Wednesday, August 8, 2018

#18 The Dirty Little Secret Behind Surveys


ISSUE #18 – Wednesday, August 8, 2018

Posted by Denny Hatch


THE DIRTY LITTLE SECRET BEHIND SURVEYS
“I upped my revenue. Up yours!”


            Above is a sample from a current GOP online survey.

In 1984 Peggy and I founded the newsletter and archive service WHO’S MAILING WHAT! Over the next 20+ years I wrote about hundreds of direct mail efforts and archived thousands of mailings in more than 200 categories.

Among mailings regularly received were fundraising efforts with surveys from political parties (DNC, RNC, NRCC plus PACs and individual candidates).

All were phony-baloney scams.
The basic message was that the committee, PAC or individual candidate deeply cares and wants your input.

Enclosed was a survey with YES/NO questions plus opportunities for essays to offer ideas and to vent.

Always included: an urgent request for cash.

How surveys were processed
Many years ago I called a contact at the NRCC (National Republican Campaign Committee) and asked him about one of his survey mailings.

“Why do people fill out surveys?” I asked.

“A politician asking for advice is flattering. People love talking about themselves. Once a voter answers the first question, he's hooked. With a survey he believes he can make a difference. And he’ll send money hoping his responses go direct into the candidate's ear.”

“Adding a survey in direct mail is expensive,” I countered.

“Surveys always lift response and always bring in more cash than non-survey mailings. Great PR. They make the guy feel worthwhile.”

“And how do you process the surveys?”

“We throw ‘em out. Nobody gives a damn what these people think. We just want their money.

Surveys in the Internet age
Before the Internet, answers to surveys were hand-written. Deciphering the handwriting was tough and—if saved—would have to be data-entered via retyping. That means more staff and spending more money.

With the advent of the Internet—and universal use of the QWERTY keyboard—survey answers are electronic and salvageable. They can be digitally forwarded to the electronic dossier on every individual person in myriad clouds all over the planet and sold to anybody with cash.

Takeaways to Consider
• The seven key copy drivers—the emotional hot buttons that cause people to act—are: fear—greed—guilt—anger—exclusivity—salvation—flattery.

• The most powerful: fear, greed, anger and flattery.

• A survey asking for advice is hugely flattering.

• Involvement devices (e.g., surveys) always lift response.

• Surveys always result in more money.

• Today pollsters collect voter data.

• It still makes sense to cash the checks and chuck out the surveys.


• Or share survey results with the responders in an A/B split. Half get the results; half do not. Which half is more profitable long-term?

• Always send an effusive thank-you letter dripping with flattery and ask for more money.

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Word count: 427

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If you have a marketing story to tell, case history, concept to propose or a memoir, give a shout. I’ll get right back to you. (Kindly stay within the limit of 500 words.) I am: dennyhatch@yahoo.com • 215-644-9526 (rings on my desk).

You Are Invited to Join the Discussion!


6 comments:

  1. Great minds work alike, Denny.
    I had been wondering what happens to the surveys and petition questionnaires that fill my (and no doubt, everyone's) inbox every day.

    There is no question that they are used just as you have indicated, to raise money and, sadly, as you were told: " “We throw ‘em out. Nobody gives a damn what these people think. We just want their money."

    If that's the fate of all the 'surveys' can any one tell us what happens to the 'petitions'? Do I want drilling on public land? No. So I add my name to the thousands of others. Are those names put in front of decision makers? Which ones? And to what effect?

    If these petitions are for real - intended to alert legislators to public concern and hopefully change their views - then they should be required to carry a legend that says to whom the petition will be presented, how the results will be publicized and when.

    Otherwise it's just another fund raising sham and they should be deleted and dumped.

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  2. Denny: It's probably accurate to say that both political parties are engaged in this kind of "taking the pulse of the people" charade.

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  3. There are three things you should ask people for: Help, Opinion, and Advice. All elicit response.

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  4. Call me naive; I had never thought they tossed the surveys. Although considering their strategies, it makes sense. Corporations today also tend not to care about what customers think. Their Web sites generally do not include a means to comment about the product or service. We must vote with our dollars. And what I find most insulting are mailings from incumbents using their franking privileges for campaign purposes. Clever language hides the intention. Really dishonest.

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  5. And not only do they use their franking privilege (and tax payer money) for outright campaigning but we tolerate our president using huge sums of public money to criss-cross the nation in his preferred toy, Airforce 1, for political rallies. Do we think he sees or reads these petitions?

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    Replies
    1. Obama used AF1 for similar purposes, as did the Bush's, as did Clinton and a lot before...

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