"Maximize Your Mail" is a stand-alone tip campaign. It's an excerpt from "How To Sell Anything Using Scientific Advertising" (a one-of-a-kind enhanced version of the timeless marketing classic originally penned by Claude Hopkins). Here the client assigned me 9 employees. For each one, I wrote a pithy bio, defy-gravity feat and uncommon direct mail marketing tip. Do you know these? Try them now--you'll be pleased.

1. Nettie
Sr. Sales Executive
HERSHMAN #1 Sales Blunder
Empower your sales by empowering your
prospects.
Resistance goes through the roof when
you are too direct too early in the sales
cycle… i.e.”Buy now!” Selling is problem
solving. And problems by definition imply
failure.
Essentially, you’re promising to take your
prospect from failure to success with your
offer. It’s your job as a marketer to look
at the products and services you sell and
discover the connection.
Ultimately, it’s also your job to build up
your prospect’s self-esteem through your
communication.
You are not selling things. You are not
even selling results. You are selling that
feeling of self-worth… the seed of wishes
fulfilled.
Meet Nettie
Twenty-five years in marketing with over 100
client credits. Former stints at Harte-Hanks,
Pacific Comm., Creative Ad, and Advantage
Mailing. Trains Towne’s sales team in finer
‘What’s In It For Me?’ points of direct mail,
inventory control, process flow, and fulfillment.
Towne Touch:
Plastic overlay saves healthcare client $5,000;
hospital extends mail out additional 6 months.
Ask Nettie anything:
www.linkedin.com/pub/nettie-ershman/b/2ab/ba3/
Time At Towne: 2 years

2. Kevin
Business Solutions & Client Services Manager
MINDER 10.5 Costly Mail
Mistakes
#1 Mailing a job as a flat vs. as a letter
#2 Designing an unusually shaped mail
piece w/o knowing postage ramifications
#3 Failure to weigh
#4 Poor data quality
#5 Personalization that runs afoul of
USPS regulations
#6 Failure to check final folded thickness
#7 Wrong permit # or language on indicia
#8 Wrong service endorsement
#9 Failure to comply with Move Update
#10 Issues with address block label
#10.5 No in-house MERLIN
Let this be your checklist & save $$$.
Meet Kevin
Spends teen summers at Towne stuffing
envelopes and folding Morris the Cat tees.
Rejoins co. after community college graduation.
Imprints team of 12 client service reps with his
‘special’ stamp for making complex mail easy.
Detailed down to the DNA with enchanting
Colombo personality.
Towne Touch: Spots error in client-provided
segmentation logic; wards off skewed ROI
catastrophe.
Ask Kevin anything:
www.linkedin.com/pub/kevin-minder/9/74b/7a6
Time At Towne: 25 years

3. Jennyfer
Sales Executive
SICKLER Is This A Good Idea?
Choosing an unproven product and
mailing to an unproven list are classic
marketing mistakes. See if your next big
idea has ‘market merit’ (without spending
a fortune on focus groups).
Let’s say you had a golf ball that beeped—
making it a cinch to find when you sliced
your ball off into the woods.
What lists would you test: names of
prospective country club members;
magazine subscribers; warranty card
lists?
Have your list broker pull mail order
buyers out of the SRDS. Then have her
chisel that list to recent, direct-mail
generated names of multi-buyers of golf
equipment.
Ask if "hotline" names exist (buyers in the
last 30 days).
Use those names unless she happens to
know of an even hotter list of names
who've bought golf equipment by mail.
Test the very hottest names available.
Meet Jennyfer
Lives by specialty data, hot mailing lists, and
workable solutions. Formerly with Inside
Prospects, VillageFax.com, infoUSA and
datamart. Draws on customer service, buyer
advocacy and hard work ethics carved while at
Ralph’s Grocery Store (8 years).
Towne Touch: Takes anxious, first-time
businesses to Every Door Direct Mail with better-
than-good (i.e. double-digit) results.
Ask Jennyfer anything:
www.linkedin.com/pub/jennyfer-sickler/12/b04/b93/
Time At Towne: 2 years

4. Elena
Sr. Growth Strategist
MARTINEZ Numbers Don’t Lie
Direct mail either pays for itself or it
doesn’t. Its built-in, BIG DATA targeting
makes it a potential goldmine that CMOs
and CFOs can appreciate.
Marketers spent > $45Billion on direct
mail—more than search, online video,
online rich media, online banner ads and
print magazine advertising combined. 2012
Integrating direct mail in branding
campaigns improved the lift of local ads
by 44% & online campaigns by 62%. 2011
The avg. household receives 2 pieces of
DM a day vs. 157 emails; advertisers who
stick with it gain ‘share of mailbox’ &
higher ROI.
79% of consumers find reading mail
easier than going online.
Technology allows for maximum
targeting: highly personalized messaging,
offers, and graphics—even co. branded
indicias. 2013
Non-profits can slash rates to 7.9₵ using
Every Door Direct. 2013
Source: United States Postal Service
Meet Elena
Rises up fulfillment ladder at Diversified Direct
leading accounts for The American Red Cross,
Merrill Corp., USC, UCLA, and Robinson’s-May.
At World Marketing (Berkshire Hathaway),
finesses art and science of merging critical,
political, and regulatory mailings with a number
of modern multi-media capabilities.
Towne Touch: Shows political candidate how a
simple redesign saves him $40,000 without
compromising a penny of messaging.
Ask Elena anything:
www.linkedin.com/pub/elena-martinez/9/a3/755
Time At Towne: 10 months

