Beyond everything else direct marketing adverts need to grab attention, and as a result each advert needs to be different from every other advert.  Indeed copying what someone else has done, either in terms of general style or in terms of actual text and pictures, is rarely the way forward and can often cause harm.  (Just because someone else has done it doesn’t mean that it is actually a good advert.)

In fact, grabbing attention is an art form in itself because with email advertising you only have about one second to do it. With a postal campaign you have four seconds.  Either way it is not very long.

So the notion of starting with some background and introducing yourself as you might when addressing an audience at a conference, won’t work. You have to knock the readership out within a second or two. 

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