Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 14

As you saw in the preface, this five-page handwritten letter won the prestigious Multi-Media RAC Award at the 2002 Retail Advertising Conference.

But winning an award doesn’t pay the bills. Money pays the bills, and this advertisement was my most successful ever. At my menswear stores, I had many successful campaigns. In fact, from 1996 to 2006 I delivered eighteen direct mail campaigns per year—each and every year. That totals 180 different campaigns. While most of them were successful, the five-page handwritten sales letter printed on yellow legal paper received the highest response of any of them.

Who responded? Presidents of banks responded. Board members of Fortune 1000 companies showed up for our sale. Accountants responded; doctors responded; lawyers responded; and they came to our sale because they saw a piece of mail in their mailbox that could not be ignored.

It looked handwritten. It looked important. So when the bank president/doctor/lawyer came home from work, his wife gave him an envelope and said (we were later told), “You’ve got to see this. It looks important.”

And it was important, OUTRAGEOUSLY important!

Now think about what I just said to you. People who you would normally think would not respond to five pages of UGLY handwriting responded. These are what we would normally categorize as educated, professional, affluent people, and they responded to a handwritten sales letter.

Whenever I deliver a seminar and show many of my OUTRAGEOUS examples to the attendees, there’s always one or two of them who come up to me after I finish speaking and say, “While what you showed us was great, my customers won’t respond to that kind of advertising because they’re too sophisticated for it.”

No, they’re not! If it’s interesting, people respond. Just as all kinds of people responded to my handwritten sales letter, they’ll respond to your OUTRAGEOUS advertising. Everyone responds to OUTRAGEOUS advertising.

That’s why I wrote this book—99 percent of small business owners are dissatisfied with the results they get from their current advertising. But it doesn’t have to be that way. I am here to help. Remember, EVERYONE responds to OUTRAGEOUS advertising.