http://blog.braintraffic.com/2008/12/the-pitfalls-of-placeholder-copy/ Thu, 02 Feb 2012 22:49:00 +0000 hourly 1 http://wordpress.org/?v=3.0.4 http://blog.braintraffic.com/2008/12/the-pitfalls-of-placeholder-copy/comment-page-1/#comment-396 Darrin Dickey Mon, 12 Jan 2009 14:23:20 +0000 http://blog.braintraffic.com/2008/12/the-pitfalls-of-placeholder-copy/#comment-396 An old boss of mine once told me about a direct mailing he did in which they humorously used "Sh!thead" as a placeholder for the recipient's name. However, something went haywire in the mail merge process and the names didn't populate in the mail piece. No one caught it before it mailed and, you guessed it, thousands of people got a direct mailer that started out, "Dear, Sh!thead." He was mortified, but said they got the biggest response they'd ever received in a direct mail campaign. An old boss of mine once told me about a direct mailing he did in which they humorously used “Sh!thead” as a placeholder for the recipient’s name. However, something went haywire in the mail merge process and the names didn’t populate in the mail piece. No one caught it before it mailed and, you guessed it, thousands of people got a direct mailer that started out, “Dear, Sh!thead.”
He was mortified, but said they got the biggest response they’d ever received in a direct mail campaign.

]]> http://blog.braintraffic.com/2008/12/the-pitfalls-of-placeholder-copy/comment-page-1/#comment-1610 Darrin Dickey Mon, 12 Jan 2009 14:23:00 +0000 http://blog.braintraffic.com/2008/12/the-pitfalls-of-placeholder-copy/#comment-1610 An old boss of mine once told me about a direct mailing he did in which they humorously used "Sh!thead" as a placeholder for the recipient's name. However, something went haywire in the mail merge process and the names didn't populate in the mail piece. No one caught it before it mailed and, you guessed it, thousands of people got a direct mailer that started out, "Dear, Sh!thead." He was mortified, but said they got the biggest response they'd ever received in a direct mail campaign. An old boss of mine once told me about a direct mailing he did in which they humorously used “Sh!thead” as a placeholder for the recipient’s name. However, something went haywire in the mail merge process and the names didn’t populate in the mail piece. No one caught it before it mailed and, you guessed it, thousands of people got a direct mailer that started out, “Dear, Sh!thead.”
He was mortified, but said they got the biggest response they’d ever received in a direct mail campaign.

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