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space ads in publications likely to be
read by prospects the client was
seeking.
promotion for books that had been remaindered and bought by
Avant Garde Media, Inc. for pennies on the dollar, yet sold at
close to full price through Ms. Ginzburg's enticing descriptions.
promote its "Druthers" program, which allowed transfer to new jobs within the
company. The program had been meeting resistance from department managers,
who didn't want to lose superior workers. The employees had not been taking
advantage of the program either, because they feared reprisals if transfers didn't go
through and because they weren't sure how to proceed, if they did want to try. By
offering examples of successful use of the program, sample application letters that
would ease the process, and showing managers who had already assisted such
changes in a shining light, the brochure overcame all obstacles and everyone soon
had his or her "druthers".
and below was one in a series that
Shoshana Ginzburg wrote for Bottom
Line, Personal. The subscribers
lapsed...into laughter, then sent in
their checks before "Gus" became
really upset...
Gus the Gorilla renewal letter.
Subscribers couldn't resist opening
it...how many could? This is typical of
Shoshana Ginzburg's tricks for
inducing jaded readers to tear eagerly
into her client's mailers.
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