Iain Murray’s ravings about the nanny state, lardy people and similar are always marvellous – I almost hate to disagree with him. But as a pet owner/direct marketer, I admit that I, for one, am daft enough to respond very favourably to coy letters from the vet personalised to my animals – emotionally if not intellectually.
I know, I know… it’s really embarrassing but on the other hand it’s better than some crap form letter or something that’s professional, yet scares you to death.
The vet was reassuring owners that he really does care about their animals, knows their names and is definitely not going to scare or hurt them. Dead clever, I say.
How lovely that a non-direct marketing person can communicate to his target market so cheekily and so well whereas we “real” direct marketers persist in bombarding people with the very worst in junk mail.