DIARY: OK, so your tactic got our attention

We should just stop opening our mail. It’s gotten that silly.

We should just stop opening our mail. It’s gotten that silly.

We should just stop opening our mail. It’s gotten that silly.



Last week’s mailbag contained a promotional piece that appeared to be

culled from the July 1999 issue of Executive Focus. What caught our

attention was a handwritten message on a yellow Post-it note that read,

’(Our first name). Try this. It works! J.’



We found it fascinating that ’J’ took the trouble to pen a personalized

note. The problem? We don’t remember any ’J.’ So we called the number to

talk to ’J’ and hopefully, learn where our paths crossed. Was he/she a

pen pal from years ago? A wack-job trying to get some play in

PRWeek?



Tragically, we were informed that ’J’ - who has sent out many of these

personalized appeals - does not exist. It seems ’J’ is simply part of a

marketing approach that, based on the number of letters others have

received from ’J,’ must have been incredibly successful.



As always, caveat emptor.



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