#158 Shriek Truth

http://dennyhatch.blogspot.com/2022/05/158-play-dirty.html

#158 Blog Post – Tuesday, 31 May 2022

 

Posted by Denny Hatch

 

It's High Time to Shriek Truth to the Media,
Congress, Supreme Court and Gun Lobby

 

America the Sanitized: One of Many Sad, Sick Memorials

 

Above is a front-page photo from last week’s online edition of The Washington Post. This pastoral ad hoc memorial with sweet floral bouquets doesn’t begin to show the bloody-minded mayhem and murder by a marauding maniac of sweet innocent children and their wonderful teachers.  

 

Looking for a powerful lede illustration for this blog post, I ransacked the Internet in search of a news photographer’s full-color photo of an actual murder scene. I wanted to shock and show the carnage of a grade school massacre—tiny innocent bodies, heads blown to bits and covered in bright red blood gunned down in one another’s arms.

 

I found no such picture available anywhere from inside the United States—where the vast majority of us have never seen war firsthand.

 

I did discover some black-and-white photos of corpses piled up on WWII battlefields and in Nazi concentration camps. Alas, no visuals that would rile up viewers and readers with images of small, sweet children as the victims of pandemonium and covered in blood in the “greatest country in the world.”

 

However, here’s one image I turned up:

 

Note the caption: “polliticallyincorrect.news.”

 

A Media Conspiracy

It’s painfully obvious the media are engaged in a vast unspoken conspiracy to sanitize America. They will not show actual carnage — live or stills in blazing full color — because it’s “politically incorrect.”

 

The print, TV and e-news nabobs are obviously terrified of showing anything that might be “in bad taste” that could upset precious readers, viewers and politicians, causing them to not only raise a fuss, but also click on “delete,” switch channels and/or cancel their subscriptions.

 

Print, digital and TV media are more concerned with saving their fat asses rather than saving young, precious lives. This is also true of the President, Congress and the Supreme Court.

 

My opinion: it’s high the hell time the entire country got sickened, upset and mightily pissed off.

 

For Starters…

To review the bidding, here’s a quickie look at the Second Amendment of the U.S. Constitution that was ratified December 15, 1791:

 

 “A well-regulated Militia, being necessary to the security of a free State, the right of the people to keep and bear Arms, shall not be infringed.” 

 

These twenty-six words have been the law of the land for 231 years.

 

Let this YouTube Video #1 show you what that Second Amendment provision meant to the authors and signers of the Constitution in 1776.

 

#1 Instructional YouTube Video
     (one minute and 9 seconds)

 

https://www.youtube.com/watch?v=xCrscZljkwc
YouTube Key Words:
Colonial Classroom Loading

 

Got that? Rather comforting. Sweet, actually. Protect your home and family from intruders, rapists, outlaws and rampaging Indians. Go hunting to put food on the table. Absolutely it made common sense in 1791.

 

What about today? Memorial Day Weekend 2022?

 

Okay, let’s look at a very short (29 seconds) instructional video. Thanks to YouTube, you can visualize what parents, their grade school children and educators are dealing with today in terms of AR-15s—Americans' weapon of choice for the mass murdering of elementary school children in their classrooms.

 

#2  Instructional YouTube Video
      (29 Seconds)

 

https://www.youtube.com/watch?v=BufmVHJqnac
YouTube Key Words:
Bump Fire an AR 

 

Takeaways to Consider

• You are invited to join me in founding and funding a 501c3 organization:

"ONE-WORD CHANGE IN THE SECOND AMENDMENT"

“A well-regulated Militia, being necessary to the security of a free State, the right of the people to keep and bear Arms Single Shot Muzzle Loaders, shall not be infringed.”

 

-or-

 

"REPEAL THE SECOND AMENDMENT"
             —Justice John Paul Stevens
27 March 2018

 

• Just kidding. DO NOT SEND ME MONEY!

 

• However, the sanitizing of America — plus the national policy of outrage, bluster, hand wringing and inaction will not Save the Children. I'd like to think we are better than that. We are not.

 

• P.S. Thank you, God, for YouTube.

 

###

 

Word Count: 648

#157 Cold Emails

 http://dennyhatch.blogspot.com/2022/05/157-cold-emails.html

#157 Blog Post - Wednesday, 25 May 2022

Posted by Denny Hatch

 

 Why Cold Emails Leave Me Cold:
Two Strangers Spout Gibberish!

