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Have you ever received a direct mail piece where the company declares that they aren’t trying to make money like their competitors, they are only trying to help you? Or have you ever glanced at a postcard where a company promises that their product is the best in the world? More than likely, you have stumbled upon one of these unfortunate marketing attempts. What was your reaction to this type of marketing message and did it convince you to act on the offer?

According to Steve Cuno in the blog, “Oh, Come On!” Test: a do-it-yourself diagnostic procedure designed to help keep your marketing free from cynicism-inspiring contaminants,” after reading this type of marketing message you probably felt somewhat offended and you ended up disregarding the offer all together.

In this blog, Cuno says that if your company is sending out this type of direct mail, you’re throwing away your marketing dollars and you have “stripped credibility from your message.” He suggests giving your marketing message the “Oh, Come On Test,” before sending out mailings to the public. According to Cuno, the test, which “consists of three quick steps: 1. Slip into your market’s shoes. 2. See if your copy strikes a chord — or makes you say, “Oh, come on.” 3. Be honest with yourself about your reaction,” will help you create an attention-getting direct mail piece that will encourage your recipients to act on your offer.

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