Here is your copy of THE DAN O’DAY RADIO ADVERTISING LETTER #117. I hope you find it worth reading!<\/p><\/blockquote>\n
Please consider changing “I hope you find it worth reading” <\/span>to “information to help you become the consummate professional.”<\/span><\/p>\nHope is not a game plan. Hope is wanting something to happen that you did not work towards or for. Hope is the desire for a miracle. I hope I win the Lottery. I hope the ad campaign works. I hope I get to see the decision maker. I hope I meet a wealthy woman.<\/p>\n
Your newsletter is worthy. Your newsletter is educational. Your newsletter is your personal contribution to helping to change messages from lackluster to brilliant.<\/p>\n
Dan, you work too hard to hope that someone will find it worth reading. Your headline should always be that they are lucky you kept them on the mailing list.
—————————————————————————————-<\/p>\n
Dan Replies:<\/b><\/p>\n
First, thanks very much for the flattering review of my newsletter.<\/p>\n
I don’t think your definition of “hope” would conflict with my using the word in relation to events or actions I cannot control.<\/p>\n
To me, the ultimate test of an “expert” is whether that person is able accurately to predict results in his\/her alleged area of expertise. (Obviously, that test disqualifies economists and virtually all the talking heads you see on TV.)<\/p>\n
When I write a campaign for a client, I don’t hope it works. If I’ve done my homework and they’ve given me enough accurate information, I know it will work \u2014 unless they decide to “tweak” the script themselves, in which case all bets are off.<\/p>\n
Example:<\/b> The “Dentist” commercial we syndicate always<\/b> produces immediate results. So I was puzzled when one dentist called me to report that while the campaign was generating some response, the volume was disappointing. Turns out he took the 30-second spot \u2014 the one that always works \u2014 and added another 30 seconds to it, offering a free weekend vacation certificate to anyone responding to the commercial.<\/p>\n
So I don’t “hope” my radio campaigns work. But I do hope my clients get their money’s worth by trusting me as the expert who predicts that if they run what I give them, they’ll get results.<\/p>\n
In one of my Radio Advertising Letters, I can share a technique or principle that I know<\/b> is valuable, that works. But whether any individual subscriber thinks that principle or that particular issue is worth reading? I can’t predict.<\/p>\n
But I hope they do.<\/p>\n","protected":false},"excerpt":{"rendered":"
Art Taft of KRTV writes:—————————————————————————————-Hi Dan. Every year or so I send you this message about the heading of your newsletter that I very much look forward to and enjoy reading: Here is your copy of THE DAN O’DAY RADIO ADVERTISING LETTER #117. I hope you find it worth reading! Please consider changing “I hope […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-241","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\n
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