How do you communicate sound quality in the mail effectively? We let the letter do the talking.

But the letter didn’t have a word printed on it. Just Steve Lillywhite’s signature and letterhead and a ‘Dear ’ personalised welcome at the top.

Instead there was a birthday sound card built into the letter, which demonstrated in the best way possible – audibly – the tinny, poor quality sound other docking speakers produce and delivered Steve’s passionate argument for better sound quality.

It’s early days, as the mailing was only lodged on March 28, but already there are some promising results.

Of the 200 key buyers/salesmen we targeted, we’ve already had 40 (20% of our target) either call for more information or to stock the Philips SoundSphere.

This has led to 33 extra orders from 23 new retailers for the SoundSphere docking speakers in just two weeks – tripling prior demand for the product