Every year I dispair at the way people writing copy will send out billions of letters with the opening line

With Christmas fast appraoching…

or

With summer fast approaching.

But now the BBC (who really ought to know better) has come up with

As February is fast approaching we’ve added even more great products to our BBC Shop Sale. Check out our wide range of some of your favourite BBC products at even lower prices. You’ll be guranteed to find a great bargain at BBC Shop. Happy Shopping!

Really – surely someone in that august organisation could do better. Not least because

a) the second half of the opening sentence is a non-sequita

b) BBC Shop is generally more expensive than Play.com and Amazon.co.uk

c) “As February is fast approaching” is just, well, daft.

d) The opening of any communication needs to be penetrating, to the point, exciting, full of voom, and above all with something that makes you want to read on.

If you disagree with me, or indeed if you would like me to have a look at your promotions (in private of course – the only communications I make public are the ones that I just get sent or see each day) just forward to tony@hamilton-house.com or call me on 01536 399 000.

Tony Attwood