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Direct Response–that gets response!

We hear constant complaints about direct response marketing.

"Junk mail. Intrusive.
Aggressive. Slows the mail system to a crawl and clogs your email inbox with spam. And who reads it? Probably no one, right?"

Wrong. Target direct response advertising is still the effective selling medium in the history of the world. It can connect powerfully with a vast but minutely targeted audience.

Watch what happens when two crucial conditions are met:

(1) IF mailing piece is selling an idea, object, or emotion that's important to you already.

(2) IF it's so compellingly written that you can't resist the pull.

Then suddenly, unexpectedly, inevitably...you're buying.

That's why direct mail (or its equivalent on the web) is such an enduring sales medium.

It stays around because it works...for that 1 or 2 percent who are already interested.

If your mailing piece (or email campaign or web promo) can drive to the heart of that 1% or 2% target...its work is done. At that point, what does it matter if everyone else in the world throws it away?

My Partial Client List (click)

Client List - Bill Henderson Freelance Writer

If you like what you see here...

It's a quick dose of the way I'm thinking about the challenges and rewards of marketing communication in today's internet-driven business environment.

 

Client: George's Breakfast Heaven
Matlin Agency
Portland, ME

Breakfast is ready

...when you are!


Breakfast is ready!
Does that bring back memories or
what?

Lazy Saturday mornings when you were a kid, with
nothing more to worry about than... "Scrambled or
fried? Waffles or Silver Dollars? Honey or jam?" Mom
turning the sizzling bacon. Dad getting into the act
with his blueberry pancakes?

Am I wrong, or is there something peculiarly American
about elaborate, sumptuous breakfasts?

Sure, I like steak and potatoes, fish specials, cheddar
burgers, and Italian pasta. Who doesn’t? But I can’t
tell you how many times I’ve sat down to order lunch or
dinner only to find myself sneaking hopeful looks at
the breakfast portion of the menu—only to be stopped in
my tracks by a stiff-arm phrase like, “Breakfast from
6:30 to 10:00 Only.”

Here's a Promise

At George’s Breakfast Heaven you’ll never see that on
the menu. You’ll never be told, “Sorry, we’re not
serving.” Because. And if you’re like me, that’s the
way you like it. Not that you want to eat breakfast
every meal. But if like me, you’re comforted by knowing
that you can order breakfast whenever the whim strikes,
George’s is your place.

All breakfast, all the time--that’s half the reason
George’s Breakfast Heaven is my favorite restaurant.

The other half is that George’s serves nothing but
breakfast. You won’t find burgers or salads on George’s
menu. These people are true breakfast specialists, and
I’m talking every classic breakfast from eggs benedict
to Belgian waffles, with the finest breads and meats,
and a selection of juices and coffees that in most
breakfast joints you could only dream of.

Imagine being able to order up that lazy Saturday
morning anytime you want! That’s what George himself
had in mind when he opened the doors to the original
George’s back in 1964. “Breakfast the big meal in our
house,” he recalls. “Lunch, dinner, we were all over
the map. But in the morning, we came together over my
Mom’s cream cheese omelet’s, link sausages, thick cut
bacon, broiler toast, fresh-squeezed orange juice, and
the most perfect pots of coffee I ever had in my life.”

This is a man for whom breakfast is almost a religion!

And it’s this devotion, this passion for it that makes
George’s Breakfast Heaven more than just a place to
grab your generic cheese ‘n’ egg biscuit on the way to
work.

Case in point: you won’t find a breakfast buffet at
George’s. Why? Because George doesn’t believe in them.
He feels every full breakfast on his menu is a
specialized buffet all to itself. He looks at it this
way: For nearly 40 years his chefs have tweaked and
refined the basic house menu until by now... each full
breakfast is a work of art with its own personalized
compliment of courses and side dishes.

And yes—if you want to create your own personal
masterpiece, go for it—the kitchen and wait staff at
George’s is more than ready to help you mix it up.
“Special orders don’t upset us,” George says with a
twinkle, echoing the old Wendy’s slogan. And he’s not
kidding. One morning I was recalling an Israeli peach
omelet I had, years and years ago (that’s right,
peach!). I put George to the test...and guess what? The
peach omelet they fixed for me at George’s was not only
just as good as the one in my memory—it positively left
it in the dust!

But my guess is...you won’t be having to order up
novelties. Because with your first look at George’s
menu, you’ll know you’re in good hands. No need to toy
with these rich and subtle combinations that have been
put together—no, CREATED—by George and his staff, the
pre-eminent breakfast wizards.

Choose...order...relax. Breakfast is served

Like the sound of this?

Well, if you live anywhere near the greater Portland
Metro area, you’re close enough to drop into George’s
Breakfast Heaven (no reservations necessary) anytime
the whim strikes you. And you are among the privileged
few. Because the truth is George’s—the most lavish,
nutritious most MASTERFUL breakfast spreads in 5
states—is the ONLY restaurant of its kind in five
states! Maybe in the country. Maybe in the world!

Oh, sure, there’s Mickie-D’s mass-produced egg
McMuffin-type on-the-run, bolt-it-quick breakfast
snacks. Or the eggs-n-hash variety of “full” breakfast
slung at you on a plastic plate or kept warm under an
infrared grow-light. If that’s your idea of breakfast
then—God bless you.

But if you’re still reading this letter, if you love
breakfast as much as I do, if you adore the idea of
making breakfast the most special meal of the day, if
you’d like to luxuriate in the breakfast of which the
Sterns said, “doesn’t get any better—not here on Earth,
nor most likely in the next world,” and get it ANY TIME
YOU WANT IT...then all other options wither away.

There’s only one “best option” for true breakfast
lovers--George’s Breakfast Heaven.

But it gets even better!

To make a total believer out of you, all this May,
George’s is offering a fabulous spread-the-word
school’s-out ALL YOU CAN EAT Spring special. Order one
of George’s full breakfasts and you get unlimited
seconds (that is, not just seconds, but thirds,
fourths, you call it...as many new servings as you can
eat).

But hang on--it gets better still! Order TWO full breakfasts
and George’s will serve you both—plus all the seconds
you can eat—for the price of just the first one.

Can‘t finish your plate? George’s will not only pack up
the remainder “to go”—they’ll give you a half-credit
toward your next breakfast. If that doesn’t seem fair
to the moderate, clean-plate-club eaters, don’t
worry—they get half-off their next breakfast too, as
well as a coupon entitling them to free coffee during
May—as many cups as they end up drinking—whenever
they decide to pop in.

So there it is. The best you’ll ever have. Available
now, this minute, tonight, whenever. No rushing to get
in under the 10 o’clock deadline. Service is quick and
friendly, prices are moderate, and there’s a full
parking lot in the back.

George’s Breakfast Heaven...BREAKFAST IS READY!

PS I forgot to say that kids always eat free at
George’s. This is true anytime, but during May, bring
the whole family, buy one full breakfast—and everyone
else eats free, as George’s special guests.