Write Everything Right! by Denny Hatch

Author:Denny Hatch [Hatch, Denny]
Language: eng
Format: epub, mobi
Publisher: Direct Marketing IQ
Published: 2014-04-14T00:00:00+00:00

How the 800-year-old technique was used in 1980

In the mid-1970s, we lived next door to a couple who regularly watched the Rev. Robert Schuller’s Hour of Power. This Sunday morning televangelism program was broadcast in all 50 states. Rev. Schuller had an Edifice Complex and contracted for the Crystal Cathedral — a soaring architectural masterpiece designed by Philip Johnson and John Burgee. To raise money, Schuller’s organization used on-air solicitations and sent out direct mailings to his massive list of contributors. The offer: buy a window for (as I recall) $15.

The Crystal Cathedral, Garden Grove, Calif.

One day with great pride, my neighbor showed me a handsome inscribed Plexiglas memento. It was a “thank you” from Dr. Schuller’s organization for the gift of a window for the Crystal Cathedral.

When the Crystal Cathedral was dedicated in 1980, each of the 10,664 windows, the struts supporting the windows and the 2,800 seats were all inscribed with the names of donors.

Imagine! The very same fundraising technique used to rebuild Chartres worked like gangbusters 800 years later!

Direct marketing: the business of changing behavior over distance

If a ransom note results in the promise of a $2 million payment in return for freeing the hostage, the kidnapper (or the kidnapper’s copywriter) changed behavior.

If your direct mail package — or e-mail résumé — to a recruiter results in your being contacted for an interview, you have changed behavior.

If you hear nothing back, nothing is changed. Your effort is a failure.

Welcome to direct marketing!

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