Jim Milke

"This will wake up your used car salesmen." Car dealership owners had signed up to buy and trade used vehicles at Smart Auction's website, but weren't using it.

We sent them the world's hardest-working coffee break. Inside: a Starbucks coffee and biscotti and materials that used screen grabs and callouts to overcome their technophobia and explain each feature and benefit of the website in a simple, easy-to-digest way.

Our response rate was 70%, with a final conversion rate of 35%. At $350 earned for every vehicle traded, this free coffee gift was all the jolt this business needed.