Zig When They Zag – And Stand Out
Copyright (c) 2009 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au/

The internet has become all the rage these days.

Don’t send a letter, pop it on an email.

Don’t mail the customer anything, pop it in an email.

In fact, let’s forget about letters altogether and do everything
electronically.

I’m as guilty of this as the next person.

But recently I received a thank you card and it made me think a
little differently.

You see, I receive (and appreciate) a bundle of emails every week
thanking me for the emails I send out.

And nothing makes me feel better than knowing that as I write
these emails from my lonely office, someone is reading them and
hopefully applying them.

However a couple of weeks ago I received something in the mail
which really stood out.

It was a thank you card from a guy called Greg Kumanovski from
Global Pictures. All it said was…

“Thank you for your regular emails with all the helpful ideas.
Have a great day”

But I’ve had that card sitting on my filing cabinet ever since
he sent it to me.

And I think there’s a lesson here for all of us.

Whether it’s thank you cards or anything else, consider sending
the hard copy version over the soft copy version.

In other words: when everyone else is zigging, why not zag and
stand out from the crowd.

After all, mail order should be far more effective these days
because nobody else is doing it.

For instance, yesterday I was chatting with a guy who sent out
his proposals via email.

He was getting a lot of proposals requests coming in every week
and would pretty much churn back a standard response with a
quotation.

I suggested he set up a system where he could send them out via
mail instead.

We worked out that all he would need to pay for the cost of the
mail is a 1% increase in response.

My bet is that he would get it.

Especially when all of his competitors are probably doing
everything via email as well.

So take a moment now to think of how you can do things
differently… and use alternative strategies to stand out from
your competition.

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Scott Bywater is a direct response copywriter with extensive
experience in B2B and B2C writing. Mr Bywater is the author of
Cash-Flow Advertising and More Customers Made Easy. You can gain
access to his copywriting and marketing tips via his entertaining
and eye opening “Copywriting Selling Secrets” newsletter
available at http://www.copywritingthatsells.com.au/