5. -
Nicole
President
SEYMOUR Open Me Now!
7 Ways to get your envelopes opened.
1- Use teaser copy to call out your
audience—Coffee Lovers.
2- Use directive language—See Inside.
3- Use the real estate—load up copy
front and back. Or keep blank!
4- Bullet point benefits—or try mind-
bending fascinators.
5- Don’t mention your corp. name if it
doesn’t mean anything to the reader.
USPS requires identification only
when mailing at low rates available to
fundraisers.
6- Try a new size to stand out from the
pack.
7- Let provocative copy peek through—
use more than 1 window.
Meet Javier Meet Nicole
Works in every employee position from the
ground up: hand assembly on shop floor…
accounting… account management… fulfillment…
sales lead… designing Proprietary Inventory
Management System… to launching, nurturing &
growing some of Towne’s most loyal customer
accounts.
Towne Touch: Turns distressed accounts
around on a dime.
Ask Nicole anything:
www.linkedin.com/pub/nicole-seymour/12/a02/b92/
Time At Towne: 27 years

6. Allison
Sales Executive
MEINKING When 2 + 3 = 1
Dimensional mail is ‘tabletop stackable’
and ‘top of mind’ sticky.
If your first Pop-Up or 3D mailing is a
success, consider running a sequential
campaign.
Little known direct response math shows
that the response of a 2nd and 3rd
mailing will match the results of the 1st.
Step 1: Let’s say you mail out 500
premiums to your in-house list with a
4% ROI.
Now, reword your offer. Then send it 2X,
to the same list. Like this:
Step 2: Send a postcard.
Step 3: Send a new premium.
Drop the entire campaign over 4-6 weeks.
It’s not unlikely that:
Step 2 + Step 3 = same ROI as Step 1
(or a few percentage points either way).
People love to be entertained.
Dimensional is advantageous.
Meet Allison
Integrated marketing and fulfillment pro with 19
years experience—both agency and client side.
At Prudential Real Estate, handles marcom
development & dist. for 40,000 agents. Also with
Specialized Marketing Services and Hayes
Martin. Second time around with Towne.
Towne Touch: Decision to trim a 3D package by
2/8” saves agency $70,000 on annual gift
mailing.
Ask Allison anything:
www.linkedin.com/in/allisonmeinking
Time At Towne: 2 years

7. Javier
Production Manager
MACIAS
Meet Javier
Rocks mailhouse, lettershop and digital printing.
Produces franchise coupons… Vehicle Service
Contract brochures… laminated membership
cards… QR code promotions and special 3D
packaging. Formerly with ABG Direct. Captains 5
department heads and formidable crew.
Towne Touch: Secretly applies white glove test
to outgoing packages.
Ask Javier anything:
www.linkedin.com/pub/javier-macias/35/127/745
Time At Towne: 5 ½ years
Improve Your
B-to-B Catalog
5 items experienced catalog marketers
include to boost readership & sales.
1- A personal letter from the CEO to
your customers… printed inside the
front cover, or on letterhead.
2- Useful information like “How-To”
articles, tables, & charts.
3- Product samples. Techies love
tinkering at their desk.
4- 3-ring binder. Rarely gets trashed,
too bulky for file cabinet, more likely
to be shelved within reach.
5- Customer credits… Just like in the
movies, a list of all the firms that
have bought from you is
impressionable. Whether 50, 100 or
1,000, names in print convey trust.

8. Patricia
Sales Executive
REINACH Signature Surgery
What makes direct mail (and email)
different from other forms of marketing is
the letter—a highly personalized, 1-to1
communication that lets writer and reader
make an emotional connection.
A letter written by an executive then
signed by an assistant throws believability
out the window and depresses response.
People pick up a lot from the way a name
is signed. Give your signature’s color, size
and vitality close scrutiny.
Compare the average signature of a
publisher with that of Salvador Dali or
Gloria Vanderbilt.
Then ask yourself why the former are
lackluster and the latter so distinctive.
The signature is your salesman’s
handshake.
Make yours healthy.
Meet Patricia
Previously Director of Sales & Marketing in hotel
& hospitality industry. Innovative strategies
skyrocket sales for Balboa Bay Club in Newport
Beach.
Towne Touch: Passion for consistent results in
fund raising, community volunteering and
leading professional organizations makes for
über-resourceful connections in marketplace.
Ask Patricia anything:
www.linkedin.com/pub/patricia-reinach/17/728/881
Time At Towne: 1 month

9. Debora
Executive Vice President, General Manager
GRIFFITH $64,000 Questions
The difference between average and
exceptional is in the details. When you’re
looking for excellence in fulfillment, you
need to know the small secrets of
fulfillment make all the difference in your
business.
These are the top money questions…
Which marketing question(s) does your
fulfillment answer?
Are your orders processed in real-time?
Can you access order and inventory
reports 24/7?
Can you track mail stream ‘at a glance’?
Who’s auditing inventory control for just-
in-time delivery?
How much are you shelling out for every
order you fulfill?
What is the LTV of your customer?
… do you know the answers?
Meet Javier Meet Deb
Mail and fulfillment expertise spans Finance,
Customer Service, Systems and Operations (two
decades). Account management credits include
Crystal Cruises, Wyndham Hotels, Blue Shield
and Sprint. Loves solving client issues both
externally and internally. Master Certificate
Integrated Marketing (UC San Francisco) and
M.B.A. (CSU Monterey Bay) ensures whole brain
thinking.
Towne Touch: Every challenge has a resolution,
absolutely.
Ask Deb anything:
www.linkedin.com/in/deboragriffith
Time At Towne: 15 years