Big brands with big budgets + their DM agencies know that customized, personalized direct mail (delivered by Canada Post) provides a far better return on investment than does unaddressed mail that’s dropped into a postal walk en mass.    

Most smaller clients are too cash strapped to hire an ad agency, to rent a decent mailing list or pay Canada Post a premium to deliver their sales message. 

Well, provided you’ve got a little imagination, all is not lost. 

The brochure cover on the left is from our local Garden Club. To keep costs down the club designed it in PPT and printed it on plain paper with a small colour printer.  

Had they stopped there, this flyer would have been lost among all the other stuff that gets tossed into my mail box. 

But the club added a standard post-it note with a very inviting message: “We think you should enter!” The two personal pronouns combined with the flattering inference distance this homemade brochure from all other unaddressed mail and moves it into the personalized DM response category.

Simple, affordable, brilliant.

For years I looked for and hoped to find a mentor to smarten me up and help me find "my path". For years I thought my prayers were unanswered because I never met him or her . . . per se. One day I realized that the Universe had sent me a little black dog. 

Let this sign remind you that the sign you need or want may be right in front of you – but that it might not look like you thought it would.

P.S. Charlie’s on the other side now but you can see a picture of us together on my About page.

When I was a kid our family’s last name was the only “Wehrmann” in the Toronto phone book. Whenever we traveled I’d look for the Wehrmann name in the local phone book.

I never found any until I went to Germany.

Today I can jump on Linked in™ and Facebook™ and find lots of people with my last name as well as many with my first name too - which is a great way to think about both personal + corporate branding.

Each Frank Wehrmann that you’ll encounter in life will likely be a white Anglo-Saxon male who utilizes German + English as his primary + second languages + vice-versa. He comes in all sorts of shapes + sizes, along with blonde or brown hair . . . in his younger years.  

And that’s about where the common denominators end.

Because there is only one Frank Wehrmann with 40 years of international media buying + planning + account service + creative service advertising agency experience. There’s only one who works out of Toronto + who has worked with many of the world’s top ad agencies + brands.

The previous paragraph is the foundation for my professional USP. It allows me to set myself apart from all of the other Frank Wehrmann’s out there - as well as all other ad agency practitioners. 

Note that it’s not just one specific thing that sets me apart, but a combination of many applicable (advertising business related) attributes. I can draw on many other experiences to demonstrate interest in + knowledge about all sorts of (advertising) stuff to further differentiate myself from all of the other Franks and Wehrmanns of the world. 

Pulling a brand’s USP together + bringing it to life requires a similar foundation to build future brand propositions + messaging around. The greater + more dynamic the brand character’s depth + breadth, the better. 

For a brand to engage a person the unique qualities need to come to life in ways that are meaningful intellectually + emotionally. 

The practical side of the equation needs to satisfy the logical Head that asks questions like; “do I really need that?”, “does this represent good value?” or “does this help me get to where I want to go today, or in life?”

The emotional side needs to give the “Heart” permission to believe that this product or service will help to refine my identity + contribute to my story in an emotionally compelling way.

#UNIGNORABLE

#UNIGNORABLE