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Never doubt the power of marketing event xray

 

Never Doubt the Power of Marketing ­ ​​Event Xray 

We were sitting around chatting one evening after dinner, my wife Hannah, my 26­year old

 

 

 

 

 

 

 

daughter and I (Stella, our Beaglepup,participatedbynudgingoneofus,thenanother,tourge

 

   

 

 

 

 

that we pet her non­stop). Orly sells high­end Manhattan real estate, so we often talk

 

 

 

 

 

 

 

marketing and sales​​. 

 

“Orly, I said, “if not for a marketing letter I receivedoneday,youwouldn’tbesittinghereright

   

 

 

 

   

 

   

now.” That elicitedahalf­smileandaquizzicallook.Iwentontoexplainthatinthelate1970’sI

 

 

   

 

   

 

received a letter fromanaccountantofferinghisservices.Itjustsohappenedthatmybankwas

   

 

 

 

 

 

suggesting (demanding?) that the company that I had co­founded in 1970 should provide it

 

 

 

 

 

with audited statements from a CPA. To that point our attorney, Bill DeLorenzo, had doneour

 

 

 

   

 

 

 

accounting, in addition to our legal work. 

 

There was something aboutthetenoroftheletterthatstruckachord,soIpickedupthephone

 

 

 

 

 

   

 

and called the letter’s author, Jay Sanders. Little company that we were, I was surprisedwhen

 

 

 

 

 

 

 

Mr. Sanders offered to visit my factory to discuss what he could offer us. After all, he was in

 

 

 

 

 

 

 

 

Manhattan and we were in Yonkers, a New York City suburb, parts of which had seen better

 

 

 

   

   

 

days…and we were in one of those parts. 

 

As time went on, Jay and his wife Carol were gracious enough to invite me, a bachelor, to

 

 

 

 

 

 

 

 

 

dinner periodically. One day Jay called to invite me and my girlfriend to join them at a party

 

 

 

 

 

 

 

that another of his clients was throwing. My girlfriend had a business function to attend, so

 

   

 

 

 

 

 

Carol suggested that a friend of hers could round out a foursome. 

 

I got to the party early. As people gathered around thepiano,Istruckupaconversationwitha

 

   

 

 

 

 

 

 

pretty young woman next to me. We exchanged numbers. Shortly thereafter the Sanders

 

 

 

 

 

 

 

arrived, their lovely friend in tow. We had a delightful evening. 

 

A few days later, I decided to call the woman with whom I had exchanged numbers. Some

 

 

 

   

 

 

 

 

eighteen months later we married. Four years later, Hannah gave birth to Orly. It all started

 

 

 

 

 

 

 

with a marketing letter. 

 

There is a moral to the story, but you knew that, didn’t you?