Swipe File Letter: Hyper-Effective Cover Letter #4 – Early Christmas Present
One of the biggest mistakes marketers make… is to get tired of their own advertising before the ads are actually dead. Sometimes, they pull ads that are still cooking at peak efficiency. They see the ad every day, they get tired of it, bored with it, their spouse is grousing about how embarrassing or odd it is, the staff is sick of it, whatever. They see Ford and Pepsi and AT&T changing ads every week, and they think that’s how it’s done.
My clients know better. If they don’t, I educate ’em fast.
Many of the ads I write run at profit for years. Years. I have decade-old copy out there, still running in magazines, still mailing, still getting linked online. When you hit the passionate sweet spot of your audience with great copy, it becomes timeless. Sometimes, clients place one of these never-say-die ads only once or twice a year in the mags. Or mail it only when their lists get filled with new names. Other letters have been a key part of the profit “pipeline” without interruption tor ages.
It all depends on the results.