The Goal
"Our self promotion goals are always the same," said Weiner. "Get in front of our clients or prospects, make a statement and generate a response," he said. "Any response―even one that says 'Take me off of your list.' At least then we know who we don't have to waste money on."
Thoughts on the Process
Weiner and his staff carefully worked at preparing and fine-tuning the promotion to ensure a high rate of
success. "Before we did anything, we worked hard on concepts and copy to ensure that we got the best response from the recipients," said Weiner. "Being our own worst customer, we painstakingly go over every detail which tends to make the project drag on and on," he said. "In the end though, we always seem to get a huge response from people, the most flattering of which is when the buy the same item that we used and ask us to customize it for their business."