Help! Ronald Reagan killed my response!
It was November, 1980.
We Americans had just suffered through four long years of Jimmy Carter’s “diminished expectations” … the 444-day hostage crisis in Iran … and double-digit inflation and interest rates.
We were fed up — and we were ready for a change.
So when Ronald Reagan — the first real conservative presidential candidate in decades — won the White House that November and the nation breathed a long-deserved sigh of relief, Clayton quickly became a growling grizzly to live with.
Why?
Because suddenly, promotions that had been mailing like gangbusters – pulling huge response rates – inexplicably TANKED.
Not only did his clients lose big bucks, Clayton feared he’d lost out on what would have been some healthy royalty checks in the months that followed.
Unfortunately, that wasn’t the only time response rates on proven winners suddenly cratered.
Years later, response plunged as much as 60% to 80% in the buildup to both Gulf wars and the invasion of Afghanistan … during the O.J. trial, the fall of the Berlin Wall and the anthrax scare … and in the aftermath of the Princess Diana tragedy and 9/11.
And through it all, we’ve discovered something that has made us a bundle ever since …
TV kills the direct mail star
It doesn’t matter how rock-solid or proven your promotion is. When CNN and Fox News are obsessing over a breaking news event 24 hours a day, your prospects aren’t reading their mail. They’re glued to their TVs.
Still, even when you know this simple fact of direct response life, you can still get blindsided.
Nearly three years ago, one of Clayton’s clients mailed four brand-new packages for four different products. Clayton was confident that when the test results were in, he’d have four hot new controls.
Instead, all four promotions bombed.
Needless to say, the client was furious. Clayton was horrified and humiliated.
And to make matters worse, the big guy couldn’t find a reason why these promos had crashed and burned. O.J. hadn’t killed anyone lately. Not a single power-mad dictator had taken a hostage in years.
Desperately wanting to lift the old goat out of his sour mood, I thought about it for about a nanosecond, gave him a big hug and cooed …
“You big dope!”
“Hurricane Katrina struck just a few days after your promotions mailed! Your prospects aren’t reading their mail — they’re glued to their TVs!”
The expression on his face was priceless. Kind of like a guy who’d just committed a social faux pas in a crowded elevator.
“Why didn’t I think of that!?” he said, as he speed-dialed the client.
And as it turned out, there was more than just ‘round-the-clock TV coverage at work: After investigating further, we discovered Katrina had also shut down several regional mail distribution centers — not just in Louisiana, but also in several other Southern states.
Tens of thousands of Clayton’s prospects hadn’t even seen his promotion!
So we waited until things settled down a bit and retested those four promotions again. This time, response rates were nearly double what they’d been in the aftermath of Katrina. And every single one went on to become a control that mailed in the millions.
The moral of the story:
If a promotion that has been working for you suddenly bombs, don’t panic.
First, check on response rates for your other promos. Call your list broker and even friendly competitors to ask if they’ve seen a sudden reduction in overall response.
If you see a plunge all around, think about what’s going on in the news that could have caused the disaster … wait until it passes … and retest your promotion.
Second, if there’s no big news story distracting your prospects, check to see if a disruption in the postal system could have caused the problem. Mail tracking services like US Monitor™ can tell you what percentage of your mailing has been delivered on each day of your campaign.
If you’ve experienced delivery problems, you’ll definitely want to retest your promo in your next mailing.
Third, if there’s no news and your mail is being delivered, check to see if an error in the response device or reply envelope — an inaccurate return address or toll-free ordering number — could be disrupting the flow of orders to you.
And fourth, any time a major breaking news event has folks glued to their TV sets — not to mention holidays and peak vacation times when large numbers of prospects won’t be home to receive your mail — you may want to seriously consider delaying your next promotion or at the very least, reducing your mail quantities.
Clayton and I learned these lessons the hard way.
You don’t have to!
Clayton wants to share 36 more hard-learned lessons that can help you avoid costly and painful mistakes.
Why not follow this link to check out his 30-day challenge – and get on the fast track to the copywriting success you’ve been dreaming of?
Yours for Bigger Winners, More Often,
Wendy Makepeace
President & CEO
THE TOTAL PACKAGE
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14 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Glen Kohlenberg — May 22, 2008 @ 8:58 am
Wow great post Wendy tell oh Clayton you need to change seats on the bus once in a while. Thanks
Comment by SteveN — May 22, 2008 @ 10:39 am
Hi, This works with lots of things. My insurance sales manager always said that you’re wasting leads if you call them when there’s stormy weather or any kind of big news or big change. This may give us reason to test at and after holidays. I’ll bet the holiday is a waste and before it (if we’re selling for Christmas) of course is great and after it – might wait 2 or 3 weeks before mailing again.
