I love that headline – “despatches from the war on error”.  It was in the Observer last week.  The book review it related to wasn’t of great interest to me, but the headline was.

So I write a farewell note (farewell for just a week that is) with my eternal thought… get the headline right and you have a chance of getting readership.  If the headline is bland, nothing much is going to happen.

With email you have around a second to grab the customer’s attention, so that he/she will read on.  With postal direct mail you have maybe four seconds.  Either way you have to intrigue and encourage the reader to set aside what she/he was going to do, and instead read your advert.

It is a tough call, which is why headlines are so important.

If you would like Hamilton House to create a few headlines for you, please do get in touch.

In the meanwhile I am going away for the next week so you won’t be bothered with my communications for a while – back on 18 June.  But you can still talk to my colleagues on 01536 399 000.   And you might like to have a look at one or more of these in the interim – in case there is anything you missed.

For creative advertising: www.goodad.co.uk
For issues relating to selling into schools: www.blog.educationmarketing.org.uk
Tony Attwood

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB.  Phone 01536 399 000.