Peanut Butter Marketing

"What happens when you take two things that are great on their own . . ."

--Direct mail teaser

Yesterday this text arrived in a direct mail solicitation from a competitor … another marketing writer. It came on a card inside a small box with some straw, a chocolate bar, and a little tub of Smuckers peanut butter. The purpose of the mailing was to promote the alliance between this writer and a marketing consultant. Both their logos signed the bottom of the card.

Well, okay, so first let me finish their thought: What happens when you take two things that are great on their own … and combine them?


So what does happen? Great writing plus great marketing equals … what? More than words can say, I guess. Too bad that's the opposite point from the one the writer intends.

And why not come up with a better word than "things" for your businesses? How about: "Two specialties that go great by themselves or together." (It works equally well with jelly, which I prefer.)

Yes, I know, in a mission statement it's the thought that counts. But while you've got people's attention why not express the thought?