Every week, I get at least 10 announcements from companies telling me about what their latest product is or something about their latest endorser.
The problem is, there’s more clutter than ever before and a lot of people in the industry have failed to change their ways. Sure, they’ve gone from fax to e-mail, but they haven’t gotten any more creative. And creativity often plays a part in whether or not I choose a story.
What’s so funny is, it’s just so simple. Send me the product with the guy’s face on it. Show me why it’s cool or different. Get my attention.
Trust me, it’s not about the schwag. I have to return items that are above a certain dollar amount, so it’s not like I’m looking for a free set of golf clubs from Nike . What it is about is getting through to me and making me write or making me put something on air because it’s so good I can’t resist.
