The "Clean" Sex Site
The Lawrence Research Group is not your "normal" research organization.
No, Ray & Judi Lawrence began the company several decades ago. As,
more or less, a sex education firm. There is a big difference between
education and training. Just ask yourself if you want your kids or grandchildren
to have sex education or sex training. You immediately understand the
difference, don't you?!
The Lawrence Group is in the sex business. Sex, not porn. They supply,
through extensive print, direct mail, E-mail and the web a wide variety
of product. Sex toys, erotica, how-to guides and "kits". As
quoted from their introductory catalogue, "... (we) believe sexual
aides can provide a new and entirely positive source of pleasurable sensations
for each partner."
space in 40+ magazines is where they begin. You must ask for their catalogue.
It is never sent without a request, and a $4. fee. Which you earn
back with your first order - the fulfillment package includes a Catalogue
The catalogue does not arrive in a brown paper wrapper, either.
Instead, in a much more conventional 6X9 white window envelope - with
the standard "The information you requested is enclosed" on
the front. It is sent meter mail first class.
Above the address box it says "To Be Opened By Addressee".
High-lighted in red underneath is the phrase "Personal and Confidential".
There is only an address identification on the outside - no name. Not
even Lawrence Research Group.
Being good direct marketers, they use the back of the envelope. Since
3 of 4 people who touch your envelope will turn it over before opening
- it is always good to use the back. They begin their message and offer
with this; OPEN AT ONCE ... you have 15 days to receive your FREE BONUS
GIFT! The key words are bold, in caps and red.
The black front cover of the 36 page catalogue introduces you to the
name Xandria Collection - their marketing handle. Inside
is a welcome letter, which outlines the philosophy of the company. Half
the letter talks about customer satisfaction and trust -- key elements
of marketing today.
The Advisory Board is on the first page. The smiling faces of 2 ladies
and 2 gentlemen, and their credentials. Pages 2 & 3 are titled Sexual
Response Cycle. An excerpt from a guide provided by the National Sex
then the products begin. Artists renderings, with a fair amount of descriptive
copy. And some "interesting" titles for each section. For example
Mood Makers, Massage, Vibrators, The Choice is Hers, A Spot of Pleasure,
Special Kits, Adventure. There is even a Ray & Judi Recommend
page. You get the idea.
The package also includes a page of testimonials. A "lift letter"
with a special postage and handling offer outlined. A loose order form
(there is one in the catalogue, too). A second welcome letter, guarantee
and the catalogue credit coupon all combined. Everything is 2 color, red
and black on white.
Future catalogues are the same size, same graphic approach. Although
on some covers there is a very "loving" picture of a couple.
The follow-on catalogues are in color. A color cover and color through.
Each arrives in your mail box in an envelope - most often white with
red, black, sometimes a rich brown lettering. The titles vary according
to the season; Forget the Flowers, Spring Fantasies, Love is In The
Air, Spring Fever Sale, Joys of the Season. Each cover has their toll-free
number boldly listed. And there is "teaser" copy, too; 17 new
products in this issue, 23 old favorites on sale, It's the time of the
year to indulge in the fantasies ... and onward.
Xandria is "America". Orders come 58% from men
/ 42% from women. 53% are married, 31% single, 12% divorced. 48% have
a college education or higher ... another 32% some college or tech school.
Ages run from 20 up ... with 59% 30 to 50. Incomes are everywhere - 32%
are $50,000+. And 69% have ordered a minimum of 2 times.
And NO!, you cannot buy or rent the list. Ever. For any reason. Period.
This marketer is successful because they follow foundation principles.
They place ads in selected magazines. They direct mail fulfill promptly
and completely. They follow-up. They offer an opt-in E-zine, which arrives
a couple of times a month. They do exactly what they say they are going
to do, and they do it well.
For more visit www.xandria.com.
If you'd like to receive their fulfillment package go on line, fax 1+415+468-3912,
call them toll-free @ 1-800-242-2823 or E-mail my friend and
the Marketing Director Marcia Jackson; Marcia@xandria.net.
Tell Marcia Ray sent you, and she'll waive the $4 catalogue fee.