It arrived in an over-sized envelope with all the other junk mail, flyers, bills and assorted crap I get everyday. I hadn’t requested any information from this firm, and in fact only had a passing interest in what they were offering. But I was intrigued by the envelope, the obvious care somebody took to get all my address information correct, and the quality of the design and paper – all of which conspired against my jaded instincts and compelled me to open the envelope.
Inside the envelope was a brochure and a simple letter personally addressed to me from the CEO of the enterprise. A standard information brochure for a professional service I will likely never use. But the brochure was exquisitely produced – the content, organization, type, photos and format all worked together perfectly to illustrate the offered services. The brochure felt good in my hands, I could read it sitting up, laying down or in the crapper.
Importantly, I realized that the brochure didn’t have any blue underlined words in it. There wasn’t a problem with latency when I wanted to read the next page, no blinking strobe lights or dancing cowboys to distract me, and not once did I worry about a virus being downloaded or somebody logging my key strokes. In short, this little experience of mine was an eye-opener. I’m wondering if marketers might be missing the boat by putting too much of their budgets online?
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