I received a mailing today promoting a stock newsletter. In big, bold type, the headline on the outer envelope reads: “Inside: Three stocks set to quadruple in price in the next 12 months.”
Now, if you are new to marketing financial products… you might think this is a good headline. But to anyone with experience, it’s fairly lame.
The problem is, I – and everyone else on the mailing lists used in financial direct mail – have read this headline (or others nearly identical) about a zillion times before. The lack of originality robs it of impact – and reminds us that it’s a pure sales pitch.
You can’t know this unless you are an active reader of financial direct mail. That’s why you need to be on as many mailing lists as you can – online and offline – and read all the print and Internet promotions that come your way.
Not only does this give you marketing ideas and show you what’s working, it also educates you on what has been done to the death – and should be avoided in your own promotional efforts.
Doctors, engineers, and scientists keep up with the latest developments and current activity in their respective fields. Marketers must, too.
[Ed. Note: Keeping up with the latest in your field may not be easy. But if you have experts to guide you along the path to success, you're sure to reach it much faster. Learn how you can get dozens of ETR's top business builders to show you the ropes right here.
Author and copywriting master Bob Bly offers expert insights into the world of direct marketing each month in his free newsletter, Direct Response Letter. Sign up today and get over $100 in free bonuses.]
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