Earlier this week, my friend (and this blog's resident cartoonist) Mike Brown rceived an email from the American Heart Association. Here's how it started:
This Friday, February 1, is the fifth anniversary of National Wear Red Day. It's the day to wear your favorite red clothes or accessory -- a red blouse, a red dress pin, a fabulous red handbag -- put on red lipstick, or sport a red tie and red socks.
I'd have hit "delete" at Dear Brown. Mike is more patient than I am -- I think he stuck with it until the fabulous red handbag.
Avoid the heartburn. Know your audience. Write to the audience. And please: Sweat the little stuff -- like the programming for names. It really does make a difference.
OK. I will now put down my red pen, because -- marketing mistakes or not -- this is a wonderful cause. And I'll wear my red lipstick tomorrow!