Through the Communications Clutter
by Len Blackstone
Just weeks after September 11th, I announced
my new business venture with a solid black notecard
mailed inside of a clear vellum envelope. Through
the vellum, the recipient could read these words: "America's
security is threatened, the financial future
is uncertain, job security is questionable…"
When the envelope and card were opened, in
big, bold red type were these words:
"…what a great time to start a business!"
It definitely worked. I received several calls
and immediately some marketing consulting assignments.
During tough economic times, we need to be both
aggressive in our marketing and sharply focused
in its execution. Let me share some principles
about Marketing Communications.