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| This award-winning code library put the power of assembly language at the fingertips of high-level-language programmers. It sold more than 20,000 units over three years. As the founder of Base Two Development I designed the initial product, established the initial marketing direction, oversaw the ad production, wrote ad copy, and did much of the programming for the first release. Meanwhile I hired, trained, and directed a team of employees to share and assume these and other responsibilities as the company expanded. Customer Reaction |
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Innovative Direct Mail Campaign Our customers rarely purchased through retailers, so we carefully tested
different sales approaches and price points. Most effective was a combination of print ads
at a high retail price (to establish product awareness and value) followed by information-rich direct mailers offering a large discount
(to close the sale). I did the design, copy writing, and production of this unique direct
mail piece. Printing cost: 15 cents each. Effectiveness: 1.5% to 4% sales
rate. |
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| Trade Journal
Advertisements Selling to a technical audience was a
challenge. Ads had to be designed and written by someone who understood programming as
well as sales and marketing. Comfortable in both worlds, I produced the first two ads
below and was responsible for the concept of the third one. |
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Product Reviews The critics loved Spontaneous
Assembly almost as much as the customers. Here are some typical product reviews: |
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