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Ah,
fame. Between 1998 and 2005, I wrote a weekly email newsletter
for Lands' End. When I took charge of the enterprise, circulation
was 28,000; three short years later, the figure had grown to over
500,000. Click-throughs accounted for close to $6 million in sales
annually.
Even more, these little stories from Dodgeville captured the hearts and minds
of shoppers. Some weeks, my email in-box filled with over a hundred "fan
letters." My work was the subject of stories in Catalog Age and DM News.
Even NEWSWEEK gave a very flattering write-up, saying these folksy newsletters
transformed customers into "virtual penpals."
If you're interested in some of the strategic thinking behind this narrative
approach to marketing, my work was the subject of a MarketingSherpa case study,
which is available
here.
I'm presently reworking many of these stories into a book-length portrait of
modern rural life. If you're a book publisher or magazine editor with an interest
in such things, please drop
me line. |
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