A Glitch in The Pitch

I must receive at least 10 pitch letters/packages a week from advertising agencies extolling why they are the best agency in the land and that we should work with them to develop marketing campaigns that get results.

One such pitch letter intrigued me -- not because it was remarkable, but because it was so unremarkable.

This particular pitch letter was 100% cookie-cutter. Nothing in the letter was customized to appeal to me. No mention of key issues that my company faces. No mention of the challenges facing us in the age of parity and commoditization. (Note to ad agencies … sending out “cookie-cutter come-ons” is not going to get my attention.)

In unremarkably remarkable fashion, the pitch began this way:

John, over the past several months I¹ve sent you a number of things in the mail hoping to stimulate a conversation about my company, and our approach to marketing.

Let’s stop right there. If this agency can’t capture my attention (which after sending me numerous pitch packages, they obviously haven't), then how will they capture the attention of our customers?

Seriously. Here is a marketing message crafted by an advertising agency that failed to connect with me and yet, they think they can craft marketing messages that will connect with our customers. Hmm ... that's the glitch in the pitch.

Comments

[olivier blanchard]

Sad.

[Jag]

What's the best letter you've recieved from any ad agency? Can you post it here... i'd love to know what works...