Never Send A General Agency

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NEVER SEND A GENERAL AGENCY TO DO A DIRECT RESPONSE JOB

I’m sorry folks. That almost never works. I mean, once in a while a traditional agency will luck out. They’ll stumble across a slam dunk easy situation where the product and the offer are perfectly positioned at just the right time, and they hit a home run. But it’s all a matter of luck and the agency is incapable of repeating that kind of success on a regular basis.

(Incidentally, the opposite may also be true. You generally don’t want to send a direct response agency to do a strictly institutional or image-oriented ad campaign. I believe strong direct response campaigns do positively impact company, brand or product image, but if that’s all you’re looking for, there may be better ways to do it. On the other hand, the best image campaigns seldom carry any direct response message with them at all, so they can’t do a thing for generating immediate sales.) And general agencies just don’t understand direct response, so don’t ask them to do it.