Okay. Stop right here. Go back up there and read these two goofy subject lines (a.k.a. headlines) and equally nutty lede paragraphs. 

 

My initial reactions to email #1 from Christine Cunningham:

Subject Line: “Experience the K.I.S.S. of Life…”

Huh? I learned early-on that K.I.S.S. stands for “Keep It Simple, Stupid.”

 

Lede Paragraph: “I would love to partner with you…”

Huh? I have never met you. Never heard of you. How dare you presume that I would take you on as a partner? For starters I have a partner: my beloved wife, Peggy; we have been at each other’s side for 52 years and are not interested in another partner.

 

My Initial reactions to email #2 from Shachar Lotan:

Subject Line: “Building curated content web-page…”

Huh? Golly, I have never heard of an un-curated content web page.

 

Lede Paragraph: “Please join us in welcoming Feedbuild to the world…” 

Huh? We've never met. How dare you presume I would help you welcome Feedbuild to the world when—for starters—I don't have a clue what Feedbuild is.

 

Always remember…

“Your first 10 words are more important than the next ten thousand.”

   —Elmer “Sizzle” Wheeler

 

These are the two most bizarre approaches to a stranger by Cunningham and Lotan I have ever seen in 60 years of marketing. No introduction. No foreplay. No promise of benefits. No chemistry. No winning of trust or likeability. Just demands for a decision and immediate change in my behavior.

 

Put another way, these subject lines and lede paragraphs are the equivalent of walking into a lively party and saying to the first millennial you run into, "Let's ----!"

 

After deciding to critique these two unsolicited emails, it made sense to Google the two perpetrators to see what they say about themselves. Here are the links.

 

• About Christine Cunningham.

https://www.linkedin.com/in/ccunninghamtm/?trk=public_profile_samename-profile

 

• About Sachar Lotan

https://www.f6s.com/shacharlotan

 

To save time, here’s a précis:

These pages are all about themselves—Christine Cunningham and Sachar Lotan mightily blowing their own horns. Their education, their careers, their titles, their jobs, their achievements.

 

“The prospect doesn’t give a damn about you, your product or your company. All that matters is, ‘What’s in it for me?’ ” —Bob Hacker

 

“Always listen to W-I-I FM.” —Old Marketing Adage.

 

Consider last week's blog post that featured Ed McLean’s 17-year Grand Control mailing for Newsweek. In the 847 words in his three-page letter, “you” and “your” appeared 52 times.

 

Takeaways to Consider

• When contacting a prospect or customer with a sales pitch, consider using the 13 most powerful words in the English Language:

You – Save – Money – Easy - Guarantee – Health – Free

Results – New – Love – Discovery – Safety – Proven

 

• Always remember the seven key copy drivers—the emotional hot buttons that cause people to act.

Fear – Greed – Guilt – Anger – Exclusivity – Salvation – Flattery

 

“If your copy isn’t positively dripping with one or more of these, tear it up and start over.”

—Bob Hacker

 

###

 

Word Count: 500

#156 Blog Post McLean Letter

http://dennyhatch.blogspot.com/2022/05/156-blog-post-mclean-letter.html

#156 Blog Post — Tuesday, 17 May 2022

 Posted by Denny Hatch

 

Remembering Ed McLean and His
First and Greatest Direct Mail Letter

Peggy Hatch and Ed McLean

Once upon a time, if a marketer wanted to make an offer, lists were selected and a copywriter hired. In the 1960s, legendary freelance copywriter Ed McLean was commissioned to write a direct mail subscription letter for Newsweek. At the time he wrote it, McLean was new to the business and became fascinated with the whole concept of lists in a long discussion with Red Dembner, Newsweek’s circulation director. McLean’s letter began:

 

Dear Reader:

      If the list upon which I found your name is any indication, this is not the first -- nor will it be the last -- subscription letter you receive. Quite frankly, your education and income set you apart from the general population and make you a highly-rated prospect for everything from magazines to mutual funds.

“Probably nothing in the annals of direct mail has been more widely copied than this lead paragraph of a letter used by Newsweek magazine for nearly 15 years.”
—Dick Hodgson, The Greatest Direct Mail Sales Letters of All Time

 

It was an offbeat approach—one that both flattered the reader and, at the same time, let prospects in on how they came to receive the solicitation. It was masterful feelgood copy. Implied but not said: “Gosh, I’m in awe of who you are and what you are accomplishing in life!”

