There’s so much talk about digital these days, you might think traditional (paper) direct mail just crawled away into a corner and died. But, like radio after TV came along, paper DM is still here. If my letterbox and workload are anything to go by, there’s still plenty of DM landing on Britain’s doormats. I […]
Over the past few decades, I’ve noticed a lot of the products, services and offers I write about have become have become increasingly complicated. Take, for example, the average smartphone. If you’re looking to buy one, you need to consider all sorts of things, like speed, screen size, camera and which network tariff to get. […]
No one should write, produce or have to receive junk mail. It wastes marketing budgets, not to mention precious natural resources. And it annoys vast numbers of recipients who aren’t interested in what’s on offer. The following is an account of an experience I had. I hope it will help you prevent your direct mail […]
Nine brilliant campaigns/ideas from 2010 that I wish I’d done Below is a collection of some of my favourite ads and marketing ideas, done by others, from the past 12 months. I’d have liked to include some long copy and a piece of offline DM, but I couldn’t recall any examples that had really wowed […]
A famous DM copywriter – I think it might have been Steve Harrison – once said that direct marketing isn’t sending customers a folded press advertisement. Nor, I would add, is it a press ad with an email address attached. When you communicate directly with an individual, it’s an opportunity to build a one-to-one relationship. […]
Do you know the Canadian store department chain called The Bay? It’s part of The Hudson Bay Company, one of the oldest commercial corporations in the world, with a pretty impressive history – they used to be the de facto government in large parts of North America in fur-trading times. The last time I was […]
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