DeWese--And the Winners Are . . .

This is the column where I announce the winners in the sales letter contest that I announced in my January column.

But first, 'scuse me while I do my old man aerobics exercises. I'm trying to burn off some calories. I've put this fat old body on a 1,500 calorie-per-day diet and I'm going to keep losing weight until you all:

1. Raise your prices by 5 percent (see my February 2000 column);

2. Start listening more than you talk (see my March 2000 column);

3. And begin showing your Printing Pride by bragging about our industry to everyone who will listen to you (see my April 2000 column).

I have had hundreds of calls, letters and e-mails about those columns. One major company CEO based his senior manager meetings on the price increase column and, if he can do it, so can you!

I never dreamt I would be swamped with sample sales letters. Picking five winners was tough. And . . . here they are! (That's a fanfare you're hearing.)

These five have won $100 dinner certificates good at the restaurants of their choice. Bon appetit!

• Jim and Jean Cheney, Cheney's, Piedmont, MO;
• Marge Kamke, Tru Line Lithographing, Sturtevant, WI;
• Sean Heffernan, Hammer Press, Parsippany, NJ;
• Michael Coughlin, Superior Letterpress, Cornucopia, NY; and
• Mark Milbourn, Milbourn Pressworks, Eastlake, OH.

Let's start with the Cheneys' award-winning letter:

In case you have never heard of us (and even if you have), we are Jim and Jean Cheney, and we operate "Cheney's: The place you send your friend . . .when it comes to printing." We began business in St. Louis, back in 1957. Later, we decided to move our business out of St. Louis and, because Jean was from this part of the country, we looked around here. In 1971, we bought the old Maybury farm out in Peachtree, and spent the next few years moving things down here. We had accumulated a humongous amount of baggage over the years. Our business and home are in the same building.

This 'togetherness' makes it very convenient for people like yourself—you can catch us most any time, even when other businesses are closed. And, when you call and we're not here (we goof off once in a while—go to an auction or Poplar Bluff), there is an answering machine for your message. Finally, if it is more convenient, you can drop off and pick up printing at 'Jeannie's Treasures' (Crafts, Collectibles, Jewelry, Books, Tools, Clothes, Quilts, Furnishings & Other Good Things), located in units 308 thru 310 at the Piedmont Avenue Space Station Shoppe, on Hwy. 34 just east of the Hwy. 34/49 junction.

We have enclosed samples of some of the ways we try to make ourselves useful; we hope you find them of interest.

The Cheney's letter is homespun, folksy and compelling. Who wouldn't want to buy printing from this couple? I'd pay extra just to visit with them.

The next letter was submitted by Mark F. Milbourn.

Dear Mr. Mañana Man:

Congratulations on being selected to the Weatherhead 100. Keeping pace with a highly successful business is challenging, but as you know, well worth the effort.

As a fellow recipient, I would like to make you aware of the products and services offered by the Milbourn Pressworks Company. We are a full-service graphic arts company, specializing in premium sheetfed printing, as well as large-format digital printing. Additionally, we offer the requisite prepress and finishing services to fully complement your company's promotional materials.

Our ultimate goal is to give our clients exceptional value by providing outstanding products and services. Please feel free to call one of our Sales Associates for further information.

Once again, congratulations and continued success!

This is a great example of a congratulatory letter. Mark is saying I received the same award and so we're kinda kinfolks.

The next Grand Prize winner is Michael Coughlin.

"Push 1 if you speak English. Push 2 if you speak Spanish. Push the pound sign if you'd like to . . ."

Well, you know the routine.

Good morning.

Let me introduce myself. I'm Mike Coughlin, and I own and operate Superior Letterpress Company in Cornucopia. My shop is sandwiched between Ehlers Store and the Village Inn on County Highway C. I run the presses and set the type. I operate the camera, make the printing plates, order the paper, turn on the lights and pay the bills. I also clean the shop, water the plants and answer the phone. In short, when you deal with me—you get all of me. I take care of your order from the time you call until it leaves my door.