 

Many people wrote in to ask what list they were on. A few complained.  Many, many more responded by subscribing to the magazine. It was a long, long, long-term control for many years and was mailed in the tens of millions.

 

Here's How Ed McLean Described It

Red's senior copywriters thought the copy approach was infantile and amateurish. 

 

Red insisted upon testing the new approach — which he dubbed the "sincere" letter — and a five-way copy test that fall proved him right.

I brought the opening paragraph and the five remaining paragraphs of page one to the copy test meeting — along with 17 other ideas and openings. The reaction from the other copywriters in the room — all the old-timers — was negative. But Red liked the approach and told me to develop it further.

 That turned out to be anything but easy. The personal approach of the opening might get me to look at the letter, I was sure. But what would get me to send away the order form?

 

When I had sold pots and pans door-to-door in Brooklyn, I learned quickly that I sold more when I did not stray from two key subjects:
     1. The prospect's needs and wants
     2. The product's benefits

 

I decided to focus most of the letter on the reader's self-interest and tell how he or she would benefit from a trial subscription to Newsweek.

This is called the "you" orientation of a letter. And this letter has it in spades. The words "you" and "your" appear 55 times in the copy — perhaps an all-time record. But they aren't just tossed in for effect: They fit logically into the flow of the copy. 

 

Through test after test, this "sincere" letter remained Newsweek's control for nearly 15 years: Nothing else could beat it. And even today the idea expressed in the opening paragraph — and often the exact words themselves — is copied over and over in one way or another, making it the starting point for more direct mail letters than any approach ever developed. 

I stopped collecting adaptations and outright swipes of the sincere letter opening years ago. It is interesting that few, if any, of these "take-offs" were successful. I am convinced, now, that the mailers who used the sincere opening should not have stopped there. They should have also swiped the "you'll get" litany of all the goodies on pages two and three.

 

Dear Reader:

      If the list upon which I found your name is any indication,
this is not the first -- nor will it be the last -- subscription
letter you receive. Quite frankly, your education and income set
you apart from the general population and make you a highly-rated prospect for everything from magazines to mutual funds.

      You’ve undoubtedly 'heard everything' by now in the way of promises and premiums. I won't try to top any of them.

      Nor will I insult your intelligence.

      If you subscribe to Newsweek, you won't get rich quick. You
won't bowl over friends and business associates with clever remarks
and sage comments after your first copy of Newsweek arrives. (Your conversation will benefit from a better understanding of the events
and forces of our era, but that's all. Wit and wisdom are gifts no magazine can bestow.) And should you attain further professional
or business success during the term of your subscription, you’ll
have your own native ability and good luck to thank for it -- not Newsweek.

      What, then, can Newsweek do for you?

     The answer depends upon what type of person you happen to
be. If you are not curious about what's going on outside your own
immediate daily range of concern...if you are quickly bored when
the topic of conversation shifts from your house, your car, your ambitions...if you couldn't care less about what's happening in Washington or Wall Street, in London or Moscow...then forget
Newsweek. It can't do a thing for you.

      If, on the other hand, you are the kind of individual who

 

 

-2-

would like to keep up with national and international affairs,
space and nuclear science, the arts -- but cannot spend hours
at it...if you're genuinely interested in what's going on with
other members of the human race...if you recognize the big stake
you have in decisions made in Washington and Wall Street, in
London and Moscow...

      then Newsweek may well be the smartest investment you
      could make in the vital weeks and months ahead!

      For little more than l¢ a day, as a Newsweek subscriber,
your interest in national and international affairs will be served
by over 200 top-notch reporters here and around the world. Each
week, you’ll read the most significant facts taken from their
daily dispatches by Newsweek's editors.

      You’ll get the facts. No bias. No slanting.
      Newsweek respects your right to form your own
      opinion.

In the eventful weeks to come, you’ll read about

      -election strategy (Who will run against JFK? Medicare,
         education, unemployment: how will they sway voters?)

      -Administration moves (New civil-rights bill in the
         works? Taxes: what next?)

      -G.O.P. plans (Stepped-up activity in Dixie? New faces
         for Congressional races?)

