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10. From me to you.
Are you afflicted by "information overload"?
I thought I'd slip in some jargon for reasons you'll soon appreciate, but your problem is partly my fault. I've been sending you a lot of stuff, so I'll be brief.
I just got a message from "The IDMF Team". The people who run the International Direct Marketing Fair.
What is this obsession with initials? Aren't there enough around? And what is this obsession with teams? Are we all playing football?
It's like being greeted by "the onboard team" - when I was on the train hopelessly delayed somewhere between Stafford and Crewe.
If I want to reply to this message, who do I reply to? (I did - and got no response).
Come to that, do you like dealing with a "team" or would you prefer to talk to one person and maybe build a relationship?
"Team" is a negation of direct marketing - and service - which are about serving individuals better, based on their special characteristics.
Somebody made a fortune by calling it "one-to-one" marketing - which it isn't, by the way.
Don't be a team - unless you've got 11 heads. Write from me to you. That's Helpful idea No 10.
By the way, their e-mail included a game. They call it an involvement device as it sounds posher than game - but which would you prefer? A game or an involvement device?
The team told me it was "an innovative" idea.
That's a word people use because they think it sounds a posher than new. Actually it sounds like something you've heard a million times before - and it bores you.
It really means something less than new. Sort of "new-like".
Don't use hackneyed language like that, please. It makes you sound like a politician.
Next helpful idea...
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