Customization

by Dan Ward

This 6” x 8” postcard arrived in the mail with what seemed like a straightforward pitch:

One minor problem. My name isn’t David. That’s my Dad.

This might be a perfectly good service, but given that I like my personalized mail to be personalized, this particular mailing found its way to my “circular file.”

It’s a good reminder for all of us … if you’re going to sell personalized solutions, make sure you’re selling to the right person.

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