Imagine this: You own a chicken shack, and you need to sell more of your ten piece buckets. You decide to come up with a flyer and so you wonder, "Who should I target? Should I use the same piece for everybody or should I create different versions? Should I test them out somehow first?
The best representation of a company can sometimes be something as small as their business card. It is of the utmost importance to make a good first impression, but that small piece of paper that is left behind after the meeting can make an even better impression. From their attention to detail, paper choice, color, layout, to typeface: a business card says it all.
What has the world come to? Serif better than san-serif for readability you have got to be kidding me! Thats what I was saying to myself as Tom came to me to show me a little known and hidden fact in the doldrums of some of my most recent readings.
The word monopoly is defined as “company having exclusive ownership over a commodity or service”. There is a certain product that we create here that has been deemed a “monopoly” by a gentleman in South Carolina. It's our variable data tear sheets! They are one of a kind!
Driving to work this morning, I passed a billboard on my left.
As I looked to try and read it. As I read the headline on the billboard, I did a double take. (keeping in mind that I'm driving while reading, something that is important to consider if you waste your money on billboards in the first place)....
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Rick Hanshaw |
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The results have been amazing! I now understand the entire strategy behind his approach, and I see what I didn't see before. My clients constantly remark about the letter I sent and how mine was the only one they saved. It's all in the approach. Tom's instincts and guidance have been instrumental in building a reliable marketing system that sometimes works too well - what a terrible problem!! |
...The results have been amazing! ...  |
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"If the
prospect understood the proposition, he would not have to be sold
- he would come to buy." - James Patterson, Founder of National Cash Register |
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| Copyright © 2010 Tom Richard |