The most successful business-to-business mailing I ever produced was early in my career, for a company called Acro Automation (http://www.acro.com*).
Shortly after that mailing the government called an abrupt halt to the sale of this byproduct of monetary obsolescence. They apparently didn’t appreciate my use of ex-money to generate more of the real stuff. But the lesson had been duly noted. I had learned how to reach out and grab the reader by the imagination: Be unique and outrageous.
I was reminded of this lesson when I read Seth Godin’s account of marketing one of his books. Read his story and take heed. Reconsider that me-too mailing you were planning for your next promotion. Why settle for average when you can break records — and in the process, accumulate great stories, such as mine about the Treasury, and Seth’s about his similar, bureaucratic battle with International Paper?
*I had nothing to do with their current web site, by the way, but I was involved in the acquisition of their four-letter domain name. At the time I had no idea how rare these would become. I was also responsible for another one of those: www.sofa.com. If I only knew then what I know now, I would have treated these as the valuable client assets that they are!