Best,
SteveNewdell.com
Comment by David Grebow — May 22, 2008 @ 10:44 am
Wendy:
Thanks! Sometimes you need someone outside your reality to bring home the Bigger Picture and you certainly saved me from wondering whatsup? … to looking for the why beyond the "Boy did I screw up" kind of answers. Clayton’s a lucky man … then again Redheads gotta cheer for each other (we Redheads are genetically doomed to extinction by 2050 but that’s another story).
Oh yeah, how can I make sure not to commit that faux pas you mentioned in a crowded elevator?
Best,
David
KnowledgeStar
Comment by Sara — May 22, 2008 @ 11:24 am
Some great points - thank you.
From family and friends who work for the USPS, here is another consideration:
For determining routes and pay, the USPS counts mail periodically. This count takes several days. If there is a lot of bulk mail during the count, it will be stored on trucks and parked until the count is completed at which time it will be delivered.
This is just another variable that could impact initial response rates.
Comment by Christopher John — May 22, 2008 @ 1:41 pm
That was a great article Wendy.
Thank you for shedding some light on me and it was good to hear from you.
It’s nice to know that even the masters go through these types of things.
Later,
CJ
Comment by Gary Raimo — May 22, 2008 @ 3:31 pm
Wendy,
If you were here you would see me standing and applauding. BRAVO! I am kinda upset now cause Clayton has been holding out on us. Anyway your post hit a home run and I look forward to the next one. Maybe Clayton will let you contribute on a regular basis. If were lucky!
Comment by Bruce — May 22, 2008 @ 5:41 pm
There seems to be a lot of general uncertainty and malaise in the country at this time! Not to forget all the economic downturns, foreclosures, high gas prices etc.
Is this not going to have a big affect on peoples spending habits? Are they not going to ‘cut-back’ until probably next year, or until this presidential election business is over?
Comment by Sharon B. — May 22, 2008 @ 5:48 pm
Awesome post, Wendy! That’s something I never would have thought of. You should add your two cents more often.
Comment by Wendy Makepeace — May 23, 2008 @ 7:37 am
Thanks everyone, I’m glad I could brighten your day. This was fun and I’ll definitely want to do it again.
Steve: In our market, Financial Investments and Health, trying to sell much right before the holidays is definitely a struggle. But, if you can time it to hit right after the New Year, it’s the best time in the world. July is also another hot time to ask for a sale. But, I find in The Total Package, the Summer is a bit tough. I think a lot of people work from home as copywriters and once those kids are out of school, their attention diminishes as well as vacations become the priority.
David: I’ve heard that rumor too about the Redheads doomed to extinction…but, I just refuse to believe it!
Sara: Thanks for the tip! That’s one I didn’t know. That explains why there seems to be inconsistencies in the mail deliveries.
Bruce: I belive you are right. And, the predictions coming from some of the most respected Econimist out there are suggesting much higher gas prices than we even are paying now. We just bought a Toyota Prius because we remember the gas lines of the 70s all too well. But, be sure to take advantage of the Election year turmoil. You can definitely use that uncertainty to your advantage.
I look forward to the next time!
Wendy
Comment by dan — May 23, 2008 @ 2:07 pm
Does these unfavourable conditions affect catalog mailings?
Comment by Chris McMorrow — May 23, 2008 @ 5:24 pm
The old saying is true - behind every good man is a good woman. Thanks for the post, Wendy. It also reminds me to keep looking for the silver lining, no matter what.
Comment by Dave — May 23, 2008 @ 11:30 pm
Hi Wendy!
I agree that this is a great article. I think you should write more of these and less of your sales e-mails.
Dave
Comment by Stephen, Foothill Ranch — May 28, 2008 @ 5:36 pm
Great post, Wendy. My fave part was when you realized the promotion hadn’t even been sent out yet. Are you guys related to the actor Chris Makepeace from My Bodyguard and Meatballs fame?
Comment by Mary Cronin-Fitzgerald — July 16, 2008 @ 6:47 pm
Hey Wendy: I’m on a conference call listening to Clayton even as I type. I met you on a Carribean cruise a few years ago with Janis from Sarasota. Just to say hi and Clayton is great!
Mary