I've written a lot of direct mail promotions over the years. I've had a theory an old Ragan editor articulated when he said that Americans, when they get some advertising, like to detect "a hint of the hustle."
That is, they like to see you're willing to beg a little, to cajole, to show how much you want it with a little razzle-dazzle, a little shimmy-shammy, a little step-right-up—a little hustle.
And it's an element I purposely include in most of the conference promotions I write. Lines like, "you'll go from zero to speechwriter in three hours," session descriptions like "anything goes on this no-holds barred panel" and promises like, "goosebumps, guaranteed."
My theory is: Readers recognize this as a bit o' the old blarney, and they appreciate the effort.
But the key word in "the hint of the hustle" is "hint."
Last week I got an e-mail promotion from PR News editor Diane Schwartz, who I don't know from Adam Schwartz. (But I've looked her up on the Internets, and she sure looks like a nice person, doesn't she?)
The e-mail's subject line was: "Connecting on May 25th."
Hmmm.
I looked at my wall calendar. Had I forgotten about a meeting or a phone call with a Diane Schwartz on May 25th? Nope, the 25th looked wide open. So I opened the e-mail.
Dear David,
I'm writing to see if we can connect on May 25 during the PR News Public Affairs Conference in Washington, DC. I noticed you haven't registered yet for this one-day event, and I'm hoping you'll consider attending. The early bird rate ends this Friday!
This one-day conference will be packed with smart, practical tips and tactics for managing issues and public affairs initiatives, and it will give you a chance to connect with other smart people and learn, share and possibly partner. …
The letter went on. I skipped to the signature line:
Regards,
Diane Schwartz
Vice President & Group Publisher
PR News
Well, at least she didn't say, "Sincerely."
Diane Schwartz, you can hustle a hustler, but this is cheap trickery. There's a line between, and if you don't know where it is, then you're in the wrong business.
I had the same reaction: (1.) Wow, a note from the editor, (2.) Check calendar, (3.) What the?!? (4.) Delete
You’re right, Jeff. The tactic is as ineffective as it is tasteless.
I’m sorry, David, but I don’t see this as any different from any number of promotional e-mails I’ve received from you and one of your former employers over the years. Maybe I’ve just become so used to the hustle, just as you described, but this did not shock or offend me in the least.
Well, I appreciate the candor, Robert, but I do believe there’s a really bright line. I can’t speak for everything my former employer has put out, but I do believe I have always observed an important line between hyperbole and trickery.
I wish I’d collected all the promos I’ve ever written and we could debate everyone of them. But if you ever receive something that I wrote (I write copy for Vital Speeches and other McMurry stuff) that you think is on the wrong side of the line, send it to me and let’s hash it out right here!
I think it would be funny if 400 people all said, “Okay, I’m coming to the conference. When would you like to connect? Breakfast? Lunch? Cocktails? Dinner? How much time do you have for me? I’d like to connect for at least an hour to pick your brain about trends in PR, discuss some changes I think would improve your newsletter, and generally just get to know you a little better. Thanks for asking me to connect! Let’s confirm a time as soon as possible, since I’m sure you’re busy!”
Steve C.
I think it would be funny if 400 people all said, “Okay, I’m coming to the conference. When would you like to connect? Breakfast? Lunch? Cocktails? Dinner? How much time do you have for me? I’d like to connect for at least an hour to pick your brain about trends in PR, discuss some changes I think would improve your newsletter, and generally just get to know you a little better. Thanks for asking me to connect! Let’s confirm a time as soon as possible, since I’m sure you’re busy!”
Steve C.
I think it would be funny if 400 people all said, “Okay, I’m coming to the conference. When would you like to connect? Breakfast? Lunch? Cocktails? Dinner? How much time do you have for me? I’d like to connect for at least an hour to pick your brain about trends in PR, discuss some changes I think would improve your newsletter, and generally just get to know you a little better. Thanks for asking me to connect! Let’s confirm a time as soon as possible, since I’m sure you’re busy!”
Steve C.
I think that’s a great plan, Steve. I got that same email (of course–I’m sure we all did). Let’s just make a pact: next time she does that, we coordinate a response and write her back!
“A hint of the hustle” to describe good promotional material is brilliant. The reader’s brain should infer the hustle, while the material itself contains no outright hustle.
Conference survival guide:
Pick conferences that many friends will be attending, and/or in spectacular city.
Attend no sessions.
Spend all time hanging out with friends, or tour spectacular city.
I can dream, can’t I?
Yossi, what you describe is the way IABC International Conference USED to be. I haven’t attended in years, but my friends who do attend say that the personal connections are largely absent these days, at least partly due to the rampant use of social media. Everyone has their heads buried and their thumbs furiously texting and don’t notice the great opportunities for real connection in the hallways and hotel bars.