If I get another bloody ‘Private and Confidential’ letter from new
business getters I have never heard of, or a ‘Strictly Private’ missive
from recruitment firms I don’t need, or any more ‘Addressee Only’ bumf
from estate agents, accountants or consultants, I will report the lot of
them to the Data Protection Registrar, the IPA, the DMA, the ASA and any
other organisation vainly attempting to introduce acceptable standards
of advertising practice.
I’m pretty sure that consumer research has shown that Mr and Mrs Average
won’t tolerate this sort of approach and for years have been so
irritated by it that the direct marketing industry has dropped the
practice. Why hasn’t the business-to-business lot cottoned on?
How dare they assume that their unprompted, unsolicited and unwanted
letters deserve my private attention - over the genuine job offers I
get, letters from my bank manager and the special catalogues I get at
OK, I’m a sucker to open them - certainly, the moment I realise that
it’s a ruse to get the boring stuff into my important hands, I bin the
contents regardless of the message within.
But instead of stimulating a passing interest in a relevant, well
delivered mail-shot without the scream of ‘Private’, I am left with
genuine ill-will towards these timewasters, a resolve to be rude about
them at every opportunity and an active discrimination against the use
of their services or their people.
Send your rants to Belinda Archer, Campaign, 174 Hammersmith Road,
London W6 7JP