Friday, 19 November 2010

Marketing messages that delight

Work can get pressured, can’t it? Deadlines, stuff running late, things not happening when you want them to happen. It’s all pretty normal in my world.

So when my Friday morning gets interrupted by an email that makes me laugh out loud, it’s a real delight.

Let me be plain, this was a sales email from a determined and focused young man. It did not contain pictures of cats with orange peel on their heads, nor did it try to amuse with jokes or overt humour.

It was just well researched, well targeted and well written. And whilst he had in no way bombarded me with emails he had kept in touch: quietly and appropriately. It was a delight. And I wrote and told him. I have no doubt he will go far.

The late and oh so great David Ogilvy would have approved. He made the point that you can’t bore people into buying your product, you can only interest them in buying it. His italics.

Maybe I’m unlucky, because so much of what hits my desk either in paper or by email is uninteresting, untargeted and uninspired. So when someone takes the trouble to stand out from the crowd, he has at least got my attention - in all the right ways.

Nice to end the week on a positive.

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