Martin Conroy Passes Away
Martin Conroy, who wrote what is considered the most effective direct mail letter of all time passed away last week at 84. Conroy’s letter, written on behalf of the Wall Street Journal, began:
“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future.
Recently, these men returned to their college for their 25th reunion.
They were very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company, and were still there.
But there was a difference. One of the men was manager of a small department of that company. The other was its president.
What Made The Difference?…”
One of the many people who commented on Conroy’s passing cited these principles of direct mail:
“1. Does your ad (copy) attract the right audience?
2. Does your ad (copy) hold the audience
3. Does your copy create desire?
4. Do you prove it is a bargain?
5. Do you establish confidence (credibility)?
6. Do you make it easy to act?
7. Do you give prospects a reason to act at once?”
What’s instructive about these seven questions (except number four, of course) is how all these points apply to the New Marketing.
For instance you can apply these questions to an ARG, substituting “Story” for “ad” and you’ll have an excellent test of adherence to the New Marketing.
Technorati Tags: direct mail, net marketing, NY Times, social media, Wall Street Journal
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