Author Archives: Tony Attwood

On YouTube you might come across ASMR.  If you do, you might want to start running.

ASMR (Autonomous sensory meridian response to give it its pompous, meaningless and probably pointless full title) means whispering into a microphone so that one’s voice is hardly audible while twiddling one’s hair between two fingers or fondling a towel. It … Continue reading

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It is time for each good citizen of this fabled land to retake control of her/his life.  And then sell it.

What does the future hold for those of us living on the borders of independent Rutlandshire and bankrupt Northants with wild Leics looking on? Such was the question asked of a panel of experts at this month’s “Inside & Out … Continue reading

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I was challenged to devise an ad for Schools.co.uk which included six randomly chosen words, twice.

As you can imagine the Toppled Bollard has been agog with excitement following my announcement yesterday that I was accepting the challenge to write an advertisement which not only made sense (that in itself being quite a challenge), but which … Continue reading

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What single factor is the most likely to reduce the effectiveness of an advert?

Put another way, what is it that more firms get wrong than anything else, when creating email advertisements?  What is it, in fact, that stops them getting more sales? Every week I am asked to comment on a number of … Continue reading

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The story of a supermarket that spent a fortune and got it horribly wrong

  A couple of miles from my house is a supermarket and in September the owners  obviously felt it needed modernising. So every night for a period of two months teams worked on completely changing the design of the interior. … Continue reading

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Is it true there are certain words that you should never use in advertising?

By Tony Attwood For once I am going to make life easy for you and give you the answer immediately by saying “no”.  So now you don’t have to read on. But as you are still here I will go … Continue reading

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What is the difference between a sardine and a politician?

What is the difference between a sardine and a politician? Such was the challenging question that was presented as the title of this month’s lecture in the series “Contemporary Issues in Direct Marketing” by Dr Billy “the Dog” McGraw.  The … Continue reading

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Selling is a process.  How it works depends on the interests of your customers, not on the latest gizmos.

It is almost three years since “Baby Shark” was uploaded to YouTube. It runs like this: the baby shark arrives, its mother arrives, the rest of the family arrive. The shark family goes hunting. Smaller fish swim away. The end. … Continue reading

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Email lists are very inexpensive to purchase, but do they still bring in the orders?  

By Tony Attwood No one would ever suggest that using email lists that are addressed to the school office are as effective as email lists that go directly to a person, but they still have their uses. Perhaps the most … Continue reading

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How to take your web page up and up the rankings

by Tony Attwood Going up the Google rankings is helpful because if you get close to the top of the rankings you can, quite obviously get more and more people clicking on your site: you are in fact getting visitors … Continue reading

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