Lawrence Peter "Yogi" Berra is a 15-time All Star. He won the American League Most Valuable Player award three times, played in 14 World Series, and set a number of baseball records, any one of which would assure a lifetime of fame and fortune for most people.
But what is Yogi best known for? His slips of the tongue. Which is understandable, if you go around saying things like "It's déjà vu all over again!" and "I'm as red as a sheet."
On the surface, his off-kilter pronouncements are just amusing mistakes. But look a little deeper, and you will find profound lessons. Here are a few of my favorite Yogi-isms and my admittedly liberal interpretations for direct mail success.
1. "We made too many wrong mistakes."
Do you think Edison invented the modern light bulb on the first try? He endured failure after failure before arriving at the solution. But his mistakes were "right" mistakes. Each taught him something and brought him closer to his goal. If you're not testing frequently and making lots of mistakes, you're not learning anything.
2. "A nickel ain't worth a dime anymore."
People aren't logical about the way they perceive money and value. That means you have to test not just prices, but price presentations. Which is best, $24 per year or $2 per issue? How about $7.50 per month or 25¢ per day? I recently had success presenting a $149.95 a month Internet service as "less than 1/2¢ per minute."
3. "Slump? I ain't in no slump ... I just ain't hitting."
Sometimes things just don't go the way you plan. A test flops. Sales fall. And you just can't explain it. Usually it's temporary. The point is, don't panic and change your entire marketing strategy based on short-term results. And never, ever discard a control until you have something that tests better.
4. "Why buy good luggage? You only use it when you travel."
When you get right down to it, an envelope is nothing more than a container for printed matter. It carries your message to the destination and then gets ripped open. So while it can be a four-color masterpiece, it doesn't have to be. Many times a plain old #10 is all you need.
5. "We're lost but we're making good time."
Secrets of Direct Marketing Testing
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