The brief was to promote alarm systems to small business owners. As small business owners are swamped with direct mail campaigns every day, previous mailings had gone largely unnoticed, it’s hard to get the business owner’s attention when following up with a call or visit.

Each letter was sent out with a handwritten address and signed in person by a sales rep. The selection of potential clients was based on a list that the sales reps themselves had created. Two days after the letter was sent out, the sales rep called or visited with the client they had sent the letter to. The campaign ran with a total of 1000 letters sent.