Plain & Simple

The trend in most forms of writing, political speeches and even business-speak has become laughably wordy and confusing.

For direct marketing copy this holds an added danger. If the intention is to confuse, then we have another credibility problem in the industry. Take a look at a dozen or so direct mail offers and see if they are written in plain English or in “direct marketing-ese.” And I don’t just mean the credit card, bank and insurance offers which are so full of small print and legalese that the reader needs a degree from the Wharton School to decipher them. I mean take a look at the basic direct mail offers. The ones that should be…. well…. direct.

Many seem to lack what was once the art of what we called “Plain Speaking.” Once we praised our politicians, like Harry Truman, for plain speaking. Now, with the lengthy recession and wars, endless political and celebrity scandals and just plain bad behavior we witness every day, I predict that, at least subliminally we are longing for more Harry Trumans. Or Teddy Roosevelts who said speak softly and carry a big stick! Direct marketers may be wise to tap into this undercurrent and use it to their advantage. Speak plainly. Speak softly. The big stick they carry can simply be a fair offer, explained in plain English which allows the consumer to decide if it has value. Plain and simple. Perhaps this is a trend direct marketers can champion and with any luck it will be embraced by every aspect of society.

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For more information on international data and analytical solutions, contact me at doug@focus-worldwide.com.

Circle The Wagons

This month's column looks at two threats to society and business-protectionism and rude behavior.

A bad economy often leads to renewed protectionist legislation regarding tariffs, duties, import restrictions. This is happening not just in the U.S. but around the world. Here, the "Buy American" program is hurting those companies it was intended to help as many component parts are manufactured or assembled in Canada and Mexico for finished goods with the made in USA label. How this plays out would be amusing if it weren't so serious. Again, those who enact the laws have no idea what the repercussions will be nor do they understand commerce in general.

Rude beahvior is making headlines in the U.S. Is it a national epidemic or a global pandemic? Is there a cure? And will it affect how marketers work and are perceived?

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Thought Of The Week

New German Privacy Law in Effect Sept. 1, 2009

Thanks go to Stephan Merz of www.d-2m.de for supplying this update.

There will be a change from opt-out to opt-in for the receipt of postal mailings and the use of postal addresses. For this significant change the government is allowing a transition period of 3 years for data collected before September 1, 2009 and not changed since. But as from September 2012 on there will be a full need for opt-in.

The new law lists 5 exceptions for non-sensitive data for advertising purposes:

1. Addresses can still be used for advertising for own purposes by the data owner. Mailings to a company's own customers for similar offers are still allowed without opt-in.

2. B2B advertising. This covers general business addresses and business addresses with a named decision maker. Mailings must be for business purposes.

3. Advertising for charities and non-profit organizations.

4. When a mailer states the (original) data source on the mail-piece and can document the delivery chain. Not with a code, but as clear information (e.g. this address was obtained from "name and address of the mailer). The information must be stored for 2 years by the list owner and the user! This includes the permission to use lists from list brokers within the so-called lettershop method.

5. When the address owner can be clearly identified. This is the case for so-called recommendation mailings or for package inserts, catalog inserts and other similar insert options.

This is a significant change from the previous law yet not the drastic and draconian version of the new law that was expected a year ago. But it impacts the German DM industry with “legal uncertainty” now, as the new law is set up quite generally and intentionally leaves room for interpretation. We also expect some companies will be taking their files off of the list rental market.

For more information on this, international marketing logistics, regulations, market entry strategies, please contact doug@focus-worldwide.com.