~~~90% visual and 10% copy...might mean the graphics artist is in charge and the marketing objective could be at risk. A recent GBC bound direct mail piece received in our office had a very stylish preprinted cover with a 2.5 X 3.75 die cut opening for the headline. In other words, the marketer, the person writing the headline required to pull the recipient into the document, has only 10% of the page to develop the hook to draw the reader in. In this case, the marketer (economic developer) lost.

~~~Quick recovery...In the situation described above (90% visual), the mailing is already out the door before the problem becomes evident. So, how does the sharp marketer recover? An effective recovery could be to follow the "oops" mailing with a post card - strong headline, minimal graphics - mention the prior mailing and give the option to call for information.

~~~That's ugly man..."The average direct mail piece has a life-expectancy of under two minutes after it reaches the prospect's hands (and that's making the huge assumption that it didn't get immediately tossed). That means, in the precious few seconds you have the prospect's attention, you need to communicate your main points quickly, and do so with such great impact that you cause the desired response." Ugly can be beautiful! SoftMail Direct, a div. of Interactive Communications International

http://www.softmail.com/MarketingResources/SMDFrameSurvivalHB.html

~~~When you neglect to set out your own ground rules, by default, you play by someone else's. Terri Lonier, Working Solo, Inc.

~~~Tired of searches...that require several web search engines to find that illusive nugget of information? The fact that no engine covers the entire web has led to the emergence of "meta-search" site. A meta-search site submits your search to a number of search engines at once and displays the consolidated results. Check out these meta-search sites: http://www.mamma.com/, http://www.cyber411.com/main.htm, http://www.dogpile.com/, SpeakerNet News, R. Morgan & K. Braley 6/19/98

~~~Seldom more than six...Most people think of networking as developing a list of contacts that could turn into new clients or lead to new clients. No doubt this is a part of networking, but years ago we were impressed with the findings of a study that found that people are seldom more than six people away from the person who could help solve a troubling problem or find someone who can provide needed help. The same principle is imbedded in the concept behind the successful board game "Six Degrees of Kevin Bacon". True networking is about working proactively to include people who can do what we can't, people who know things we don't, people who have resources we don't have access to and people who know others we need to know. "How to Be a Star at Work" Robert Kelley

~~~With unsettling speed...two forces are converging: a new generation of business leaders is rewriting the rules of business, and a new breed of fast companies is challenging the corporate status quo. Fast Company (magazine) aims to be the handbook of the business revolution. Worth checking out at the news stand or on-line. http://www.fastcompany.com

~~~Just like AA..."Thanks for the tidbits in the electronic marketing letter... glad to see you in this end of the sales process. Yes, I said sales and yes that is what we do everyday. It's just like AA, when we admit what we do it helps us recover quicker!" Chris Clifton, CED, Memphis, TN

~~~Headlining...in direct mail means using the envelope to draw an audience into the content of a direct mail piece. Often overlooked, the envelope face (opposite the address block and slightly lower) can be a valuable space for communicating a powerful message. This space can also be used for a periodic "Address Correction Requested" to help keep the database fresh.

~~~On the entrepreneurial debate..."I disagree that entrepreneurship is a drain on the local community. Successful entrepreneurs know when and how to outsource. This creates an economic ripple effect that has yet to be measured, but could be significant. The risks of promoting entrepreneurial growth as an E.D. policy are few. Those that make it big, as many indeed do, are outstanding tools for marketing your area. Such businesses project a positive image on your business environment." Kevin Monahan, University of Florida, Coordinator of Entrepreneurial Education, KMonahan@coj.net (responding to ED Marketing Letter, 8/98)

~~~"Killing me!" comes from Canada in response to the same topic on the ineffectiveness of encouraging entrepreneurial growth. The time invested does not validate the outcomes, per economic developer and successful entrepreneur Peter Myall.