Not long ago, I read that well-known California winemaker Rodney Strong had passed away. While recounting his professional career, the article cited Strong's innovative direct mail marketing tactics.

An excerpt:

"Strong developed a marketing strategy that involved direct mail in which he offered to sell wine with a buyer's individual information on the label - 'From the wine cellar of so-and-so,' or 'A gift from such-and-such corporation'."



The program continues to this day, as living testament to its effectiveness.

That story got me thinking about the way we market our products and services in relation to their uniqueness.

For instance:

Why do so many companies today waste time and money marketing average products and services to hard-to-impress consumers? Why don't more companies follow the Rodney Strong model (remarkable product / service idea first; marketing second)?

Marketing the Remarkable

Rodney Strong took something simple but interesting -- personalized wine labels -- and made it available to his audience. Why was it so popular? Because nobody else was doing it at the time. Rodney gambled on an idea, and it worked. He made something that was remarkable to his customers. Then, all he had left to do was tell them about it (in this case through direct mail), and they asked for it by the thousands!

Here's the idea again:

Come up with a remarkable product or service, and then start telling people about it. Word-of-mouth will take it from there.

How Do You Measure Up?

If you struggle when creating your direct mail message, it might indicate that your product or service could use a shot of "the old remarkable."

Or think of it this way...

If you stripped away all the marketing glitz and set your product on a shelf by itself (or described your service on a plain piece of paper) -- would it seem remarkable? Would it impress members of your target audience? Or, are you relying on your marketing to add the pizzazz?

Instead of struggling to promote something average, dig deep to find the above-average aspect of what you're selling. If there isn't such an aspect ... go back to the drawing board and make one.

* You may republish this article in its entirety as long as you include the byline and author's note. If publishing online, please leave the hyperlinks active.

About the Author

About the Author

Brandon Cornett is the editor of PostcardSmart.com, the Internet's largest website dedicated entirely to direct mail marketing with postcards. For more expert articles on postcard marketing, visit http://www.PostcardSmart.com. For daily direct mail tips, visit http://www.directmailtips.blogspot.com

A Short Gold Book Summary

Direct Mail Marketing and Wine Labels - What's Your Big Idea?


Not long ago, I read that well-known California winemaker Rodney Strong had passed away. While recounting his professional career, the article cited S...


Click Here to Read More About Wine ...

Recommended Gold Book Items

The FTD Deepest Sympathy Arrangement - Deluxe


A lovely basket of flowers to send your warmest thoughts. This arrangement features white tulips and peach roses surrounded by cream carnations, white larkspur, heather and more. Appropriate to send to a home or to a funeral. S33-3532D


Price: 159.99 USD



Headlines on Gold Book

App For Mac:FishBowl Inventory Manager v5.2 For Mac OS X

Mon, 12 May 2008 02:16:27 PDT
Fishbowl Inventory is the #1 Selling Inventory Control Program for QuickBooks. If you enjoy using QuickBooks as your accounting solution, but need better inventory control, then Fishbowl Inventory is the answer for you. Fishbowl Inventory was one of the first programs to integrate with QuickBooks and currently holds Gold Developer Status, Intuit's

Barack Obama, the Ku Klux Klan & the Comic Book Time Machine

Mon, 12 May 2008 11:47:02 PDT
Former DC Comics editor and current ComicMix Editor-in-Chief Mike Gold reflects on a life in which comic books have become milestones for a changing culture.

'Ira Sleeps Over' and Other 70's Faves

Wed, 14 May 2008 08:14:18 PDT
The best part about reading children's books from the 70s is how authors manage to sneak in messages about girls' lib, divorce, and alternative lifestyles amid a sea of harvest gold and avocado green.

Oscar De La Hoya Book Signing Tour

Wed, 14 May 2008 18:18:43 PDT
Oscar De La Hoya, former boxing champion and Olympic Gold Medalist, will be signing copies of his new book American Son: My Story at the following locations

Grab The Most Talked About E-Book Of 2008 To Succeed Online

Fri, 16 May 2008 05:27:11 PDT
Time for you to get richer by claiming the Free Ebook that is the gold-mine of business building nuggets that are critical to the future of your home business. This e-book exposes the Truth, Myths and Hype to Make A Real Income From Home at ease.

Word Press Gold Mine by Mark Thompson

Fri, 16 May 2008 05:38:13 PDT
The eBook covers every aspect of affiliate marketing. It will also teach you how to setup your own WordPress blog for the best SEO result. And even though it has been written in a very concise manner, it covers almost every aspect of SEO.


Shiraz Wine
Wine Reviews
Wine Sauce | Wine Sauces

Labels: Wine Tasting

&type=page">