A few years ago, I received an envelope in the mail containing a pen with my company name on it. The company who sent it was obviously trying to stimulate interest by showing me what was possible. That’s Promo 101.
It was a good idea except for one thing: They got my company’s name wrong.
The name of my company is Aspire For. Here’s a picture of the pen…
For a guy named Farquharson, getting the name right is a thing. Not a small thing, a big thing; to the point where I’ll ignore and even expect it to be wrong and comment when it’s right.
Pretty hard to screw up Aspire For, but somehow they managed.
The only time it is acceptable to make this kind of mistake is when you are trying to get noticed. For example, a direct mail piece went out years (and years) ago and the response rate was crazy-high. Both the client and the print/mail company were scratching their heads trying to figure out what happened. It came down to the fact that the postage stamp on the envelope was slightly askew, giving the impression it was hand-applied and therefore not junk mail. To this day, this “mistake” is occasionally engaged to get the piece to stand out.
But for the rest of us, we need to do our best to get it right.
The pen is long gone. I used it, laughed, and tossed it. The only two things that remain are the story and my reaction to receiving it:
I sent them a “you thank” note.
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Make no mistake, the Sales Vault will help you grow your sales. In November alone, you’ll learn how AI can help you sell more Promo as well as dozens of other lessons. Go to SalesVault.pro or call Bill Farquharson at 781-934-7036.
