I just got home and like most Americans I open my mail over a garbage can in the garage. There was one letter that really stood out because it was “obviously” from a law firm. I instantly started thinking; what collection agency is after me, even though I have been extremely good for many years. Of course, that envelope gets set aside and brought into the house, which, I guess is the goal of a good direct mail piece.

Turns out the letter was actually a sales letter from a car dealer. I only read a few lines and threw it away but I do remember the dealer’s name. Why? Because I was tricked and the emotional response lodged that name into my brain! Do you think I will ever buy from that dealer? NO! Gimmicks do leave an impression and usually not a favorable one. 

At this years NAB convention I spoke a little on this subject. I strongly believe as Christian marketers that we must never compromise our integrity. No matter how bad we want to sell that new teaching series, that book or fill the sanctuary we must never compromise. When we do it will more often than not have a negative result.

This entry was posted on Thursday, July 26th, 2007 at 11:41 pm and is filed under Character, Just Me, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.