Today’s Word: aleatory (adjective) – Aleatory (AY-lee-uh-tor-ee) means random, dependent on chance or luck. As used by Sean Macintyre: “My scope is wide and my organizational practices… aleatory.”

Did You Know?: The average woman spends the equivalent of a year of her life deciding what to wear.

Worth Quoting: “A man can be destroyed but not defeated.” – Ernest Hemingway


Check It Out

The Return of the Checklist

The first big direct-response promo I wrote had an order form that included a checklist to “qualify” candidates. I tested it against a conventional order device (one that had no barriers to enroll) and it actually outpolled it by a bit. And the lifetime value of the customer was much greater.

After I did it, others imitated it. And then, gradually, the checklist disappeared from the market. Whether that was a rational response to testing or an instinct that said “easier is better” I don’t know. But I thought it was interesting to see someone doing it again.