Ouch! That Typo's Killing Me!

The single most important part of a personalized direct mail piece is the personalization. I've seen a sharp increase in these customized mailings, and I pay very close attention to every one I get.

What Grabs Me?

Is it the design (creative)? The packaging? The quality of the printing? The content (hook)? Is it the clever use of my name as well as customized images?

As a writer, I have to admit that it's the message - the hook - that will make the biggest impression on me. Great copy on the outside or fantabulous pay-off copy on the inside (if it folds); that's the ticket. I read every word and decide if I could've done any better.

Sucked in by a PURL

Many of these direct mailers include a PURL - Personalized URL. It's a special web page built just for me, Margie Dana, or you, (fill in the blank). I know that if I log on to that special page, I will be asked to fill in a form with my contact information and other data, so that the sender can learn more about me as a prospect. I get it. It makes sense. Once in a while, it's fun; but lately, they all look the same. I am waiting for PURLs 2.0.

Even if I'm not interested in buying the products or services, I may give the company permission to get in touch. I like to see how quickly they respond.

Companies who get in touch the same day or even the next day are a little off putting. Maybe it's just me. There's an essence of "pounce" when they call right away. Those who get in touch several days or even a week later impress me more.

Turned Off by Typos

I started out my post-collegiate career as a professional proofreader. I LOVE proofreading. When Peterson's Guides in Princeton, NJ, hired me, they hired the best. I proofed guides to colleges and graduate schools from 9 to 5. Misspelled words and errant bits of punctuation never got past me back then.

To this day, I am stopped in my tracks by a typo. A great direct marketing campaign can get knocked off its pedestal by one misspelled word. I know many of you can appreciate this.

Three weeks ago, I got such a mailer. It was from a printing company. This fold-over 5 1/2 x 8 1/2 full-color piece came in an attractive, clear envelope. My name showed up on a fortune sitting atop a fortune cookie, with a teaser. So I opened the card and found a great piece of copy - "Seize the moment."

Loved it!

Then I saw it:

"A fortune awaits Divison of Print Buyers International, LLC."

Ouch. Perhaps I filled out some online form and misspelled "Division" myself. When the database was imported into this direct mail campaign, the typo came along for the ride. Or maybe someone typed it wrong and didn't proof it.

Typos are kill joys. My fault or theirs, this one spoiled a perfectly good campaign. It just kills me to see a great campaign foiled by a typo.

One cold Tuesday, about 10 days later, a call came from Brent Alexander. "I sent you a postcard a while ago." "You did?" I said. "It's not ringing any bell." And then he described the concept - fortune cookie and all.

I had to come clean about the typo. Before I had the chance to tell him I'd turned it into a Tip, he smacked his head (I swear I heard the 'thwack') and accepted full responsibility. "You know, that was my fault - I typed in all the data for this small campaign and did not proof it."

He was such a good sport, that I told him about the Tip and how I'd gladly name names. This PURL campaign is from the Direct Marketing Alliance, where Brent works (www.directmarketingalliance.com). The companies that founded this Alliance are DME and Corporate Press (www.dmenet.com and www.corppress.com).

He could have back pedaled and blamed someone else for the error, but he didn't, and I applaud him. He said that there are software programs for catching such mistakes in your database, but this was a small job, and he did it in a hurry.

Brent also told me that he was home, recuperating from emergency back surgery, so how could I wish him anything but good health and future success?

On top of it all, I learned that today, December 8th, is his 31st birthday - so Happy Birthday, Brent! And thanks for your enthusiasm in this wild world of printing.

Bottom line? We all make mistakes. I have no idea why printed bloopers in our personal information yell the loudest, but they surely do. Every time someone addresses me with a "Hi, Dana," instead of my first name, I feel slighted.

If you're creating personalized campaigns, watch that data. The recipients certainly will.

Comments? Talk to me at mdana@bostonprintbuyers.com.

©2008 Margie Dana. All rights reserved. You're free to forward this email to friends and colleagues: please do! However, no part of this column may be reprinted without permission from the author.

Print Buyer Brainstorming Session

Wednesday, December 10th
6 - 8:30 pm
Doubletree Suites, Waltham, MA

Here's how it works: over dinner and drinks, I'll facilitate a relaxed discussion about topics that most professional print buyers can relate to - and have opinions about, such as:

• Your careers and where they're headed

• The effects of this economy on printing and buying

• What technologies most interest you - and how to keep up

• Your best buyer resources (chance to help one another)

• Latest print industry news

• Promoting your value to your employer

• Educating the folks in your company about the printing process

Where else can you sit, dine, and share ideas with your peers in print buying? Come join us on December 10th and learn a thing or two. Or three. Only $35 for Members of Boston Print Buyers; $55 for others. Add $10 for walk-ins.

Bonus Freebie! Every attendee will get a Wrap-Up Brainstorming Document within a week.

 To register, visit our current event page.

Boot Camp for Print Reps

Wednesday, January 28th, Boston, MA
8:30 - 11:30 am

Frank Romano and I developed an intense all-morning boot camp for print sales and service reps who want to learn what print buyers really want. No one has studied print buyer behaviors and trends more than we have, and now it's time to share what we know.

For full details and registration, visit www.bostonprintbuyers.com/printrepbootcamp/.

Print Buyer Poll for December

Buyers, what's the preferred way for new print vendors to contact you?

• Cold calls by phone

• Email me

• Send me a letter with samples in the mail

• Send me promotional materials in the mail

Cast your vote on our home page at www.bostonprintbuyers.com.

Margie's Upcoming Speaking Gigs

• Boot Camp for Print Reps (with Frank Romano)
  Boston, MA 1/28/09

• Boot Camp (with Frank Romano) Graphics of the Americas, Miami, Fl 2/26/09

• Print Buyer Panel Discussion
  Graphics of the Americas, Miami, FL 2/27/09

• Margie Dana's Secrets to Working Successfully with the Modern Print Buyer SGIA Webinar, 2-3 pm EST 3/18/09

• Print Buyer Boot Camp (with Frank Romano and Steve Suffoletto)
  ON DEMAND Conference, Philadelphia, PA 4/2/09

• Keynote Session and Buyer Brainstorming Session
  PIASC Buyer Conference, Los Angeles, CA 4/14/09

Print Tips Archives!

Our Print Tips archives are public. Access them from the home page of our site
under Print Tips at www.bostonprintbuyers.com.