Category Archives: Uncategorized

3 sure-fire ways to get foot draggers to order your ELD system today.

Fleet managers who are dragging their feet about transitioning to ELDs are going to end up behind the eight ball. They are clinging to the irrational hope that the ELD Compliance date of December 18 is going to change. Despite posturing by politicians and pundits, the likelihood of it changing is remote.

You and I know the time to buy is now; how do you convince the “wait & see” prospect? Here are three techniques that can help you clinch the deal.

1. Offer an irresistible incentive to sign now.

Come up with a offer they can’t refuse. If you have a good relationship with the prospect, simply ask them, what would it take to get you to sign up now?

Consider attaching a time line to offer: Buy by December 1, and we will extend a 15% discount.

2. Explain real world consequences of not getting on ELD bus

These are not scare tactics; these are real world consequences of waiting to invest in an ELD system. Here are a few:

  • Shippers and brokers will increasingly demand ELD compliance from their carriers.
  • As the December 18 implementation date nears, there is a very real concern that there will not be enough devices to meet demand. Get yours now while they are available.
  • Insurance rates are likely to go up.  Carriers that do not e-log up will likely have a hard time buying insurance. And if they can get it, it’s going to be a nosebleed rate.

How do you leverage these consequences? Here’s one effective method: allow fleet managers to commit to your system now, and pay for it when it is delivered.

3. Increase in productivity = More revenue

The biggest problem late adopters are going to face is “the reality of the shortfall of revenue,” said a fleet manager.

“We’ve been on e-logs for five years now, and I can tell you that late adapters are going to lose 4-7% in productivity,” he said. “Paper-log folks do not log properly. That gap in productivity is going to be huge.”

In the end, you need to build trust by listening to a foot draggers objections, addressing them directly, then giving them an incentive to buy now.

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5 secrets for better email marketing results

Email marketing can be an effective and efficient way to reach customers and prospects. But it can also be a colossal waste of time and money if done poorly,

Here are five best practices that will help you get results.

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The Benefits of Building a Better Brand

Branding is more than a business buzzword; it’s your competitive edge. Your brand differentiates you from everyone else in your category.  In a Business-to-Business environment like CAM, your competitors can duplicate almost anything of yours. They may be able to do a better job, sell the product or service at a lower price.

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Marketing a Business Online in a Mobile-First World


Technology advances so rapidly that it becomes difficult for businesses to stay up-to-date with website trends.  It wasn’t until 2007 with the introduction of the iPhone that the world was first introduced to a device capable of more than a novel look at the mobile web.

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FOR IMMEDIATE RELEASE: CDR selects Capital Letters Marketing to be North American Representative

FROM: Chris Hippler, Capital Letters Marketing

SOURCE: Gabriele Casini, CDR

ANN ARBOR, MI, November 8, 2015 – Gabriele Casini, Sales And Marketing Manager for CDR, announced that Capital Letters will be the CDR North American representative.

“CDR is a great company,” said Chris Hippler, President of Capital Letters Marketing. “We’re honored to help them build a stronger presence in the United States and throughout North America.”

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Marketing is Yin to Sales Yang

One of the essential truths of business is that marketing and sales must compliment each other to be truly effective. They are opposite sides of the same coin; the yin to the others yang.

In its simplest form, marketing must effectively communicate key messages to generate leads; sales must continue that process and convert the leads to sales.

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Marketing Tool Box

As a successful business, you have your ‘tools of the trade’ for getting the job done.  Why shouldn’t the same be true when it comes to promoting your business to potential new customers?  Here are five things that all businesses should have in their marketing tool box.

Have a Marketing Plan

The baseball great Yogi Berra once said “if you don’t know where you are going, you’ll end up some place else”.  That’s powerful advice for a business’s marketing plan because if you don’t know where you’re going, how will you know when you get there?  The first thing companies should have in their marketing tool box is a plan.  This should be a set of well-defined and realistic goals, written down on paper, with tangible deadlines.  Running a marketing plan in this way helps ensure that results are actually achieved and visions realized.

Company Website

About 5-10 years ago, having a website was more of a novelty for many B2B companies.  At most it was a fancy brochure for supplying phone numbers and location information for a web-savvy few.  In 2016 the landscape has changed.  While organizations and the brand persona’s they portray may seem the same on the outside, the members of these organizations are younger and more inclined to use the internet than ever before.

In other words, having a well-built and informative website has become a standard for doing business.  Even companies that rely mostly on referrals and routine contract renewals are starting to see that having a website is an essential piece of the marketing picture.

A Solid Customer Database

Good data is key to marketing a business effectively.  Another important tool in your business’s marketing tool box is a clean customer database.  This means complete name, address, phone number, email and other data that can be used to send marketing messages on a regular basis.

There are many ways to collect data like this but the real challenge is in keeping it organized and up to date.  Make sure information is cleaned on a regular basis by updating phone numbers, emails and other pieces of data.  Depending on where you get your customer information, it is also helpful to make sure the people you marketing to are a part of your target audience.


Printed information about the value you bring to your customers is always important to have.  Up to date, informative literature in the form of printed marketing collateral helps make your business look professional.  Businesses can also get a lot of mileage out of these materials at trade shows, using them in mailers, passing them out at client meetings and other venues.


What your customers and clients are saying about you can be extremely powerful for potential customers.  People within organizations often do research on the companies they plan to do business with.  Testimonials offer a trust factor that can’t be matched by clever marketing messages and other content produced by a business.

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Want to build your business? Our new marketing class can help.

When you want to expand into a new territory, prospect for new clients, or introduce new services, determining the marketing strategy plays a critical role.

With so many print and online options to choose from, how do you know what will deliver the best ROI? A new class I’m teaching through CAMTEC may answer some of your questions.

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Cabinet Makers Association selects Capital Letters

The Cabinet Makers Association (CMA) Board of Directors voted unanimously to retain the services of Capital Letters to help strengthen the CMA brand and build membership nationwide.

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Oil Analysis System Video

Are rising costs eating away at your profits?

We are excited to Introduce the Oil Analysis System! A fast and accurate test to determine the quality of Nuts, Seeds, Olives and more! Not only does the Oil Analysis System analyze the quality of incoming products but it also helps to determine shelf life as well.

For more information, please contact Kevin Hunter at (248)-844-1239 or

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