Oops, The Intentional Error

Posted by on 09 Sep 2010 | Category: Hints & Tips, Success Stories

Based on an article by Dan Kennedy


Sometimes it’s fun – and profitable – to use a marketing gimmick, by introducing an intentional error into your direct mail campaign.

Not long ago, Jeff Kaller mailed a mountain of postcards driving people to call – the wrong number. Followed by mailings apologizing for and correcting the mistake.

And getting better than ever response.

In another case a sales letter and registration form was sent out for a very pricey event with the dates, place and price missing. Nearly 70% called to inform the sender of the mistakes: some irritated, some trying to be helpful. This put 70% on the phone with his three telemarketers, who closed half during the calls; net 35% registration vs. best ever prior sign-up rate from same customers for comparable events, 15%.

Joe Sugarman gave discounts and rewards to people who found the most mistakes in his ads. The technical term for this is: involvement.


Intentional errors… are they gimmicks, or are they ‘hooks’?

You’ll know once the responses start coming in! 😉

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