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OFFICIAL MEETING FACILITIES GUIDE LETTER
There are times when name personalization can be the ultimate in creativity. Such was the case
with a classic letter written by the late Linda Wells to help Ziff-Davis Publishing Company sell its
Official Meeting Facilities Guide.
The outer envelope has this personalized message:
MEET WITH SUCCESS, MR.
JOHNSON
Plan meetings the fast, easy, professional way that wins you new
respect from everyone in the company: your secretary to your CEO!
Picking up on that theme, the inside letter began with a personalized Johnson Box:
"Keep your eyes on Johnson, gentlemen. When a man can plan a
meeting as time-and cost-efficient as that, he's sure to move up in the
company — fast."
"How does that Johnson guy do it? His job's tougher than mine, yet
he stages such smooth conventions, you'd think he was some bigshot
Broadway producer."
"Johnson's running it? Certainly, I'd be delighted to speak. My wife
will want to come, too. He's making a name for himself with everyone
these days."
"Working for Mr. Johnson is something else, Debby. With most bosses,
setting up a seminar is a hassle. With him and that book of his,
it's easy — and fun!"
Then the first paragraph continued the theme:
They'll be doing it in the boardroom, the backroom, the mailroom,
around the water cooler. After the next big meeting you plan, they'll
be talking about you, Mr. Johnson.
Linda Wells commented: "This was the first business letter I'd ever done that injected a little
humor into a serious subject. It was a shot at writing about a business publication in the same way
you'd write to the buyer at home about a leisure book — and it worked."
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