And, if there's ever anything wrong with it, I fix it. I want to make sure you're happy with everything I do and will work with you to make sure it is.

From time to time, you're going to need things printed and I want to be your printer. You'll appreciate the attention I pay to details. You'll like the way I respond to your calls. And if you stop by my shop, you'll probably even like the way I clean it.

I'd like to visit with you to see how we can work together, and maybe even save you some money.

I'll call you in a few days to set up a time to meet. If you'd like me to stop by sooner, please call.

In the meantime, the next time you get lost in some big company's voice nightmare, just hang up and let them wonder who called. It's about the only way we have to fight back.

I'll be talking with you in a few days.

I love this letter. It is compelling. You are forced to keep reading. I'm probably going to buy something from Michael just so I can stay in touch. If you read his letter carefully, his attitude applies to you—even if your company employs thousands. You know he will take care of the customer.

Here's a Grand Prize winner from Sean Heffernan.

Dear Exalted, Mighty Mañana Man:

Thank you for allowing me the opportunity to introduce Hammer Press. We appreciate how pressed for time someone with your scope of responsibilities can be. And we know how daunting the idea of changing or adding a printer can be. But please consider:

* Hammer Press is extremely user-friendly. Our service commitment is unparalleled. We give you satisfaction, not voice-mail.

* From capturing the brilliance of a diamond to rendering the depth of dark leather, Hammer Press' quality has satisfied the most demanding print buyers.

* Our client relationships are long-standing. Further evidence of just how satisfied our customers are…and just how satisfied you can be.

I'll call soon to make sure you've received these materials. Perhaps we can get together soon to discuss how we might get the chance to meet some of your needs? Thanks again.

This final Championship letter is from Marge Kamke.

Dear Mr. DeWese:

I would like to introduce you to Tru Line Lithographing. We are a progressive, full-service commercial printer truly dedicated to providing customers with quality, on-time products at highly competitive prices. Our customers attribute our success to flexible, attentive service, and capabilities that respond to a variety of needs. Short turnaround times are our specialty and we deliver product in the Milwaukee and Waukesha areas on a daily basis.

Our company features state-of-the-art prepress capabilities, which includes a T1000 line that allows us to receive files from remote locations and complete last-minute corrections to files. Our pressroom includes five- and six-color Heidelberg sheetfed presses with in-line aqueous coating and a 1/1-color Miehle/Roland perfector press. Our bindery features high-speed saddle stitching, cutting, folding, drilling and shrink-wrapping. We can also offer four- and eight-color web printing with in-line, two-sided UV coating capabilities, 6/6-color heatset web printing with pattern perf and remoist glue capabilities, Xerox DocuTech, Xeikon, multipart business form production, diecutting, ink-jet or label mailing and complete fulfillment capabilities.

I am very excited at the prospect of doing business with your company. Feel free to call me at any time if you need a quote. I will contact you soon to set up an appointment to offer you the same dedicated service and problem-solving solutions our customers have grown to expect. Hopefully, the prospect of high-quality printing and service, at a price that will be cost-effective for you, will be worth some of your valuable time.

P.S. The attached letters will tell you how some of our customers feel about us.

This is as straightforward as it gets, and shows mastery of brevity. I liked Marge's reference to what her customers say about the company. That also says a lot about her.

Well, I've used all of my space and then some. A good friend of mine is ailing, so until he gets better, I'm temporarily adding a get-well signoff message. Jimmy Durante had one and I'm plagiarizing his a little bit. So, for now, Good Mornin' Mr. Calabash, wherever you are!

Now get out there and sell something!

—Harris DeWese

About the Author
Harris DeWese is the author of Now Get Out There and Sell Something! published by Nonpareil Books. He is a principal at Compass Capital Partners and is an author of the annual "Compass Report," the definitive source of information regarding printing industry merger and acquisition activity. DeWese specializes in investment banking, mergers and acquisitions, sales, marketing, planning and management services to printing companies.