And the Winner Is ?
By Lois K. Geller
Cataloger Hoofprints.com caught our eye and got a free mini-makeover.
In February's Creative Corner column, "It Only Hurts When You Laugh," I asked for submissions from folks interested in a free, mini-makeover from Mason & Geller. I didn't expect many entries, but Target Marketing readers surprised me. While there were a good deal of deserving entries, Hoofprints.com's owner, Gina Keesling, sent in an irresistible letter, complete with horseshoes running across it.
A letter should sound like it comes from a human being at a company. Keesling's letter accompanying her catalog did. Most of the other entries came with a mini-makeover coupon, but no letter. Tsk, tsk.
Here's a bit of what Keesling wrote:
My main dilemma is this: Our feedback is almost exclusively positive. If I had a sale for every person who says: "I LOVE your stuff! I always mean to order, but I never get around to it," we would have amazing sales. This is our single most frequent comment. People love the catalog, they love the products; I need to figure out if there is a way to cause the ones who "don't get around to it" to take action and order!
I liked the Hoofprints.com catalog immediately. It was targeted to farriers, although I wasn't sure what they were.
It turns out a farrier is a professional hoof care expert and shoer of horses. Keesling told me that her husband had been a farrier and that's how she got the idea for the catalog. However, she isn't selling horseshoes and nails, anvils, hammers, or long leather aprons. I guess farriers can get that stuff just anywhere.
What Keesling sells are greeting cards, T-shirts, caps, etc., all about farriers and their woes—like getting kicked. Her Web site also has lots of information about farriers and all sorts of helpful advice, including how to find a farrier, which, astonishingly, turns out not to be difficult at all.