B2B DIRECT MAIL

TIME WARNER BUSINESS CLASS CABLE 

This was a freelance project for IWCO Direct.  Time Warner needed one lead generation letter for potential small business  customers and then ten vertical versions, marketing their upgraded internet service.  The versions communicated the customized benefits of their business class cable service to the owners of  ten widely-varied services including car dealers, salons, legal practices and grocers. Copy had to be generated and approved in three days. And it was! 

My headline on the main lead generation letter was "Have your competitors already switched to faster internet?”

Then, using segmentation, each of the ten vertical versions spoke directly to a segment of the market - such as advertising faster internet for waiting rooms to car repair shops, faster internet for online catalogs to auction houses, faster internet for research for attorneys, faster internet for appointment booking for salons - and so on.

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