Mispelings...

It's easy to overlook typos & misspellings. Here's why:

"Aoccdrnig to a rscheearch at an Elingsh uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht frist and lsat ltteer is at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae we do not raed ervey lteter by itslef but the wrod as a wlohe." - source unknown

Snopes is "undetermined" on if the research exists. But the paragraph proves it's point.

Our brain can gloss over mistakes.

Takeaway: Proof all your marketing materials. Then ask someone else to double check it for you.

Here's the next postcard in our promotional series: sassomarketing.com/3
(Don't tell me if there's a typo. It's too late!)

R E S P E C T....

More than 400 Chicago city workers lost their jobs last week. This is because two unions out of more than 20 chose not to make concessions.

Chicago's Mayor Daley is the ugly face of the layoffs. Politics aside, I respect him. He is willing to take the heat for the layoff decision -- even if it was a staff member's recommendation.

But, I have no idea who the union leaders are. I didn't see them standing in the spotlight taking responsibility. I guess it's human nature. But human nature often runs counter to character.

More marketers need to be responsible. They need the character Daley exhibited.

We like to buy from people we like. But we must trust and respect them.

As a salesperson or marketer, are you willing to take the heat? What do you do when a product or service fails? Do you take responsibility -- or do you pass the buck?

Nobody is perfect. Problems arise. It's how we deal with those problems that makes the difference.

Takeaway: Character counts. If you take responsibility, respect will follow. Sales are just the side effect.

Vision...

I've worn glasses since I was three.

I rarely even realize I'm wearing them.

Until recently.

I'm getting to be "that age". Now, when reading, I find myself looking around my glasses.

It's time to consider either separate reading glasses -- or (gasp) bifocals.

It's not the learning curve of bifocals. It's pride. I want to hold out on getting "old".

With today's technology, no one would ever know. But I would.

The same thing sometimes happens in marketing.

We'd rather not see changes, so we resist admitting to them.

But things change. Customers. Products. Marketing. Media.

Just as I am being foolish looking under my glasses than getting a working pair, marketers can be equally foolish by not changing with the times.

Takeaway: Times change. Are you?

What Was It...?

I'm swamped this week.

So, instead of an object lesson, I have a history lesson.

Here's a famous 1958 McGraw-Hill ad...



















It reads:

“I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now — what was it you wanted to sell me?”

MORAL: Sales start BEFORE your salesman calls.

Takeaway: As true today as it was in 1958 -- advertising pays.

[By the way, see the next ad in my direct mail series...]