Blunder #1: The Hostile Unfriendly Salutation.
Subject: “Re: You’rea tough nut to crack!”

My thoughts: Huh? Have I ever heard of this guy? I queried my
Dropbox and subscriber list for "Joe Parker" and came up 0/0
everywhere. This total stranger's very first words accused me
of being an uppity son of a bitch. I stayed around to see what
made him tick.

Blunder #2: His Textbook-stupid, self-deprecating Lede:
“I’mnot sure it’s relevant, but...”
Joe Parker is confessing he has no idea who I am, what I do or if
his product will benefit me in any way. Hisbusiness model appears
to be throwing AI excrement against the wall to see if any of it
sticks. My immediate thought: “If youdon’t know whether you’re
relevant to my needs or wants, you’re bloody wasting my time."

Blunder #3: Gobbledygook AI Message.
His message: a confusing-as-all-helllecture about an
indecipherable product or service filled with concepts and
high-techie shorthand way above my pay grade: e.g., online
advertising for SMBs. Leveragingadvanced machine learning
and AI, the platform enables rapid ad creation anddistribution
across multiple digital channels, including search, display,OTT/CTV,
social, mobile, and unique channels like Yelp review ads....
yada,yada, yada.”  Huh?

Blunder #4. It's Total Ego trip by Joe Parker All about Himself.
JoeParker listed a litany of features way above my pay grade without
explaining a single benefit to me.

Blunder#5: No offer. Ergo, No reason torespond.

Bob Hacker’s Inviolable Direct Marketing Dictum.
“The prospect doesn’t give a damnabout you, your product or your
service. All that matters is: WHAT’S IN IT FORME?”
(AKA: “Always listen to W-I-I–FM.”)

Three Direct Mail Letters That Worked Like Gangbusters!
They grabbed readers by the throat and they kept reading... and
reading... and reading... until they ordered. And boy-oh-boy, did
they order! These letters — and the copywriters — are legendary!

#1. Ed McLean's Involving Copy Wizardry for Newsweek.
Below arethe first four paragraphs of copywriter Ed McLean’s 1959
Newsweek subscriptionoffer. It was mailed for 17 straight years,
outperformed many dozens oftests against it and brought in millions
of dollars in subscription revenue.  

  

 

 

Dear Reader,

      If the list upon which I foundyour 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 setyou
apart from the general population and make you a
highly-rated prospect foreverything 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 remarksand sage comments after
your first copy of Newsweek arrives. (Yourconversation
will benefit from a better understanding of theevents
and forces of our era, but that's all. Wit and wisdom
are gifts...

 

 

                     One Possible Secret for McLean's Success: 

The number of times "you" and "your" were used — more than 20
times on the first page alone. McLean's letter was so successful it
changed the second banana, Newsweek, into a powerful competitor
of Henry Luce's cash cow, TIME.

 

#2. Bill Bonner's Irresistible Lede for His
   Newsletter Idea, International Living.

 

    Bonner sent this"dry test" letter to a rented list of several thousand
    homeowners  tosee if anyone would be turned on by international Living
    and respond. His product — International Living — was entirely fiction and
    inside Bonner's head. It was300% profitable on day one of returns. Wow!

    Bill immediatelyborrowed start-up capital, published the newsletter,
    and mailed that veryletter for the next 23 years. 

    Today Bill Bonner’s non-existent newsletter business — 44 years
    later — is called The Agora. It’s a mighty conglomerate of 36 global
    entrepreneurial publishing companies in 15 countries around the
    world withrevenues of over $1 billion a year!

=  = = = = = = = = = = = = = = = = 

The Most Successful Advertisement
In the History of the World. No Kidding.

Click on the Blue Headlines Below for the Complete Letters.   

 #1: Ed McLean's Newsweek Letter (Mailed for 17 Years.)
    https://dennyhatch.blogspot.com/2022/05/156-blog-post-mclean-letter.html
                  

 #2: Bill Bonner's Letter for International Living
         https://drive.google.com/file/d/16S8lGX0_1DaVg3jbO0EcpfgPrgxFj2Lb/view

  #3: Martin Conroy's Wall Street Journal Letter:
    "The Most Successful Advertisement in World History."
     http://dennyhatch.blogspot.com/2019/01/37-most-successful-advertisement-in.html  
           

                  Takeaways to Consider

             Elmer "Sizzle Wheeler's Wisdom: “The first 100 words are more
             important than the next ten thousand."

 A Riveting Rave Review of Denny Hatch's Masterpiece.

By Oluchi Samuel
10 December 2024

An official OnlineBookClub.org review of Method Marketing by Denny Hatch.]

               5 out of 5 Stars

Tomake a lot of profit, business owners need to understand and employ marketing. As the name implies, Method Marketing by Denny Hatch is a book that educates readers on method marketing. The author also shares the stories of some people who employed method marketing.

Marketingis the business of acquiring customers and continually thrilling them. Method marketing, on the other hand, is the ability to get inside the heads and under the skin of the people you are marketing your product to. Direct mail is the largest advertising medium, and it is the medium alot of method marketers build their businesses on. The author shared the stories of some marketers with huge businesses. These marketers wereFather Bruce Ritter, Martin Edelston, John Peterman, Bill Bonner, Bob Shnayerson, Curt Strohacker, David Oreck, and William Kennedy. They owned businesses like The Boardroom, J. Peterman Company, Agora Publishing, The Eastwood Company, The Oreck Corporation, and Western Monetary Consultants. He shared their stories, how they started their businesses, and he also dropped points for marketers to pick up from their experiences.

This is a wonderful book with lots of great lessons in marketing. I loved that the author shared some successful marketers' experiences. He used these stories to educate us. He discussed how they started their businesses and some of the mistakes they made along the way. These real-life stories made me understand his lessons quite well. I appreciated them. Readers who are planning on venturing into these businesses could learn a great deal from these stories. The author also exposed me to some businesses I hadn't heard ofbefore, like The Teaching Company, Agora Publishing, Quest/77, and The Oreck Company.

Copywriting is a business venture I have been meaning to start. Luckily for me, I got the opportunity to read this book. The author showed the significance of copywriting and also shared tips on how to write a great copy. It gave me insights and taught me howgood a copy should be written. The story of the First Bank of Troy was one of the stories I loved. The president of the bank, Frank O. Brock, operated a customer-friendly business. He paid personal attention to allhis customers. He would go over lists of customers and call or give personal notes to them at least once a month. As a novice in marketing, Iappreciated the appendix the author added at the end of the book. It saved me a lot of trips to the dictionary.

For all these reasons, I rate this book 5 out of 5 stars.It is an amazing book that all marketers should read. There was absolutely nothing to dislike. I found one error, showing that it was professionally edited. I recommend it to marketers and people planning on venturing into marketing, as it contains a lot of tips to flourish inmarketing.
                                     
Method Marketing by Denny Hatch
View: on Bookshelves | on Amazon
The first 31 pages Free. | on Amazon
Cick for Your Free Sample | on Amazon
No Risk, No Cost, No Obligation.

 

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