example #5 - royalty rewards™ program by rory fatt
example #6 - b2b marketing using oddball holidays
example #7 - gage memorial day ad
12) Sampling Some Really Outrageous Ideas
no limit to how OUTRAGEOUS you want to be?
the wizmark interactive urinal communicator
the b2b “foot-in-the-door” mailer
13) Putting All The Pieces Together
one…the worst number in marketing
realizing the business you’re in
the bob davidson ford campaign
the infusion software campaign
the glazer-kennedy super conference campaign
Appendix A - The 100 Greatest Headlines Ever Written
Appendix B - Holidays To Inspire You
Appendix C - “Out To Save The Retail World From Mass Destruction”
1) Take The OUTRAGEOUS Path To OUTRAGEOUS Success
This is about taking the OUTRAGEOUS path and getting noticed.
OUTRAGEOUS doesn’t always mean getting wild like me in a straitjacket. It can be as simple as changing the font in a letter you send off to prospective customers so that it looks like you wrote it with your own hand.
By the way, if you’re wondering how to get your picture taken in a straitjacket, it’s not as hard as you think. The first time I did it, I just rented one from a local costume store and had one of our staff take my picture with a digital camera. The one that you see on the cover was actually taken by a professional photographer in Dallas, Texas. (Douglas Bryan is a professional photographer who specializes in OUTRAGEOUS shots, including placing you in a straitjacket. He can be reached at (972) 642-2842 or through his web site www.bryanphotography.com.
the path less traveled, think differently
The first mass-produced handwritten sales pitch I’d ever seen was a letter that was sent out by Dan Kennedy. He first saw this tactic used in a letter written by political candidate Ron Paul. As soon as I saw it, I knew that it was something different, and I’ve always looked for ways that others have used to cut through the clutter (see chapter 10).
It’s not easy. The clutter of advertising messages can be overwhelming, but you must cut through it and understand that of the three possible answers—yes, maybe, or no—you have the best chance of getting a “yes” or “maybe” if you do something OUTRAGEOUS enough to get noticed. So I decided to try it at my retail store, Gage Menswear.
Handwrite a letter to my customers? OUTRAGEOUS!
But mine was more than just handwritten; it appeared spontaneous with big letters and small, wildly drawn parentheses, scratch-outs, and hand-drawn arrows pointing to a side note. And it was on yellow legal pad paper. Plus, get this—it was five pages!
C’mon! No one sends out a five-page handwritten sales letter. No one! I mean, who would read it?
Well, it turned out that lots of people read it. But more on the results later. First, take a look at the letter.
As you can see, there is a lot of copy in a five-page handwritten sales letter. But here’s the thing: it’s not blah, blah copy; it all serves a purpose. And if you study the letter, you will see there is even more. I will summarize the approach.
OUTRAGEOUS yet systematic
This approach was not simply OUTRAGEOUS. There was madness, sure. But there was definitely a method to my madness.
I am about to give you an outline of the five pages. You can certainly see the progression and, in fact, the elements of OUTRAGEOUS advertising, which you will learn in detail in chapter 5.
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OUTRAGEOUS resource City Print specializes in printing on legal pads. To contact City Print, call 1-866-907-1222 or visit http://www.cityprintusa.com. |
Page #1 of Bill Glazer’s award-winning five-page handwritten sales letter written on a yellow legal pad. You can see this in full color when you claim your FREE CD of all of the exhibits in this book by using the form on page 312.
PAGE ONE - The first page, as you can see, introduces that a sale is going on, why I am writing the letter, and that the recipient of the letter is a preferred customer. I also note that the business