Received what appeared to be a hand written envelope in the post. Opened it, and it was an apparently torn out full page from a newspaper, with a full page relating to a business & marketing section, which was actually a clever advert for a marketing firm, peddling a bunch of business CD's.
Even better, attached to the top of the newspaper (which had a genuine reverse side of stocks and shares, which made it look authentic) was a yellow post it not, hand written with:
"Steven
I saw this and thought of you. This guy is brilliant. Have a look at his website"
Signed "J"
Very very clever, other than the fact only my mother calls me Steven, I was trying to work out who I knew with a name starting with J.
Nice to see a fresh marketing approach, and I bet a few people have been taken in, although the
I saw that this morning and thought it was brilliant, it was on my colleagues desk and of course thought it was a genuine cut out. I did think the handwriting the post it note looked printed, but then just dismissed it as someone with very neat handwriting!! I was so taken in i was going to suggest getting it to the boss, then read your post and feel a bit cheated! lol. Great idea though. Perhaps I ought to do something to people with an article about why getting a DNA retune would be perfect. for them!!
Chris Cardell. Have got to admit that his marketing team have done a good job. I am sure that a good % will sign up to the website and a few of those will sign up to his seminars. Credit-Manager.Net
Yes, I received one as well. It certainly struck a chord with me, as we are currently promoting "handwritten direct mail". It Holborn Direct Mail 020 8683 7155
Interesting to see a variety of blogs and forum posts on this topic. I wonder if what initially started as an original marketing idea, has actually damaged his credibility? Be great to know conversion rate versus disgruntled peeps never to darken his door. Was it a success or could it be something that haunts him I wonder? Chris Cardell - Almost fooled by clever junk mail? | SEO Creative blog
We received another of these letters, addressed to someone else here, from the Chris Cardell team, two days later. The envelopes and post-it notes certainly appear handwritten, the ink even smudges. On closer inspection, the address blocks under the name on the envelopes are too identical to be handwritten, and so too are the post-it notes. It's only that we received two here, that we are able to see that it all must have been done by machine. Holborn Direct Mail 020 8683 7155 |
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