with me?” Inside, she talks about her upbringing and offers: “I still believe that if you do your part, you ought to be able to get ahead and stay ahead.”

The Trump Make America Great Again Committee envelope puts its slogan in all caps on the front of its outer: “MAKE AMERICA GREAT AGAIN.” “This election is going to be about big ideas,” the letter claims.

Selectivity

After explaining her vision, Clinton goes after the GOP’s: “You and I know their plan fails us.” “Right now, we have to fight harder than ever for the Democratic vision,” she says.

Trump urges the donor to complete the enclosed issues survey and make a donation. “I cannot succeed, nor can our Party prevail … without the support of dedicated Americans like you,” he declares.

Urgency

“Republicans are coming at us with everything they’ve got,” Clinton warns. “Primary season is here — right now — and we need you in this critical moment.”

For Trump, the warning: “America’s future is on the line.” And later, “America is truly at a crossroads in this presidential election.”

Continuity

“But Republicans are spending millions to mislead voters, so we must be able to expose the lies and rhetoric,” Clinton says. “We can keep the White House, help Democrats win up and down the ticket in November, and deliver real victories.”

“Hillary Clinton, the Democrats, and their liberal cronies will continue to raise and spend every dollar they can get their hands on,” Trump says. “[Y]our gift is critical … to helping get our message out.”

Keep in mind that these “ingredients”, as Craver called them, may vary from one effort to the next. But, he said, “successful packages contain most or all of them.” I’m going to keep my eyes open as more mail comes to my desk. And as always, I’d love to hear your comments below.