This just in: the $40,000 coupon; direct mail on the cheap

The $40,000 coupon

In today's Globe and Mail, [my daily addiction]  I saw this coupon for $40,000 off advertising agency fees on a contract of $250,000 or more. Offered by The BrainStorm Group. [New clients only, of course. There's no escaping the switching bonus anymore.] 

It certainly caught my attention. I really loved how easy it was to find the coupon page online through their sponsored link on Google. A good illustration of how they can coordinate the elements in a campaign. Very impressive web site too. And you've totally got to admire the chutzpah of this approach. Are they desperately seeking clients? Perhaps. But with brio.

Direct mail on the cheap

Seeing the coupon above put me in mind of a clever direct mail campaign launched by a small business in my neighborhood.

A nice looking woman -- very well dressed -- was dropping letters off in the neighborhood.
The letters introduce a local law firm, Jennifer A. Bishop.

"Dear Friends: We  are a small firm centrally located at the corner of Yonge and St. Clair Avenue East (building has subway access) specializing in ...  deliver highest quality personalized legal service at a reasonable rate.... Price for a standard residential purchase or sale is $499, regardless of the cost of the property..."

I think I saw Ms. Bishop herself dropping letters off in her neighborhood to potential clients.

You've gotta love this approach. She probably met a ton of people, and got a chance to say hi and shake hands, maybe proffer a business card. Extend a little free advice. Invite people to come in for a consult. Door knocking works well for politicians. It was a strategy heartily endorsed by Edward Jones. Why not lawyers? 

And other than the time involved, you can't beat the price. [And what a radical strategy to show prices for basic services?]