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Add You - Sometimes I like To Be Teased
I am a trucker's wife. But I'm also a trucker. As such, I am in a unique position to know what it's like to be married to a truck driver AND what it's like to BE a truck driver.A trucker's wife may want to be a help to her husband when he's on the road and also be a blessing to him when he is home. But without an understanding of what it's like to be a truck driver, they may misunderstand some aspects of the job. And the trucker husband, being a man, generally doesn't know how to vo
The envelope, although squared in format was plain with nothing on the mail panel except my lasered address and a lasered First Class Ind
The Marketing Budget – Where To StartAs a new business, there is precious little historical information that can be used to guide the creation of a marketing budget. As a default, many companies will use industry standards as guides (very typically, the "average" will be somewhere between 2% and 5% of gross sales). Unfortunately, as with any industry standard, it does not represent the unique needs or strategies of any individual company. Relying on a "formula" to
But sometimes I like to be teased! Frequently, companies assume too much when sending out direct mail. No matter what type of company you are, if you don't play your cards right, you run the risk of watching your direct mail program go down the toilet or worse, your brand damaged in the eyes of your most profitable customers.
A month ago I received a beautiful invitation to a special and worthy event. An event benefitting The Breast Cancer Research Foundation with a special sales event with all proceeds going towards the charity. It was sponsored by COACH, the high-end retailer of leather handbags and other "Must-have" accessories and Allure, the fashion magazine.
The invitation gave no misconceptions—this was an exclusive event. It was printed on double thick finely textured uncoated paper with the text letterpressed, giving a very personal and handmade feel. The invitation was well-written, simple and bold and was in a nice clutterbusting square format. It had all the makings of a perfect invitation and not only would I have loved attending, I probably would have spent a lot of money for a worthy cause.
I say that I would have loved to attend because I didn't. I didn't attend because I didn't open the invitation until the day after the event. Sure I received the invitation a full month in advance of the event so it was not a matter of blaming the postal service. The problem was in the outer envelope.
The envelope, although squared in format was plain with nothing on the mail panel except my lasered address and a lasered First Class Indi
In order to make it in today’s business world you have to become an expert in whatever it is you are selling. One of my friends, Craig S., said to me a few weeks ago “Jeff first you are selling computer parts, then software and now movies and each time no matter what you are dealing with you know everything about that product, How do you do that?” If you are dealing in cosmetics or bathroom accessories or whatever you must learn everything there is to know about your products, you have to
But sometimes I like to be teased! Frequently, companies assume too much when sending out direct mail. No matter what type of company you are, if you don't play your cards right, you run the risk of watching your direct mail program go down the toilet or worse, your brand damaged in the eyes of your most profitable customers.
A month ago I received a beautiful invitation to a special and worthy event. An event benefitting The Breast Cancer Research Foundation with a special sales event with all proceeds going towards the charity. It was sponsored by COACH, the high-end retailer of leather handbags and other "Must-have" accessories and Allure, the fashion magazine.
The invitation gave no misconceptions—this was an exclusive event. It was printed on double thick finely textured uncoated paper with the text letterpressed, giving a very personal and handmade feel. The invitation was well-written, simple and bold and was in a nice clutterbusting square format. It had all the makings of a perfect invitation and not only would I have loved attending, I probably would have spent a lot of money for a worthy cause.
I say that I would have loved to attend because I didn't. I didn't attend because I didn't open the invitation until the day after the event. Sure I received the invitation a full month in advance of the event so it was not a matter of blaming the postal service. The problem was in the outer envelope.
The envelope, although squared in format was plain with nothing on the mail panel except my lasered address and a lasered First Class Ind
There’s nothing different about my product. How am I going to sell it?Between the product and the consumer exists the vital differentiating element; the advertising agency and its creative and commercialising ability. The product, as uniform as it may be, can be managed and propelled into the consumer market from the expert hand of the agency. If the market is extremely well researched and there is a considered and inquisitive approach from the agency, certain insights and intricaci
The invitation gave no misconceptions—this was an exclusive event. It was printed on double thick finely textured uncoated paper with the text letterpressed, giving a very personal and handmade feel. The invitation was well-written, simple and bold and was in a nice clutterbusting square format. It had all the makings of a perfect invitation and not only would I have loved attending, I probably would have spent a lot of money for a worthy cause.
I say that I would have loved to attend because I didn't. I didn't attend because I didn't open the invitation until the day after the event. Sure I received the invitation a full month in advance of the event so it was not a matter of blaming the postal service. The problem was in the outer envelope.
The envelope, although squared in format was plain with nothing on the mail panel except my lasered address and a lasered First Class Ind
It is too easy to become a recruiter. I suppose that can be said for a variety of disciplines, but I would wonder how closely those positions affect the bottom line the way recruiting does. A company is powered by its people and the gas of that engine is recruiting. Staffing professionals know this, C-level executives are aware of the fact and likewise savvy investors who bet on the jockey rather than the horse they ride on. However, across many organizations the staffing department is gru
I say that I would have loved to attend because I didn't. I didn't attend because I didn't open the invitation until the day after the event. Sure I received the invitation a full month in advance of the event so it was not a matter of blaming the postal service. The problem was in the outer envelope.
The envelope, although squared in format was plain with nothing on the mail panel except my lasered address and a lasered First Class Ind
Who is Ashton Sanders? I realize that many of you have no idea who Ashton Sanders is, so I thought I would do a quick post about his past.Ashton Sanders was born in Los Angeles, and joined the cub scouts when his younger brother got into tiger cubs. They were both the goody-two-shoes of their public school in Los Angeles. When he finished 6th Grade, he transfered to Delphi Academy of Los Angeles.Ashton Sanders always loved sports. He was on the soccer team my four high school
The envelope, although squared in format was plain with nothing on the mail panel except my lasered address and a lasered First Class Indicia. The flap of the envelope carried a simple COACH logo. The problem with this mailer was it assumed that the format and the COACH logo would be enough to get me to open this invitation. The problem with this mailer is I had no idea it was even an invitation.
I receive a lot of mail. I consider myself a student of direct mail so, in turn, I subscribe to everything I can get my hands on. Although a square envelope broke the stack of my business #10 envelopes, and the weight of the double thick paper felt intriguing, the lasered address told me this was a mass mailing and the logo on the back was invisible to me.
So what could COACH have done better? First, they could have put the logo in the traditional upper left corner of the envelope. The COACH brand carries a cach?. Any type of correspondence from the retailer would get attention. I frequently design outer envelopes to carry the logo on the back flap but this is only if there is a compelling teaser or image on the mail side where the addition of the logo would be distracting to the message.
Secondly, a teaser would have been appropriate here. This was a one-night event. There was a needed sense of urgency for this time-sensitive offer. The teaser could have approached it three different ways:
1. Play up the Brand:
"A Special Event from COACH"
2. Play up the Cause:
"A Special Event for the Breast Cancer Research Foundation"
3. Play up the Exclusivity:
"An Exclusive Invitation from COACH"
Any of these approaches would have caught my attention the day I rec
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