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: How NOT To Sell A New Plant
I received a newsletter from a nurseryman about a new flower variety he was offering. He usually writes upbeat letters extolling the virtues of new plants, but this one was a surprise. I won't go into detail on the letter itself, but in it he chose to slam a prominent political person. It was a fine example of what not to do when you write a newsletter.
First, the slam surely turned off people with an opposing viewpoint and made them quit reading.
Second, the slam broke the cheerful mood of the letter, which was supposed to stir up enthusiasm for the new plant, not stir up political opposition.
Third, even people who support his viewpoint would be distracted by the comment and would likely have forgotten the new variety almost as soon as they left the newsletter.
I'm not going to tell him, as his stance in the letter suggested he'd take it the wrong way, but I'd bet his sales of the new plant will be lower than with other newsletters because of what he said this time.
I received a newsletter from a nurseryman about a new flower variety he was offering. He usually writes upbeat letters extolling the virtues of new plants, but this one was a surprise. I won't go into detail on the letter itself, but in it he chose to slam a prominent political person. It was a fine example of what not to do when you write a newsletter.
First, the slam surely turned off people with an opposing viewpoint and made them quit reading.
Second, the slam broke the cheerful mood of the letter, which was supposed to stir up enthusiasm for the new plant, not stir up political opposition.
Third, even people who support his viewpoint would be distracted by the comment and would likely have forgotten the new variety almost as soon as they left the newsletter.
I'm not going to tell him, as his stance in the letter suggested he'd take it the wrong way, but I'd bet his sales of the new plant will be lower than with other newsletters because of what he said this time.