Marketing newsletter--If you want my attention, work for it

If you want my attention, work for it

In a day and age when technology has made standout direct mail easier than ever, why is it that so many companies stick to the boring ol’ won’t-make-it-past-the-wastebasket stuff?

I get so much mail in plain white envelopes that I ruthlessly toss things. As a result, I’ve had to fish a big check out of the recycling can and most recently tossed some Office Depot reward cards…making Marsi, our Diva of Details, instruct me to “open everything from now on!”

But I don’t want to. I want to know at a glance if something deserves my attention or not. And because it’s just not that difficult or expensive to be creative, why should I go to the effort of opening every piece of mail? I think the company marketing to me should make me want to open it. Give me a reason to give you some of my limited time.

Big company thinks small
Case in point: Home Depot. Big company. Big budget. Perfectly capable of thinking outside the box and getting noticed at the mail box. But no, I got a plain white envelope from them. I thought it might be related to my Home Depot credit card; that’s the only reason I opened it. Surprise! It was pitching Home Depot to my business. Not a bad idea. I spent about $2000 with them last year to paint and put new floor in the cottage that is the We Know Words headquarters.

But what lack of effort! How many business people opened that envelope? It was plain, it was white and it contained a form letter. A few days later they sent another. Just as dull, dreary and uninspiring as the first.

Choosing quantity over quality
What were they thinking? No, wait. Obviously they weren’t. They were choosing quantity over quality (mail ‘em twice) when quality wouldn’t be that hard to achieve. (In the span of two seconds, I had several great ideas that would be far more effective!) I suspect quantity over quality refers to the list they mailed too as well, but that’s a rant for another day.

Think how much more they could have accomplished with one impactful direct mail piece versus two dreadfully boring ones…that likely weren’t opened by the majority of recipients. What a waste of resources.

Forget home improvement. Home Depot needs to do some “direct mail” improvement. Sadly, they’re not the only ones.

Until next month,

Sharon

If you want my attention, work for it In a day and age when technology has made standout direct mail easier than ever, why is it that so many companies stick to the boring ol’ won’t-make-it-past-the-wastebasket stuff? I get so much mail in plain white envelopes that I ruthlessly toss things. As a result, I’ve had to fish a big check out of the recycling can and most recently tossed some Office Depot reward cards…making Marsi, our Diva of Details, instruct me to “open everything from now on!” But I don’t want to. I want to know at a glance if something deserves my attention or not. And because it’s just not that difficult or expensive to be creative, why should I go to the effort of opening every piece of mail? I think the company marketing to me should make me want to open it. Give me a reason to give you some of my limited time. Big company thinks small Case in point: Home Depot. Big company. Big budget. Perfectly capable of thinking outside the box and getting noticed at the mail box. But no, I got a plain white envelope from them. I thought it might be related to my Home Depot credit card; that’s the only reason I opened it. Surprise! It was pitching Home Depot to my business. Not a bad idea. I spent about $2000 with them last year to paint and put new floor in the cottage that is the We Know Words headquarters. But what lack of effort! How many business people opened that envelope? It was plain, it was white and it contained a form letter. A few days later they sent another. Just as dull, dreary and uninspiring as the first. Choosing quantity over quality What were they thinking? No, wait. Obviously they weren’t. They were choosing quantity over quality (mail ‘em twice) when quality wouldn’t be that hard to achieve. (In the span of two seconds, I had several great ideas that would be far more effective!) I suspect quantity over quality refers to the list they mailed too as well, but that’s a rant for another day. Think how much more they could have accomplished with one impactful direct mail piece versus two dreadfully boring ones…that likely weren’t opened by the majority of recipients. What a waste of resources. Forget home improvement. Home Depot needs to do some “direct mail” improvement. Sadly, they’re not the only ones. Until next month, Sharon This month's challenge Ask yourself: Are you really working to get your prospect’s attention with your direct mail? Recent articles Do You Speak Customer? It Takes a Series of Yeses	April 2006 If you want my attention, work for it Your challenge Recommended read About Recommended read Read your junk mail. No, really read it. See just how few good pieces there are compared to mediocre ones. And be inspired to do better. After all, if no one else is trying to get your prospect’s attention, that makes it easier for you to do so! Who is Sharon? Sharon is the president of We Know Words, a marketing communications firm that crafts messages for business growth. Being a woman of many opinions—and words—she writes the Marketing Monthly as a way to have her say. Besides, she loves newsletters.
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