      -Kremlin maneuverings (Will Cold War policies change?
         New clashes with Red China?)

      -Europe's future (New leaders, new programs? How can
         America compete with the Common Market?)

You’ll also keep on top of latest developments in the exciting
fields of space and nuclear science. Whether the story describes
a space-dog's trip to Venus or the opening of a new area in the
peaceful use of atomic fission, you’ll learn the key facts in Newsweek's Space & The Atom feature -- the first and only weekly
department devoted to space and nuclear science in any newsweekly.

      The fascinating world of art will be reviewed and interviewed
      for you  in Newsweek. Whether you are interested in books or

-3-

      ballet, painting or plays, movies or music -- or all of                them -- you will find it covered fully and fairly in                    Newsweek.

Subscribe now and you’ll read about

       international film awards...new art shows at the Louvre
       in Paris...the opening of the Metropolitan and La Scala
       opera seasons...glittering first nights on and off
       Broadway...plus revealing interviews with famed authors
       and prima donnas, actors and symphony conductors.

AND you’ll be briefed on happenings in the worlds of Business and
Labor (More wage demands now?)...Education and Religion (Reforms
in teacher training? More church mergers?)...Science and Medicine
(Cancer, arthritis cures on the way?)...Sports and TV-Radio (New
world records? More educational TV, fewer MD shows?)

      You read Newsweek at your own pace. Its handy Top of the
Week index lets you scan the top news stories of the week in two
minutes. When you have a lull in your busy schedule, you can
return to the story itself for full details. In this way, you are
assured of an understanding of the events and forces of our era.

      TRY Newsweek.

      Try it at our special introductory offer:

             37 WEEKS OF NEWSWEEK FOR ONLY $2.97

      That's about 8¢ a week -- little more than a penny a day.
You would pay $9.25 at newsstands for the same number of copies;
$4.98 at our regular yearly subscription rates.

      And try it with this guarantee: if, after examining several
issues in your own home, you do not agree that Newsweek satisfies
your news interests, you will receive a prompt refund.

     An order form is enclosed, along with a postage-paid return envelope. Do initial and return the order form today. We'll bill
you later, if you wish.

                              Sincerely,

                              Circulation Director

SAD/jnb

 

The Passing of Ed McLean

By Chief Marketing Staff, posted on September 7, 2005

 

Copywriting legend Ed McLean died on Aug. 13 after a long illness. He was 77.

Born in 1927 in Chicago, McLean was possibly best known for his first piece of creative work: a Newsweek control letter that remained unbeaten for 15 years and reportedly reached more than 150 million people.

“Dear Reader,” the letter began. “If the list upon which I found your name is any indication, this is not the first – nor will it be the last – subscription letter you receive. Quite frankly, your education and income set you apart from the general population and make you a highly rated prospect for everything from magazines to mutual funds.”

The letter was revolutionary. It actually told recipients their names were pulled from a list – quite a gamble in 1959.

“At the time, right after McCarthyism, lists were rather unpopular,” said McLean’s son, David, reached at the family home in Ghent, NY. “It beat dozens of letters that tested against it. It was really quite phenomenal,” he said.

McLean went on to write more than 9,000 mailings, direct-marketing print ads, radio spots and publication inserts in a career that spanned four decades.

A veteran of the U.S. Navy, McLean began his business career as a radio-advertising salesman during which time he started a newsletter for sharing tips with other salesmen.

“He constantly broke convention and did things that others might think would not to be in his best interests,” David McLean said.

McLean was one of the founders of the Direct Marketing Writers Guild. In 1967, for New York University, he was the first to design a college course devoted to direct marketing copy.

In 1966, McLean created the first airline seat-pocket catalog for Eastern Airlines where items other than airline-labeled merchandise such as playing cards and toy airplanes were sold.

“He was one of the best copywriters we ever had,” said long-time friend Andi Emerson, president of the Emerson Marketing Agency and The John Caples International Awards. “If he were alive, I’d put him up against anybody we have today.”

Besides the recognition McLean’s writing skills received in the industry, they also earned him some unwanted government scrutiny. In the late 1950s, he shared an apartment in New York City’s Greenwich Village with liberal cartoonist, novelist, playwright and screenwriter Jules Feiffer. At the time, some anti-government editorials McLean wrote for the left-leaning Village Voice resulted in federal officials paying a visit to McLean to “question him about his intentions,” said David McLean. However, Feiffer was the cousin of McCarthy’s right-hand-man Roy Cohn and McLean was able use that connection to satisfy his questioners, said David McLean.

