The 3 ugliest words in marketing are "Or Current Resident."

Think about that for a minute. Where do you see that phrase? Direct mail.

These direct mail guys are supposed to be smart, but those words totally piss me off and make me feel like my address is more important than my name.

"Hey, we love you, [fill in blank]!"

What the hell kind of message does that send?

First off, direct mail is actually quite remarkable and the folks that are really good at it are pretty freaking incredible. The most awesome part of direct marketing is that you can laser-target your market and address people in a really personal way (by using their name).

But then they mess up all that direct mail goodness by inserting those 3 loathsome words, "Or Current Resident."

Makes you feel kind of special, doesn't it?