#18 The Dirty Little Secret Behind Surveys

ISSUE #18 – Wednesday, August 8, 2018

Posted by Denny Hatch

THE DIRTY LITTLE SECRET BEHIND SURVEYS

“I upped my revenue. Up yours!”

            Above is a sample from a current GOP online survey.

In 1984 Peggy and I founded the newsletter and archive service WHO’S MAILING WHAT! Over the next 20+ years I wrote about hundreds of direct mail efforts and archived thousands of mailings in more than 200 categories.

Among mailings regularly received were fundraising efforts with surveys from political parties (DNC, RNC, NRCC plus PACs and individual candidates).

All were phony-baloney scams.

The basic message was that the committee, PAC or individual candidate deeply cares and wants your input.

Enclosed was a survey with YES/NO questions plus opportunities for essays to offer ideas and to vent.

Always included: an urgent request for cash.

How surveys were processed

Many years ago I called a contact at the NRCC (National Republican Campaign Committee) and asked him about one of his survey mailings.

“Why do people fill out surveys?” I asked.

“A politician asking for advice is flattering. People love talking about themselves. Once a voter answers the first question, he's hooked. With a survey he believes he can make a difference. And he’ll send money hoping his responses go direct into the candidate's ear.”

“Adding a survey in direct mail is expensive,” I countered.

“Surveys always lift response and always bring in more cash than non-survey mailings. Great PR. They make the guy feel worthwhile.”

“And how do you process the surveys?”

“We throw ‘em out. Nobody gives a damn what these people think. We just want their money.

Surveys in the Internet age

Before the Internet, answers to surveys were hand-written. Deciphering the handwriting was tough and—if saved—would have to be data-entered via retyping. That means more staff and spending more money.

With the advent of the Internet—and universal use of the QWERTY keyboard—survey answers are electronic and salvageable. They can be digitally forwarded to the electronic dossier on every individual person in myriad clouds all over the planet and sold to anybody with cash.

Takeaways to Consider

• The seven key copy drivers—the emotional hot buttons that cause people to act—are: fear—greed—guilt—anger—exclusivity—salvation—flattery.

• The most powerful: fear, greed, anger and flattery.

• A survey asking for advice is hugely flattering.

• Involvement devices (e.g., surveys) always lift response.

• Surveys always result in more money.

• Today pollsters collect voter data.

• It still makes sense to cash the checks and chuck out the surveys.

• Or share survey results with the responders in an A/B split. Half get the results; half do not. Which half is more profitable long-term?

• Always send an effusive thank-you letter dripping with flattery and ask for more money.

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