Search marketers can benefit from revisiting the methods of 1930s direct mail wizards, according to Alan Rimm-Kaufman of the Rimm-Kaufman Group.
Direct response marketing has its roots in direct mail, and regardless of our new digital age, much of the work of pioneers such as Claude Hopkins, David Ogilvy and John Caples is still relevant and applicable today.
One staple of direct mail was the list-offer-package rule – a chain of importance essential to success.
The rule states that the list (who you are selling to) is more important than the offer (the deal you are hoping to tempt them with), with both more important than the package (the appearance of the offer).
Explaining the power of the rule, Rimm-Kaufman believes that “even a plain note to a highly targeted list will outpull the perfect package sent to an untargeted list by ten to one”.
Rimm-Kaufman considers that this 1930s logic can easily be applied to paid searches and reminds marketers not to compromise or neglect the audience for anything and that response lists are far superior to demographic lists.
Back in 1962, Time magazine dubbed Surrey-born advertising theorist David Ogilvy “the most sought-after wizard in today’s advertising industry.”