The art of connecting people.

Brent Green has written many general-interest essays, magazine articles, newspaper editorials, and business self-help materials. However, most of his client writing assignments require him to "walk the walk and talk the talk" of specialized industries, writing in a voice tailored for these unique market segments.

For example, here is direct mail copy from the third in a series of four brochures targeting senior executives in the supermarket industry. Although you may not be familiar with this industry, you will quickly realize that this copy is a passionate rally cry, written to motivate those who focus on the nonfoods side of the supermarket business.

Also unique with this four-step direct mail program is cutting-edge production technologies. Each full-color brochure has been personalized to the recipient. This project clearly demonstrates the burgeoning opportunities for marketers to take advantage of breakthrough digital printing technologies.

HEADLINE:

John Dow (actual name inserted here) is part of an evolving process that began in 1970 when grocery stores were for groceries, and nonfoods belonged to other classes of trade...

BODY:

Once upon a time, general merchandise and health & beauty care in grocery stores meant a few sparsely stocked shelves, almost hidden and certainly inconvenient for discriminating shoppers. Grocery stores offered high prices and poor selection. Other classes of trade blossomed by delivering variety, low prices and convenience.

The growing preeminence of nonfoods within today’s supermarket isn’t an accident.

It has taken trailblazing executives, ready, willing and able to buck tradition – free thinkers going against conventional wisdom about the grocery store shopping experience:

This revolution required dedicated leadership to show our industry what consumers really need, as well as perceptive thinkers to help us recognize threats imposed by other classes of trade.

The transformation demanded a clear message: Retailers, wholesalers, and manufacturers could (must) work together to augment America’s supermarkets by expanding nonfoods.

Above all, it has taken the General Merchandise Distributors Council – an international association where visionary thinkers – both buyers and sellers – have joined since 1970 to grow the business.

Someday the supermarket industry will consistently lead other classes of trade in nonfoods retailing.

Someday, mass merchandisers will follow our lead when implementing their nonfoods "best practices." Someday supermarkets will become models for how to do it right, whether introducing a new Rx-OTC "switch product" or setting standards for do-it-yourself-health merchandising.

Someday, consumers will believe supermarkets offer the widest nonfoods selection at benchmark prices.

Someday.

However, not soon enough if we fail to redefine yearly what nonfoods retailing means to supermarkets. Not unless dedicated industry leaders like you continue to share ideas, strategies, and wisdom.

Not without GMDC and its singular focus on making sure supermarkets get their fair share of the GM/HBC opportunity.

GMDC would benefit greatly from the depth and prestige that Doe's Supermarkets could bring our membership roster. As importantly, we need John Doe, your colleagues, and the added dimension your team could deliver to our united effort. In return, we have much to offer.

Will you please join us?

"The key is going to be what we do with health and beauty care."

– Jeff Manning, VP General Merchandise, Bashas’ Markets

"GMDC has carved out a tremendous niche for itself because they are the only ones out there pointing out the tremendous profit potential of the general merchandise/HBC categories."

– Bill Parsons, VP Corporate Trade Relations, American Greetings Corporation

"GMDC’s Educational Foundation will be the instrument that delivers the bottom line to the supermarket industry in the future."

– Charles Yahn, VP GM Division, Associated Wholesalers Inc.

The key to success.

BUSINESS MARKETING ASSOCIATION

... has presented Brent Green & Associates with its coveted Gold Key and Best of Class awards for a business-to-business multimedia campaign on behalf of GMDC. The above excerpt is from a trade association campaign that is winning critical acclaim for pushing the technology envelope while delivering important companies to our client's membership roster.