Far too many sales letters, web pages and other marketing material fail because the reader isn’t told what to do, what action to take, where to go or how to order what’s being sold.Imagine you read an advertisement for something you rea...read more...
I love fairs! Anywhere there's a bargain to be snagged, you'll find me rummaging through the boxes, tables and car-boots for undiscovered goodies. So, it was with great excitement that I received a flyer in the mail for a fair at a local college.At l...read more...
I phoned my girlfriend on Sunday night to see how she was after an operation. A strange male voice I didn't recognise answered with, "Hello?". I apologised, said I had the wrong number and hung up. I checked the number and redialled. Same response. S...read more...
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(This article appeared in One Lady Owner, a Herald on Sunday supplement, in November 2009.)
When last year I bought a new car I did something most unusual and quite risky: I ordered direct from an importer, buying sight-unseen. I knew that unless I purchased a separate warranty, buying from a dealer was the only way to be absolutely safe when buying a used car. But after a less than satisfactory visit to a car yard (of which more in a moment), knowing an importer I trusted and already having in mind what kind of car I wanted, I decided on importing to order. The importer emailed me details and photos of vehicles available for sale in Japan that fitted my criteria (and pocket), from which I chose the car I wanted. And very happy I am with my little Peugeot 206, too.
So, how did I go about the process, what did I take into account, and what did I ignore completely? Well, I ignored colour. I know there is a belief that we women chose a car for its colour, but to me it’s irrelevant, which accounts for the fact that my second car was a hideous Ministry of Works yellow.