By Dean Rieck, direct mail copywriter
Harry Aldrich and David Maddock knew that many people loved the taste ofcedar plank salmon. But only fine restaurants served this delicacy. Sothey decided to sell a cedar plank salmon kit consisting of little morethan a 6” x 12” piece of cedar wood. A brilliant idea.
Aldrich set up a meeting with the seafood buyer for the Fred Meyerstores in Portland, Oregon, and walked in with a fillet of salmon cookedon one of his cedar planks. He didn't give a sales pitch. He justhanded over the fish and a fork.
The buyer took a bite. "WOW! Where did you get this fish? It's wonderful!"
When Aldrich told him he bought the fish that very morning in a FredMeyer store, the buyer was astonished. Within a week, Harry Aldrich andDavid Maddocks had orders from more than 100 Fred Meyer stores.
The lesson? Sometimes, if you have a good product, the best way to sellit is to let people try it. Because desirable products can sellthemselves. But can you do this in direct mail? Yes. And it's easierthan you think.
CLICK HERE to read the 7 ways to let your products sell themselves...
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