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It's A "Cheesecake Contest" Out There!
Every year a major NY department store sponsors a "best cheesecake" contest (i.e., baked goods, not semi-naked women). People from all over the nation bake cheesecakes and submit them for final judging. How do the judges pick the best cheesecake out of the thousands they receive? Good question! The same applies to your promotional program. Does your promotional "recipe" cause you to get noticed ahead of the competition? Perhaps it's time for you to add some new ingredients to your marketing mix - different brochure, post card campaign, new mailing list, different networking group, Web marketing, or approaching a marketing segment you haven't in the past. A little change can make a big difference. It's a contest out there! Try something new and be a winner.
A Great "Typo" Remedy
Illustrator Andy Attiliis of Vienna, VA (703-759-4283) has a clever remedy for the already-printed word. Seems Andy found a typo on one of the brochures he had printed as part of a promotional package he was preparing for mail out. Time to reprint? No way! He devised a sticker with the headline: "Find the Typo On This Mailer & Win" and placed it on one of the postcard illustration samples within the package. The prize: An Open Edition Version of the postcard illustration for anyone who could find the typo, circle it and fax it back to him. The result: no additional printing expense and prospects who review all his promotional material.
Tighten Up Your Sales Letter Copy
Needless copy clutters up a sales letter and can be distracting to the prospect. Eliminate useless words like "very, quite, rather, also and presently". These are useless words that add nothing to the sales message. Be on the lookout for the number of times you use the words "the", "a" and "an". Many times these words can be eliminated without harming the message.
Show and Tell Business Cards
A business card should tell what you do. But if you use your imagination, you can "show and tell" Some examples:
- a professional tutor uses a bookmark as a business card
- a photographer uses a reduced-in-size photograph
- an interior designer prints business contact info on heavy wallpaper swatches, then cuts the material down to business card size