tag:blogger.com,1999:blog-3872537973078213619.post8681901104170186790..comments2024-03-24T03:29:42.397-04:00Comments on Denny Hatch's Marketing Blog: #155 Blog Post: AIDADenny Hatchhttp://www.blogger.com/profile/13790655444232754655noreply@blogger.comBlogger11125tag:blogger.com,1999:blog-3872537973078213619.post-51739576794635140812022-05-15T08:44:27.441-04:002022-05-15T08:44:27.441-04:00UK wizard, guru and long-time associate of my hero...UK wizard, guru and long-time associate of my hero David Oglivy (with great regrets, I never met him) gave me the okay to share with you he following emai:<br /> = = = = = = = = = = = = = = = = = = <br />PRICELESS ADVICE FROM THE SAGE OF PHILADELPHIA<br />>> Here is the latest missive from the smartest man I know.<br />He's also just about the only one who's older than me. <br />Read it, profit, and at the end I'll tell you what I disagree with.<br /> = = = = = = = = = = = = = = = = = = <br />Drayton attached Blogpost #155 (AIDA) here.<br /> = = = = = = = = = = = = = = = = = = <br />All that stuff is music to my mind.<br />It's astounding that so many people are in business without the scintilla of a clue about what works and what doesn't.<br />If not you'll be leaving a lot of money on the table.<br />In fact if you ignore Denny's Desiderata I doubt you will have much money on the table to start with.<br />But I would just add a thought to what he has already laid out. I've mentioned it before but it matters more now than ever.<br />I don't follow AIDA. I follow AIDCA. <br />The C stands for Conviction.<br />There's always a need to convince people. But that need is now greater than ever.<br />People are suspicious of selling messages, and you must work harder than ever now to convince the, Because they are deluged as never before lies, half truths and incomprehensible drivel.<br />There are many ways to convince - testimonials, independent proof, experts in the field, and outside sources (newspapers or studies).<br />But you must convince them.<br />Because the coming monster recession will sort the amateurs out good and proper.<br />I don't have anything to sell you today, I just have a simple suggestion - re-read Denny's message.<br />He's been there, done that, and printed the t-shirt.<br />All the best from the Hamptons where I'm taking a break.<br />DraytonDenny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-30633678222453406872022-05-12T12:59:56.458-04:002022-05-12T12:59:56.458-04:00Will Ezell kindly gave me the okay to share his em...Will Ezell kindly gave me the okay to share his email in the Comment Section:<br />To: Denny Hatch<br />Thu, May 12 at 10:05 AM<br />Denny – <br />I trust this note finds you and Peggy in excellent health and cheer!<br />AIDA: Excellent article. Thank you!<br />I learned it with “D” being “desire.” But I much prefer your version of “decision.”<br />I think almost everything we do begins with a “Pre-Flight Questionnaire.” It’s something I created for myself many years ago that asks many questions about the project – to help me home in on the ultra-critical points.<br />Then – I review my basic 15-step copywriting outline.<br />And then, I write. But wait… there’s more!<br />Then the copy “takes a ride” in my pocket for a few days as I continuously re-think it, tweak it, etc. until I feel like it’s ready to fly.<br />AIDA: It’s in my pre-flight. <br />Okay – an opinion: I can’t tell you how many people I’ve met in the last 10-plus years who tell me that they’re a copywriter. Almost all graphic designers tell me they write copy. Guys like you and me – we’ve eaten, breathed, and lived studying copywriting for the majority of our lives. <br /> It doesn’t mean we’re the best, but I truly believe that the number one biggest mistake that many business owners make is not retaining someone with years and years of experience in crafting and creating compelling, persuasive, and influential messages that gets prospects to say one word: “YES! <br />Much of what we’re seeing today is “salesy, pushy and obnoxious.” Almost everything I do today is focused on building a trusting and respectful relationship first. And then, gently present your offer. <br />Best personal regards - Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-86895521155770394292022-05-11T06:55:48.870-04:002022-05-11T06:55:48.870-04:00This comment has been removed by the author.Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-46272211810742785102022-05-11T06:54:47.982-04:002022-05-11T06:54:47.982-04:00Hey Tim!
