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... in a national TV show aimed at teenagers. Even with great PR, only a handful of people showed up. No one thought that holding the promo in a bar might not be an appropriate place for kids. Then there's the Solstice, the sleek, two-seater sports car from Pontiac that weighs in at $2K. Both the design and the price get rave reviews, but experts question whether it will make the hearts of the young and the would-be young go pitter-pat. "Like the other GM sports cars, it comes ... is irrelevant. A dull short letter is no more effective than a dull long letter. Stories get attention (whether in a letter, a newsletter, or in a speech) because they capture interest and create excitement. Why don't insurance people talk about how a Disability Income policy helped a single mother provide for her children when she was dying of cancer? Why don't bankers forget about everything else and tell about how a modest loan to a small business owner opened the way for increasing sales? What draws so many of us ... enthusiasm with his question, "Who's going to make the coffee?" Bruce knew that success lies in the details, not in the grandiose ideas. If it isn't clear who's going to do what to whom and when, all the talk is irrelevant and the program will fail. It isn't necessary to look very far for examples: A major-market TV station scheduled a free event for fans to meet one of the actors in a national TV show aimed at teenagers. Even with great PR, only a handful of people showed ...

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