Author Archives: Tony Attwood

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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What is the most cost effective way of gaining sales from schools during this time of austerity for all?  

It is of course true that school budgets are being cut.  But curiously there are some unexpected bonuses in this. For example, because a lot of schools are not being inspected on anything like a regular basis they are not … Continue reading

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Gaining sales from schools during this time of austerity for all

  It is of course true that school budgets are being cut.  But curiously there are some unexpected bonuses in this. For example, because a lot of schools are not being inspected on anything like a regular basis they are … Continue reading

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How to ensure that every email to teachers really brings the response you want.

  Talking about failure in a note to potential customers is, according to every marketing book I’ve ever read (and probably quite a few I have not read, but since I have not read them I can’t be quite sure), … Continue reading

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What is the simplest way to see why an email ad has not worked as well as anticipated?

Finding out why an email advertisement has not worked as well as one might have hoped is actually quite simple.  As is changing the advertisement in order to make it work better. This is because there are only four possible … Continue reading

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Why is it that the skills that are used to sell things are rarely taught in schools?

Who at school learns how to write something that is quirky, or is in the form of an open question?  Indeed who at school learns what an “open” question actually is? Come to that, no one that I have met … Continue reading

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What is the most effective way of grabbing your potential customer by  the throat?

Here’s something that I think you should never do: create an advertisement that tells the reader what you want her/him to do at the very start. For I believe the very beginning of an email needs to stand out – … Continue reading

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