Ok… With my latest blog post (http://www.jonasellison.com/isnt-direct-response-sleazy-obnoxious/), I’ll compare people’s judgmental views of direct response to an obnoxious family member.
– We all have that one family member. Usually an uncle (we’ll call him “Uncle Ray”). He drinks too much. Maybe smells like a rancid combination of Jim Beam and Old Spice. This is the Hot Biscuits video.
– We also have that family member we love being around (weird how it’s usually an uncle as well – “Uncle Ken” in our example). He listens to you more than your parents. He’s interesting. Helpful. Fun-loving. Smart. Well-liked by family and friends. And he always invites you to do cool things that you’ve been wanting to do for awhile (that your parents would never invite you to). This is Basecamp.
– Most people see uncle Ray in their minds when they think of direct response. It’s a bummer, but a lot of it is, unfortunately, emblematic of him.
– But the GOOD direct response is more like uncle Ken. This is the direct response we want to focus on.