Impression Engineers | Information Design Specialty Products

I admit it. I’m addicted. I first noticed how bad my addiction was in Missouri, two weeks ago. Then, last night… the urge was so strong, the guilt so painful that I realized I might need some good old-fashioned withdrawal therapy…

I know I’m as guilty as most (if not more). I carry my Blackberry (and sometimes my laptop with my Blackberry) everywhere. I was even one of those "talking-heads" with the "borg-looking" headset (until my dog ate it).  I think he was trying to tell me something. Anyway, that should have been my first clue. The second clue should have been the freeing moment I felt when I did not have to strap "that" to my ear every morning…

Last night though was the defining moment. I left "it" at home while I went to dinner with my kids and their friends. I didn’t intend to leave it at home… it just happened in my rush to get out the door on time.

The instant I got home I picked up the "addiction," and noticed 5 missed calls and a half-dozen emails… it surprised me the "guilt" I felt—I had been out of touch, (and I’m old enough to remember life before voicemail)…

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Direct mail is in a revival these days. Even Microsoft recently sent out a direct mail campaign to market adCenter, their online paid ad service. Imagine that, direct mail ads to advertise an online ad service!

Direct mail can be an effective way to target select markets, if done correctly.

How do you make your mail stand out from the rest? 

• Start with a clear message and an easy-to-understand call to action.
  What you want them to do?
• Use only graphics that help tell your story.
• Don’t pack everything in your piece, give them a reason to contact you.
• Be generous with white space. It is important to allow the reader’s eye to rest.

Clicked the red ruby shoes to bring you this week’s Best Impressions–I’m somewhere over the rainbow–Oz perhaps, as I’m writing today’s newsletter from a cave somewhere outside of Kansas City.

I’m taking computer training on developing online learning courses at the International Academy of Science. I know that still doesn’t explain why I’m writing in a cave, well, the Academy is located in an old limestone quarry – underground, yes underground (if it looks like a cave and feels like a cave, it must be a cave….) Maybe,  I’ve seen to many spy movies… but it sure feels odd working on computers deep in a cave. Just waiting for James Bond to wander by…

I’ll write more next week on what I’m learning, but wanted to follow-up on last week. Some of you asked me; "How do you determine what they want…"  when I mentioned that excellent businesses go one step beyond (+ one) to exceed customer’s expectations.

How do I know they do or don’t desire red ruby shoes?

Here’s a easy-to-use formula for a successful sale.

Decide what you need / want.

+ [Determine what your customer wants + one]

Results: Win/Win sales situation