Feedback

By Design

In the September issue, you ran an article called "Post With the Most" ("A+ Ads") highlighting the marketing efforts of MediaMap, a company that provides journalists and PR people with an online/e-mail-based research tool.

The article raved about the stopping power of MediaMap's direct mail, saying, "If you're looking for a benchmark...this is it."

I am pleased that your magazine took the time to recognize this bold work! My company, Bionic Studio, was hired by MediaMap to create and produce this campaign (which also included advertising in trade publications and has the potential to be applied to a vast array of communication vehicles). As with almost all our assignments, we found the best way to serve our client's needs was to identify the aspects that made their product unique and valuable, and then to develop a creative and clear way to differentiate their offering in the face of a competitive landscape.

It's important and beneficial for your readers to be exposed to the kind of design and advertising that can make a marketplace better, stronger and faster. But know that a business can cut through the clutter only with the help of an agency that understands there is much more to communication than just stylistic details. Thanks again for the praise.

JOE LAROCHE

Bionic Studio

Arlington, Massachusetts

Keep on Innovating

I just finished reading your article "Innovative Model" in the September issue, and I must say it is the most outstanding article on innovation I have ever read. I look forward to reading Joey Reiman's book, Thinking for a Living. I've just started a business and need to "think outside the lines." Thank you for such an invigorating article!

TOM BICE

B & M Specialty Merchandise

Bogalusa, Louisiana

For Your Information

As a small-business owner, I'm always searching the Web for information sources, and I continue to make the mistake of using a search engine. All I have to do is go to your site to find everything I need.

Yours is the most information-rich site I've ever visited. But it's not just that it's information-rich--it's that all the information is valuable. I put the information I find into practice, relying on tried and tested methods of those gone before.

There's only one complaint I have: I spend far too long on your site feasting on the wealth of information and sometimes lose track of time. Thanks for providing the best of the best.

STEVE BARFIELD

PRESIDENT/PARTNER

The Barfield-Gray Company

Melbourne, Florida

Breaking Out

I wanted to share how much I enjoyed your article "Kick it Up" in the September edition ("Sales Success"). I am 32 years old and have been an outside sales representative for the last seven years. My experience started at a representative's sales agency selling commercial screen printing to large OEMs in the medical, automotive and consumer electronics industries. Recently, I went to work for a product design agency, where the head of engineering is running the sales department. I have never been unhappier.

Your article comparing martial arts to sales was great. It really hit home. I'm considering starting my own sales agency where I would represent three to four companies and their products and services. I feel this is the only way I can define success on my own terms, and get back to the level of success I experienced in the past.

TONY BYNUM

Wadsworth, Illinois

START THE PRESSES

I was glad to see that the subject of e-newsletters was addressed in "Weigh Your Opt-Ins" ("Tactics," October) by Kim T. Gordon. The article helped me determine if my e-newsletter is as effective as possible for myself and my subscribers.

One additional point I would add for those who are just starting: Review other e-newsletters to decide on the format. Don't copy the exact style; let other techniques guide you in balancing content and ad marketing. It can be difficult to develop a newsletter format, but there's no need to reinvent the wheel if successful styles already exist.

SHIRLEY FRAZIER PRESIDENT

Sweet Survival

Paterson, New Jersey

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