Even Microsoft Gets it (somewhat)

You see, even big dumb companies sometime get it right (well, somewhat right). I received a box in the mail not too long ago. When I opened it, this is what I saw:

WOW!! Microsoft using 3D mail! I was impressed. They had obviously spent some major time and money on this. It was a great little die cast car. Complete with copy and teaser all around the box, and on the car itself. What a great way to use 3D mail.

However, my amazement stopped there. After admiring the 3d mail, I turned to their sales letter. You can see a copy of it here, for your amusement.

This breaks just about any very rule in the Direct Mail marketing book. Company logo as a headline, no personalization, no offer... I could go on and on.

So, what does this mean for Microsoft? Simple. They spend a ton of money on this cleaver, clutter busting car, then sent horrible copy. And you know what they exec's at Microsoft will say?? "Well, 3D mail obviously doesn't work!"

No matter how cleaver the 3D mail object, or how much you spend, a 3D Mailing simply will not pass the test with horrible copywriting. It's that simple. It won't pass the test unless you have the right list, too. But that's another email all together.

You don't need to be the world's greatest copywriter to sell. Hell, you can even pay someone to do it! But you gotta know good copy when you see it.

(Here are a couple great resources on copywriting. Whether you want to learn it yourself, or just be able to ID good copy when you seen it. ( Dan Kennedy No B.S. Marketing Newsletter, 2 free months)

The bottom line... Even this 3D Mail Guru says 3D mail isn't worth it if you send it with crappy copy.

www.3DMailresults.com