From The Golden Thread Mailbag …
Company Contacts Are Prospects

Hi Pat,

I’m writing to share an example of what Michael Masterson calls “Glicken” that happened to me.

I offered to write a direct-mail fundraising letter, at no charge, for a friend who is active with a Catholic charity in Colombia called “El Minuto de Dios” (The Minute of God).

I wrote the letter, it was mailed and generated a 2% response. As a result, I was invited to a dinner as a guest of my friend. During the ceremony, they invited me up on stage to meet the Colombian priest I had written about.

The ceremony was being broadcast live on Colombian TV, and Father Jaramillo blessed me in front of the entire TV audience … and I’m not even Catholic.

To top it off, the letter house liked my work so much that they have contacted me to do work for other charity organizations. I guess you could call that a double dose of Glicken.

Lou S.

Hello Lou,

You’re right. That’s a great example of Glicken. Thanks for sharing it with us. And let us know how the other work you’re doing for them goes.

Hi Pat,

I have a couple of points about the “Secrets of Writing for the Catalog Market” program that I need clarification on.

First – the Target Market list of catalog marketers at the end of the program. Are the names on the list the actual people who are responsible for hiring copywriters within their company?

Second – what do you do if you reach a person who is less than forthright about who does what in his/her organization? I’ve found it difficult to find out who hires copywriters in some organizations.

Brett O.

Hello Brett,

The exact title of the person who is responsible for hiring copywriters differs from company to company. Depending on the size of the company, it could be the Director of Marketing or even the President.

The Target Market list at the end of our catalog program tries to identify the exact person you will need to deal with inside a particular company. However, you may wind up talking with someone else when you call. For example, maybe the person you’re looking for has left the company. If that happens, just ask for the name of the person who is currently in charge of hiring copywriters.

Sometimes it takes a little persistence. And, remember, you have to realize marketing directors are your prospects. Some prospects open your envelope … others don’t. And, in keeping with the envelop analogy, it’s your job try to hook him as quickly as possible with the best benefit you can think of.

Don’t get discouraged.

Thanks to one and all. Keep those emails coming!

Pat

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Published: July 24, 2006

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