Is it a boy or a girl?

Hi,

We have a guest columnist today: DM tyro Douglas Nichol sent me the following observation after yesterday's thought "Don't forget my heart":

.....

Michael,

Re "Don't forget my heart":

Men tend to be left brain thinkers and want the facts and little else. Australian society is becoming more feminized and the danger is we forget how to sell to men.

This has been tested in the UK charity Help the Aged, who traditionally had taken the classical right brain emotional approach to donor acquisition regardless of gender. They rewrote this direct mail piece to be an extreme left brain fact driven communication. When this was mailed to men it generated an 85% improvement in response rate-which as you know in Charity DM is a windfall! Interestingly when this pack was mailed to women there was only a 15% decrease in the response rate.

Cheers

DN


Douglas Nicol