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Some years ago, on the Canadian 1st of July holiday, I was walking alone along a deserted beach on the shores of Lake Huron near Bayfield, Ontario.
It was getting on in the evening, the sun was low in the sky and would soon dip below the dark blue horizon of the lake from the golden sky. I thought I was the only one on the beach as I walked the waters edge where waves lapped the sand. I had been wrestling all weekend, for months for that matter, with a problem. I am in the mail order photo finishing business and in those days, before the Internet, I would advertise by mailing hundreds of thousands of letters and photo mailers. The problem I had was that the returns were getting smaller. There was just so much stuff in the mail. What could I say in a new letter, that people like you would read and not just it throw out calling it "junk mail". To-day how am I to convince you to experience the fun of showing your color prints with the new dated Jervis Edge. I needed answers. So I thought of these questions as I walked the sand and until on rounding a point I was surprised to see two teenage girls sitting on their blanket beside a small campfire they had built. | ||||||
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They looked as surprised as me at my sudden appearance. They said they were from Brussels and were at a relative's cottage for a holiday. As we talked I noticed one of the girls had a 35 millimeter camera sitting on the blanket. She said it was her father's.
Now, you will recall how I had been wrestling with a problem of people not even reading my letter but instead just pitching it calling it "junk mail"...so on seeing the camera I told them how I had sent my mailers to Brussels several days ago. Now, I hoped, I would learn what to write to you. One of the girls said, "Oh, we got one of those in the mail but we thr..." and stopped herself! I knew she was going to say, "we threw it out". Good heavens, I thought, it took me all winter to write that letter! I think she knew I was aware she had almost said, "threw it out!" |
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Indeed this was an opportunity, so I told them about the service and said that when she got home, if she could not find the mailer, that she could send the film in an ordinary letter envelope.
How shy they looked. I expect I did most of the talking. You know how it is when you talk to teenagers you wonder if its true they think you are "old" if you're over 25! I wondered if they thought, "who is this guy...talking about his business!" Never had I been more convinced of a failed sales attempt! They looked so unconvinced. So questioning of this stranger. I continued up the beach, awhile later, passing them again on my return when goodbye's were exchanged and I walked on into the darkness of the night alone, retreating from the warmth of their fire. I thought how the glow of the flames had shone brightly illuminating their small forms. How I hoped in my thoughts good fortune and happiness for them as they left the family farm in a couple of years or so and headed to the big city university. As for them sending me their film or me understanding consumer communication any better...oh! dear reader, it doesn't sound too promising does it? |
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You can imagine my astonishment then when on the second day I got her film with an enthusiastic letter that started in big letters, "Well, I fished your envelope from the trash! I was lucky it hadn't been burned yet!"
Yes, she sent her film!
That's it! That's it! I realized. In an ocean of night and day competing advertising bombardment...the personal approach could still be effective. |
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I used this true story effectively to help me get my message across for many years.
Yes she met me in person and decided to give my film service a try. She mailed her films for many, many years. In other words when she first got my letter she threw it out, but when she met me, she tried the service and was convinced.
So, dear reader, both you and I know we are not going to meet on the beach; so if you click off this Internet site and not give me a try, you will never have the new experience of seeing the surprised looks from you friends asking: "Where do you get your film developed? They really stand out!". |
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I have been developing film by mail for over 45 years so I have evolved into a bit of a perfectionist .... and, Oh! What a difference there can be in your Quality when you are not looking for the cheapest!
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Place your Order TODAY! - Click Here!
Experience the edge .... The Jervis Edge! Sincerely Yours, 
Kelvin Jervis, President, Jervis Photo Inc. |
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