ControlBeaters.Com: New Controls for Direct Marketers Brought to You by David R. Yale, Direct Marketer The Source for Breakthrough DM Creative

The Legend of "Gloom 'n Doom Smith Beats Control

Package: Very Big Widget Company

Product: High End Computer System

Client: AT&T

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       This narrative approach to selling complex computer systems produced a much higher number of qualified leads than the previous control.

       The package won an honorable mention in the AT&T 1987 Annual Design Award Competition.

       I developed the creative concept, bought the lists, wrote the copy, and supervised the letter shop.