Cathy was putting together a media list for a client in Cision MediaSource when she came upon this advice attributed to Fred Frailey, editor of Kiplinger’s Personal Finance:
Keep in mind that snail mail could be more effective to editors who are continually buried under a pile of e-mails.
I can’t remember the last time I sent out a physical mailing. But it made me wonder: Is Fred right?
What do you think?
[Image by Arnold Lobel via Andrew Jorgensen's blog.]
It all depends on the nature of what you’re sending.
If you could hand write a pitch to an editor on stationery? It would set you apart.
How many folks have the time and client patience/funding to pull that off?
One thing is for certain, if you have bullshit on email and send if offline, it’s still bullshit.
Deep, I know.
That’s for sure. Upon thinking about it, I do occasionally send mailings — but only rarely and by FedEx. I KNOW the recipient is going to open a FedEx. I just have to make sure what I’m sending is worth it — particularly considering the anticipation with which most people open a FedEx.
I do like to use this with the media, particularly important pitches. In fact, if it really matters I use FedEx. A reporter or even a marketing VP will always open a FedEx.
Hey; I would love to get a FedEx. Anyone want to send me one? As for pitches, certainly if it is worth it. But just a bunch of SWAG won’t get you coverage – though it does earn my undying gratitude (thanks Kevin).
Then again, maybe that is just because I am a flak.
I believe Kevin was originally a suspect in the Unabomber case, so any swag he sents out might have a bit of a kick to it.