Effective communication is born out of a relevant proposition
within a compelling idea. Although by no means easy to attain, such
disciplines have been employed by advertising agencies for years - more
often than not to great effect and acclaim.
Why is it, then, that direct marketers have failed consistently to adopt
these simple guidelines?
We are inundated almost daily with their unsolicited missives, each of
which contains a rambling, poorly written, confusing letter accompanied
by a miscellany of seemingly irrelevant literature, much of which has
never seen an art director.
Even if you have the inclination to open the envelope, do you really
have the time to piece together the jigsaw of paper to understand the
offer? How much longer are we to endure this avalanche of paper into our
Not for much longer. I propose that a punitive environmental tax is
implemented on all paper used for unsolicited mail. (This clearly must
include the tonnage generated by the ubiquitous Christmas brochure.) The
implementation of such a tax should force our profligate direct
marketing cousins to focus on their approach and adopt the art of agency
communication practices, or encourage clients to divert creative
implementation to the proven communicators - advertising agencies.
However, they have been doing the same thing for years. No doubt their
redemption levels continue to be at an economic level; no doubt they
will continue with their deforestation of our planet.
This rant will change nothing. So, here’s some action you could take:
never complete a ’lifestyle’ questionnaire, even if you are offered a
camcorder as a prize; in writing to any business always use the same
initial and spell your surname clearly or you could receive more than
one sad plea from the same company with your surname spelt differently
on each envelope; and the ultimate deterrent - contact the Mailing
Preference Service. At least your bin will be lighter.