The Power of Direct; Not the Power to Deceive
I read an interesting article today and I am attaching it here. It’s a piece on “The Amish Fireplace” and the direct response ads they use to get folks to fork over $300 plus for a fancy space heater.
I have used these ads for years in the MBA class I teach in direct marketing. I hold them up as an example of the type of direct marketing that, in my opinion, should never, ever be done.
They are often seen as deceiving, misleading and give too many people the wrong impression of direct marketing. Furthermore, as these campaigns are sometimes successful, they raise the ire of politicians and consumer groups that then lump all direct marketers into a category of less-than-honest practioners.
Here is a copy of one of their full page ads.
I’m curious on your take.
November 12th, 2010 at 11:32 am
I had an opportunity to interview for a copywriter position with this company when I was first laid-off at the beginning of the recession. As desperate as I was to get a new job, I turned down the interview once I researched what they sell and how they sell it. Though I’m still looking for full-time work two years later, I can’t see working for companies like this one.