Shall We Play It Again, Sam?

On his blog Prevential, copywriter Derek Halpern suggests that marketers,“Do It Like Miles Davis Did.” Halpern says, “Miles Davis was able to stay relevant and on top of his genre by dramatically changing his style and approach every few years.”

Copywriter Dan Rieck thinks Australian rocker band AC/DC has a better idea. “These aging, stubborn dinosaurs give their fans exactly what they want: the same songs, the same sound, the same show, the same attitude. Why? Because new isn’t always better.”

In direct marketing, we don't have to wonder which song will sell. We continually test and measure. That way, we know who's listening and when to change up the tune.