Nice. Dumb. Plus...
NICE
Last week, I received a mailing from Rogers Wireless, my cell phone company. And as I discovered when I saw the flap of the envelope, it wasn’t just from the company; it was from their President, Rob Bruce.
With it coming from El Presidente, I expected that I was in for bad news – like they wanted to thank me for my loyalty but were raising rates. But no. All Rob wanted to do was say thanks, tell me how they’re striving to offer even better service in future, and to wish me happy holidays.
TIP: If you want people to be more responsive to your sales mailings, try sending them something every once in a while that doesn’t try to sell them anything. After receiving a “just thought I’d drop you a note” mailing, people will keep looking for more of the same.
DUMB
Coincidently, I also received a package from the Toronto Blue Jays, who play in the Rogers Centre in Toronto, which is owned by Rogers Wireless’s parent company.
And why were the Jays writing me? To try and talk me into buying a pack of 10 or 15 tickets to see them play…3000 miles away!
OK, I was at a couple of Jays games this year but, prior to that, I hadn’t been in about 20 years. So why did they waste their money sending me a full colour package of materials?
Save your dough on mailings like these, Jays, and spend it on players. Maybe you’ll field a better team next year and people will be begging you for tickets.
TIP: Sure, look under rocks to find new potential customers. But also use a little common sense.
GOOD START. QUESTIONABLE FINISH.
The Canadian Wildlife Federation sent me a glorious, colorful calendar featuring animal photos. It led me to say to myself, are they crazy spending this kind of money on a prospecting campaign?
But they had the wisdom to write in their first sentence, “When we began sending out these free calendars, people said we were crazy!”
Good move! They disarmed me totally. So I kept on reading to see what other arguments of mine they could overcome.
It was a pretty decent letter. But it ended with a PS. Which was followed by a PPS. Which was followed by a PPPS.
I’ve tested PPS’s and have never found that they worked as well as a singular postscript. If the PPPS works in this mailing, I sure hope they’ll publish the results. They may turn at least one skeptic into a believer. His name would be…
Dr. Bob
P.S. Questions? Email me at symbiomarketing@telus.net
P.P.S. Comments? Same thing.
P.P.P.S. Want to subscribe to my “Rants ‘N Raves” newsletter? Ditto.
P.P.P.P.S. OK, enough.
Last week, I received a mailing from Rogers Wireless, my cell phone company. And as I discovered when I saw the flap of the envelope, it wasn’t just from the company; it was from their President, Rob Bruce.
With it coming from El Presidente, I expected that I was in for bad news – like they wanted to thank me for my loyalty but were raising rates. But no. All Rob wanted to do was say thanks, tell me how they’re striving to offer even better service in future, and to wish me happy holidays.
TIP: If you want people to be more responsive to your sales mailings, try sending them something every once in a while that doesn’t try to sell them anything. After receiving a “just thought I’d drop you a note” mailing, people will keep looking for more of the same.
DUMB
Coincidently, I also received a package from the Toronto Blue Jays, who play in the Rogers Centre in Toronto, which is owned by Rogers Wireless’s parent company.
And why were the Jays writing me? To try and talk me into buying a pack of 10 or 15 tickets to see them play…3000 miles away!
OK, I was at a couple of Jays games this year but, prior to that, I hadn’t been in about 20 years. So why did they waste their money sending me a full colour package of materials?
Save your dough on mailings like these, Jays, and spend it on players. Maybe you’ll field a better team next year and people will be begging you for tickets.
TIP: Sure, look under rocks to find new potential customers. But also use a little common sense.
GOOD START. QUESTIONABLE FINISH.
The Canadian Wildlife Federation sent me a glorious, colorful calendar featuring animal photos. It led me to say to myself, are they crazy spending this kind of money on a prospecting campaign?
But they had the wisdom to write in their first sentence, “When we began sending out these free calendars, people said we were crazy!”
Good move! They disarmed me totally. So I kept on reading to see what other arguments of mine they could overcome.
It was a pretty decent letter. But it ended with a PS. Which was followed by a PPS. Which was followed by a PPPS.
I’ve tested PPS’s and have never found that they worked as well as a singular postscript. If the PPPS works in this mailing, I sure hope they’ll publish the results. They may turn at least one skeptic into a believer. His name would be…
Dr. Bob
P.S. Questions? Email me at symbiomarketing@telus.net
P.P.S. Comments? Same thing.
P.P.P.S. Want to subscribe to my “Rants ‘N Raves” newsletter? Ditto.
P.P.P.P.S. OK, enough.
posted by DoctorBob | 12:23 AM
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