Like many marketing copywriters McLean apparently aspired to a career writing fiction. David McLean said he found boxes of unfinished and/or unpublished manuscripts – along with correspondence with editors – in his father’s belongings. The longest manuscript was a mystery several hundred pages long. David McLean said he hadn’t yet been able to determine if his father finished it.

“He used to say often that his marketing skills came from his skills as a consumer and that his creative skills came as a result of his love of literature,” said David McLean. “A lot of his letters contain narrative that is Hemingway-esque. I think he always wanted to be a novelist, but he found his niche in direct marketing.”

McLean’s awards included a Gold Mailbox Award from the DMA for a letter he wrote for Mercedes-Benz in 1965, a Volunteer-of-the-Year Award from DM Days New York, a Silver Apple Award in 1990 and a Caples: Irving Wunderman award in 1993.

He is survived by his wife of 48 years, Ylavaune, and three sons, James, David, and William.

In accordance with McLean’s wishes, there will be no funeral service. His ashes will be scattered in a family ceremony.

 

Takeaways to Consider

 

• Ed McLean was one of the greatest direct marketing copywriters — up there in the pantheon with David Ogilvy, Rosser Reeves, Bill Jayme, John Caples and Max Sackheim. 

 

• He was also a lovely guy who traveled the country sharing his knowledge and experience at giant marketing expos and tiny local direct marketing clubs. 

 

• In researching this blog post I stumbled on to Dick Hodgson's extraordinary anthology, The Greatest Direct Mail Sales Letters of All Time.  It is a billion-dollar swipe file. Here's the link:                                                                                  https://vdocuments.mx/gslat.html

 

###

 

Word Count: 2223 

 

 

#155 Blog Post: AIDA

http://dennyhatch.blogspot.com/2022/05/155-blog-post-aida.html 

 

#155 Blog Post.  Tuesday, May 10, 2022.

 

Posted by Denny Hatch

 

Why eMarketers Break Rules:
They Were Never Taught AIDA!

 

The ad above showed up as the second paragraph of a news story in my daily digital New York Times. It ran for several days

 

It resonated.

 

I immediately remembered being bumped around and hassled by gypsy pickpockets in Spain and how our friend Huguette’s sunglasses were ripped from her open handbag in the middle of a rowdy New York City crowd. She was damn lucky they didn’t get her wallet.

 

Is their pants pocket really and truly pick-pocket-proof? If so, maybe I would order a pair of these slacks (if affordable) for travel.  

 

Quite simply, this little illustration in the middle of an online news story got my ATTENTION.

 

“ATTENTION” is the first “A” in “AIDA.

 

The full acronym: Attention - Interest - Decision - Action.

 

These are the four basic steps—the inviolate sequence—needed to make a sale and get an order.

 

“AIDA” was the first lesson I learned when I went to work for Grolier Enterprises (Dr. Seuss Books by mail and Encyclopedia Americana Yearbook by mail) in 1965.

 

AIDA is true for the retail environment, direct mail, off-the-page advertising and/or in the digital world of email and the Internet.

 

In print direct marketing, the Attention-getter is the:

 

• Teaser copy on the Outside Envelope.

 

• My late great friend Bill Jayme called the direct mail envelope, “The hotpants on the hooker.”

 

• Headline on the Ad

 

• “Johnson Box” at the top of a direct mail letter.

 

Interest is the main sales pitch. A personal, convincing letter — one writer whispering in the ear of one reader — that creates an emotional bond that promises benefits, benefits, BENEFITS. Backed up by a brochure, illustrations, facts, figures and testimonials.

 

Decision is the behavior changer—where the prospect decides to become a buying customer.

 

And the final A for Action is the order mechanism that makes it real easy to order.

 

CothingArts Did NOT to Generate Interest

I clicked on the little ad above and my computer screen and was immediately co-opted by the series of giant splashy landing pages of www.clothingarts.com.
https://www.clothingarts.com

 

I was suddenly blitzed with a repeating razzle-dazzle kaleidoscopic slide show:

• 8 enormous slides changing every 4 seconds.

• Images of men’s and women’s lower-torso outerwear.

