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HELENE CURTIS "BEAUTY SALON" LETTER
Personalization is just as effective in business-to-business letters as it is for consumer mailings. An
outstanding example is a letter written by Shelia Stogol and Barbara Anrod for the Professional
Division of Helene Curtis Industries.
The letter, introducing a new permanent wave formula to beauty salons, used area personalization
to make it special. It began:
We are pleased to offer Mary's Beauty Salon a unique opportunity
to try a unique product. For a limited time, you can get 3 free
Quantum perms to use on your own clients in your Chicago area
salon — with absolutely no obligation.
Later, the letter repeats the name of the salon and references to the area in which it is located:
Most importantly, Quantum can actually save Mary's Beauty Salon
from stocking dozens of specialty perms for different hair types. And
that can save money and shelf space.
Professionals in Chicago, all over Illinois, and coast to coast are having
great results with Quantum. They are saying that Quantum is
even better than they expected and are coming back for more.
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