LETTER: Test Your Articles Before You Print Them
For most of the 15 years I've been reading DM News, your pages have been filled with the knowledge, advice and opinions of most of the industry's legends. These articles contributed to my own personal credo, "I will help my clients sell more goods and services more profitably." I know it's nothing revolutionary. However, that credo has always led me to evaluate the content of your articles by asking, "How will this help me help my clients, etc.?" Increasingly, as I read article after article by "Flash-in-the-pan Consultant A" (one of whom dared to insult the memory of David Ogilvy) or the president of "Here Today, Gone Tomorrow.com," I find the answer to be, "I don't know." Perhaps, you might wish to consider applying a similar test before publishing an article: "How will this help our readers, and what proof do we have that it will?"