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| Dave Conley's Portfolio | ||||||||||||||||||
| The great copywriter Howard Gossage once said, "I don't know how to speak to everybody, only to somebody." That's what I like about sales letters; they're truly one to one. And they offer a certain theatre-of-the-mind freedom, as in these two new-business letters. | ||||||||||||||||||
| PRINT ADS DIRECT MAIL WEBSITES & COLLATERAL ABOUT DAVE HOMEPAGE |
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| November 12, 1991 |
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| Ms. Amy Hennes Marketing Manager Tabor Hill Winery Mount Tabor Road Bridgeman, MI 49107 |
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| Dear Ms. Hennes, | ||||||||||||||||||
| On October 21, Apple Computers launched a new computer system. And I was right there to get one. | ||||||||||||||||||
| Talk about state of the art. Quadra (that's what it's called) is more powerful, more versatile, just plain faster than any four-color design system anywhere. | ||||||||||||||||||
| In fact, this thing may be too fast. | ||||||||||||||||||
| After hooking it up, I'd just begun my all-important first cup of coffee when Quadra snatched up my input text and did a letter-perfect job of typesetting. Still a little groggy, I found myself fighting to keep up--scanning, illustrating, laying out, color separating. Boom, boom, boom. It kept asking for more. | ||||||||||||||||||
| Suddenly I was done. A full day's work in a couple of hours. Best quality I've ever seen, and it even cost my client a lot less money in hourly fees. | ||||||||||||||||||
| You, you'll love the new capabilities of the Christiano Design Group. Me, I spend most of my afternoons writing letters. | ||||||||||||||||||
| Why don't you call me at 982-1141? We'll set up a visit so you can see Quadra at work. And we can talk about how this adds a world of new capabilities to your next project. | ||||||||||||||||||
| It won't take long, I can promise you that. | ||||||||||||||||||
| Robert A. Christiano President/Creative Director Christiano Design Group |
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| July 3, 1991 |
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| Stephen F. Lee Manager, Corporate Communications Bayer USA Inc. One Mellon Center, 500 Grant Street Pittsburgh, PA 15219-2502 |
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| Dear Stephen, | ||||||||||||||||||
| Let's say a package ends up on your desk. You open it and find a time bomb. | ||||||||||||||||||
| Three things happen. One, your interest is piqued-this time bomb stands out, it is extremely relevant to your situation. Two, you take action--fast. And three, for the rest of your life you'll look a bit more closely at messages from whoever sent this bomb to you. | ||||||||||||||||||
| Pardon the melodrama, but this really can happen in direct-mail advertising. | ||||||||||||||||||
| A box or letter separates itself from the mountain of papers on your desk. You can't ignore it. The piece is re-read, highlighted, photocopied. You pick up the phone, you write, you buy. You'll always give that company a second look. | ||||||||||||||||||
| When you see direct-mail like that, chances are pretty good that it came from Anderson & Lembke. | ||||||||||||||||||
| Recently a 132-page industry study of business-to-business advertising called us "Clearly the best in the business." I've enclosed three case stories to show you why. | ||||||||||||||||||
| If you like, I can send actual reprints of these campaigns and others. | ||||||||||||||||||
| Just call me and I'll get them out right away. Or better yet, I'd be happy to visit you in Pittsburgh and talk about what you want for Bayer USA. | ||||||||||||||||||
| Tick, tick, tick... | ||||||||||||||||||
| Steve Trygg Chairman/Chief Creative Officer Anderson & Lembke, Inc. |
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