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)....
A customer of ours, fresh off a conference call with a fellow marketing expert, called me in a panic just before his piece went to press. The piece we were about to print had a strong headline in it, and he wanted to take a moment to revisit whether using a headline was a good idea or not.
Coming up with an appropriate title is one issues that some companies come across. Since starting, i have never had a fully established title. It something that is always on my mind and something that i have a hard time figuring out.
Here at work i do many different things such as create web sites or IT work. Well at some points i ended up have a million and one things to do and had problems keeping track of them and insuring things got done properly and ON TIME.
I listen to a lot of satellite radio, which means I get to hear a lot of great commercials. The commercial I heard this morning for Hyson Headache Medicine was NOT one of these great commercials. The composition of all the elements was very well done, but the components they used for their argument were horrendous. Here is their headline: "Not tonight Honey....
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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 © 2013 Tom Richard |