Old fashioned marketing doesn't work

In the mail today I received the classic three-part mailing from a software company. Letter, color insert, and reply card. If it was done well, it might work, but it wasn't. What went wrong:

• The envelope doesn't tell me there is an offer for free coffee inside, but shows a 'hello my name is' sticker with my name on it.


• The letter from the CEO goes on and on before telling us what they do. And in just two sentences.


• Nowhere does the package try to explain what their product does exactly.


• The response card is in the form of a self-surving survey.

So, you can say they didn't see the forest for the trees. But the worst crime is that they haven't figured out that the world has changed. Boyink reminded me today of the Cluetrain Manefesto, which helped me realize why I didn't like this piece--it is bluster and self-serving despite pretending to be interested in me and my opinions.

Since I don't understand what they sell, why should I reply? And the questions are simply lead-qualification questions despite their statement "Your answers will help us better understand the needs of customer service professionals in your industry". Yea, right, you are just interested in understanding what you can sell me. And all I get is a cup of coffee. Thanks, Right Now.

Be honest, provide information, and start a conversation! That's what the marketing should be about these days.