• Plus, a slide of fireworks exploding over the Eiffel Tower.

• The last slide was the curious slide below from  Easter Island.

• Each of the 8 slides offered 5 places to click for more information.

• That’s 40 click choices (including a shopping cart) to be made in 32 seconds.

• Whereupon the cycle is repeated all over again. And again. And again. Till boredom did us part.

 

 

Have a Quick Look at This Slide.
It Breaks Two Cardinal Rules.

 

• Question: Can you see the 3 invisible words to click on: “Apparel,” “Testimonials” and “About”? (You gotta squint mightily to see these words—just to the left of the wee word “CART” at upper right).

 

• Broken Rule #1: “Never set your copy in white type on a black background and never set it over a gray or colored tint. The old school of art directors believed that these devices forced people to read the copy; we now know that they make reading physically impossible.”

—David Ogilvy

 

• Broken Rule #2: The words, "Explore Our Cubed ® Travel Journal.” Cubed ® means nothing. Zero. Zip. Nada. This is internal corporate private-speak gibberish and a waste of the reader’s time.

 

Today’s Hotshot Digital Marketers
Don’t Know Squat About Distance Selling

The teaser ad at the top of this screen is headlined:

“PICK-POCKET PROOF®

TRAVEL-WEAR

YOU WANT.tm“

 

How does this pick-pocket proof pocket work?

 

How was it different from other pick-pocket-proof garments? (Such as the cargo pants and photographer’s vest I already owned.) How did these guys manage to get “pick-pocket proof” Registered ®? Obviously they have a Unique Selling Proposition. (USP).

http://dennyhatch.blogspot.com/2018/10/26-your-toughest-copywriting-challenge.html

 

Or do they?

 

IMO, there’s no difference in snail mail/direct mail and email.

 

“All mail is opened over a wastebasket.” —Leah Pierce

 

“With email you’re a mouse click away from oblivion.” —Denny Hatch

 

In direct mail it is imperative to have a riveting outside envelope to catch the eye and get Attention.  Otherwise, all your hard work is deader than Kelsey’s nuts!

 

Unlike the direct mail envelope to grab attention, all email looks alike in the inbox. Savvy old-time direct mail copywriters know to spend hours perfecting an intriguing, benefit-oriented subject line.

 

Direct marketing newbies spend hours tinkering with their message and copy until it's j-u-s-t   p-e-r-f-e-c-t and then slam out the first subject line that pops into their empty heads and click “SEND.”

 

Recently I got this cold email from Jon Kelly. A stranger. I don’t know a John Kelly.

 

 

I was intrigued. I clicked on it, skimmed the stories. Well-written, new stuff. Worth a sign up for a free newsletter.

 

Here's how John Kelly communicates with  me:

 

 

A letter!

 

 

He does not blitz me with giant revolving sales pitches à la the ClothingArts crowd. He is luring me into his  world gently and respectfully. Building a warm, trusting relationship.

 

The more I get to trust him and like him, the more likely I am to read his stuff and eventually spend money with him.

 

Takeaways to Consider

 

• Attention - Interest - Decision – Action is the inviolate sequence of how get inside a prospect’s head and change his/her behavior.

 

• “In direct marketing there are two rules and two rules only: Rule #1, test everything. Rule #2, see Rule #1.” —Malcolm Decker

 

• “Direct marketing is intimate advertising.” —Stan Rapp

 

• Direct marketing is NOT throwing shit  against the wall and betting the recipient will spend time sorting through a pile of  miscellany and make a purchasing decision. 

 

• The beauty of e-marketing is the ability to offer a simple click to bring the prospect into an extraordinary razzle- dazzle world of excitement and alternate reality.

 

• Hitting on a prospect with 8 flashy revolving slides and 32 click choices in 32 seconds emphatically AIN'T intimate advertising. 

 

• About the subject line/initial message: “Keep it short. For many recipients, especially those reading your emails on mobile devices, shorter is often better. We recommend you use no more than 9 words and 60 characters.” —mailchimp.com

• To find out how and why “Pick-Pocket Proof®" Travelwear is unique, proprietary or different from an old-fashioned zipper on a pocket, you have to go through the entire website. Finally at the end is the dissertation and description of what is “Pick-Pocket Proof®."

• These eMarketers buried their USP at the very end!

     

 

###

 

Word count: 1052