Many thanks for your comment. For readers...Hey Tim!<br />Many thanks for your comment. For readers who may have missed the reference to the “favorite radio station, “W-I-I FM,” here’s the backstory. A number of years ago Bob Hacker wrote: “The customer doesn’t give a damn about you, your product or your company. All that matters is, ‘What’s In It For me?’ ” The corollary: “Always listen to W-I-I FM.”<br /><br />About the difficulty in posting a comment: the Google folks don’t make it easy. The simple solution: send me your comment in an email (dennyhatch@yahoo.com) and I’m happy to post it for you. <br />Do keep in touch!<br />Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-67444956215011325712022-05-11T06:42:32.555-04:002022-05-11T06:42:32.555-04:00Bob Hacker gave me the okay to post this email to ...Bob Hacker gave me the okay to post this email to me:<br /><br />To: Denny Hatch,<br />Tue, May 10 at 12:30 PM<br />Great one. <br />I think one of the reasons this happens is the way they work now. When I was still in the biz, a project ALWAYS started with copy. The copy ALWAYS had to lead directly to the sale. The copy deck was then approved and/or polished by the Creative Director. Then, and only then, did it get handed off to the art director. The art director’s mission was clear — always enhance, not detract, from the copy. <br />Now they work in teams with everybody having equal input into the project. Even if they know nothing about how to make a sale. Or worse yet, the project starts with an art director who then asks the copywriter, or worse, copywriters, to fill where needed. <br />If you organize around a project incorrectly, you are doomed from the start.<br />Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-2894901146427173982022-05-11T06:37:50.114-04:002022-05-11T06:37:50.114-04:00This comment has been removed by the author.Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-83883035973887333832022-05-10T15:44:52.184-04:002022-05-10T15:44:52.184-04:00Good afternoon, Denny!
I always love it when my f...Good afternoon, Denny!<br /><br />I always love it when my favorite opera, "AIDA" runs on my favorite radio station, "WII-FM"!<br /><br />Strange stuff when trying to comment, though. Had to sign in with Google, then figure out where to do the actual typing of my comment.<br /><br />Best regards!<br /><br />Tim OrrTim Orrhttps://www.blogger.com/profile/15520885669423294306noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-81508592714768677542022-05-10T15:32:07.920-04:002022-05-10T15:32:07.920-04:00Jen,
Thanks for your kind words.
Of course, I cam...Jen,<br />Thanks for your kind words. <br />Of course, I came into direct marketing long before the Internet and digital communications. Many of the new generation of marketers pooh-pooh us old geezers. But it’s amazing how the rules and techniques we learned in the old days are relevant today.<br />Do keep in touch.<br />Cheers.<br />Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-4498355495876640872022-05-10T14:30:07.255-04:002022-05-10T14:30:07.255-04:00It's always an education to read your blog Den...It's always an education to read your blog Denny.<br />The people at clothingarts should pay you a consulting fee.Jen Brannstromhttps://www.blogger.com/profile/17608459994364641946noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-51707612755672836492022-05-10T11:40:25.372-04:002022-05-10T11:40:25.372-04:00Hey, Richard,
Thanks for taking the time to write....Hey, Richard,<br />Thanks for taking the time to write.<br />Yeah, it may be wildly successful. I’d love to be proven wrong.<br />But… what I pointed out are obvious rule breakers. And I would hope readers of this cranky blog would want to know what rules were broken and think through logical sequencing of information.<br />Do keep in touch.<br />Cheers.<br />Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-21901431633899632252022-05-10T10:50:02.484-04:002022-05-10T10:50:02.484-04:00Denny, I always enjoy critiques of actual marketin...Denny, I always enjoy critiques of actual marketing efforts. eMarketers is particular make some rookie mistakes due to their mistaken belief that digital selling is unlike anything the world has ever seen.They're so special.<br /><br />The site is a bit off-putting, with some needless slide shows and truly "invisible" type, and takes quite a while to explain P-Cubed. But to be fair, and to adhere to another cardinal rule...what were the results? For all I know this was wildly successful.<br /><br />While I agree with your critique, I must also be a stickler for solid data.<br /><br />Thanks<br /><br />Richard Hrenhttps://www.blogger.com/profile/00993112458235575503noreply@blogger.com