Tip #44: Backup

It’s risky, but have a fallback pitch ready. Example follows…

From: [removed]
Sent: Tuesday, September 30, 2008 1:28 PM
To: Rafe Needleman
Subject: story idea: Real estate agent sees 60% increase using SATURATION MAILING direct mail technique

HI Rafe – with all the depressing financial news this week, I thought I’d share a more positive case study with you. One of Melissa Data’s clients is a real estate agent who recently has been singing our praises over a new direct mail technique that we recently announced. The customer is so enthused, he’s agreed to speak with press. Interested?

The agent (our customer and user of Melissa Data) has agreed to speak to you to share how he has used Melissa Data’s “saturation mailing technique” to boost his response rate by an incredible 60%.

I can share more details or arrange for you to speak with him directly. What day/time is best for you? (and I’ll set it up!)

From: Rafe Needleman [mailto:rafe.needleman@cbs.com]
Sent: Tuesday, September 30, 2008 2:21 PM
To: [removed]

Great, just what people need when their mortgages are foreclosing: Unceasing real estate junk mail.

Worst. Pitch. Ever.

From: [removed]
Sent: Tuesday, September 30, 2008 2:26 PM
To: Rafe Needleman

Ouch — if you find yourself covering foreclosures, our OTHER client, You Walk Away (www.youwalkaway.com) is available to be a resource to ya.

From: Rafe Needleman
Sent: Tuesday, September 30, 2008 2:32 PM
To: [removed]

Nice save.