Heart vs. Head

What has come over us Limeys?

We were always known as a pretty dull, phlegmatic bunch, compared to the excitable French, the fiery Spanish, and the sexy Italians.

By /

The Death of Direct Mail

A while back, my Australian partner Malcolm Auld sent me a piece by a marketing expert named Tom Evans, which stated that “direct mail for customer acquisition is dead.” You should still put your money into direct marketing, said Tom — but do it online.

By /

A Checklist for Breakthrough Sales Copy

I have always seen myself as a kindly, helpful soul — but clearly my memory fails me.

Back in my Ogilvy & Mather Direct days, people quickly turned their computer screens blank whenever I materialized in the creative department. Seems I had the nasty habit of reading the sales copy they were writing out loud and making derisive comments.

By /

How Bad Marketing Killed a Good Man

When I got into the mail-order business years ago, it wasn’t something you boasted about. You would be a bit inscrutable when people asked you what your job was. You would mutter something that included the word advertising — so much sexier!

I recalled this coyness when an old colleague asked me to talk to some to Syracuse University students here in London who are enrolled in a course called Ethical Advertising.

Most marketers are too busy trying to make a living to worry about whether or not they’re being ethical. But then I came across this quote from Abraham Lincoln that summed up the way I feel about my chosen career: When I do good, I feel good. When I do bad, I feel bad.

By /