Question of the Week for the Masters

Q: Was there anything that came across your desk (or screen) last week that made you think: “Wow … that’s good. Wish I’d written it.” Or “Whoever wrote this is going to make a lot of money.” Or even, “You know … I could really use this.”

A: From Marketing Legend Herschell Gordon Lewis:

Katie, the best I’ve seen within the past week is a mailing from U.S. News, in an oversize (5″x11-1/2″) gray envelope with no clue on the envelope itself. The key message, to lapsed subscribers … of which admittedly I’m one … is “If you haven’t seen us in a while, take a new look!” Granted, this is mildly flawed and something of a cliché. But covering some of that heading is a huge “Voucher” offering a year’s subscription for $15, with a “designer watch” as a bonus gift. They’ve covered all the bases with an easy-to-read, easy-to-understand offer.

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Published: February 20, 2006

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