I got a note awhile ago from consultant Bob Serling
“Years ago, I was using a print broker for some of my mailings. She had been referred to me by a direct marketing legend whose identity I’ll protect.
“At the same time the broker was shepherding my mailing, she was also doing a large project for “the legend”. The job was so large that she split the printing between two different printers.
“I was a seed name on the legend’s list and when I received my copy of his sales letter, it turned out that it had been stuffed with the pages completely out of order. I alerted both the legend and the print broker of the error. Checking with other seed names confirmed that one of the printers assembled and stuffed all their pieces out of order.
“But here’s the kicker: the piece that was out of order pulled a stronger response than the piece with the pages in the correct order! I told the broker at the time that I could only assume that having the pages out of order forced the reader to dig through the piece and pay more attention.
“Final point: The legend then had the gall to ask the print broker for a make-good on the improperly ordered pieces.”
Thanks Bob. Gotta love it when a mistake suddenly shows you something about the customer you never expected. And when one of my CR readers (if you haven’t signed up yet, drop your name in the email box to the right of this page) writes in with a great lesson worth sharing!
Last modified: September 8, 2017