Teaching VDP to Speak

A common question is, “how do you sell VDP?” Perhaps you let VDP speak for itself.

The following is one of our favorite techniques for demonstrating the power and value of VDP. It requires very few words and no convincing. If your customer doesn't respond positively, check his pulse.

Tom’s university alumni group is soliciting money for the school. Tom receives the following postcard asking for money.

What would your response be to this postcard?

Now, assume Tom receives a different postcard:

In case you didn’t recognize him, that's Tom in the picture with his old football teammates.

At this point, it’s important to mention that a recent study found that 68% of people go through their mail within reach of a trash can.

Then, ask three simple questions:

1) Which of the postcards is most likely to go in the trash and which one is most likely to go on the fridge or the desk?

2) Which postcard will raise the most money?

3) Which postcard uses VDP?

There’s a good chance you have raised your customer’s interest in learning more about VDP. The next step might be recommend starting with one or two test projects to let the customer become convinced that VDP works.

With EZ-VDP, this approach is, well...easier.