Everyone in the marketing industry has something to learn from this business. They’ve got one of the most aggressive niching systems known. But thanks to this niching system, they can discard vast portions of the potential market, concentrate their sales efforts on the very best prospects and, most of the time, generate a significant financial return on these qualified leads. I am, of course, referring to the Nigerian E-mail Scam...

Here’s an insight into my Sunday. Right now, I’m shelling broad beans. (Actually, I’m clearly procrastinating because shelling broad beans is boring.) These will become part of a broad bean pilau which I’ll serve with spiced grilled courgettes. It’s vegetarian; not because we are but because cooking satisfying vegetarian meals is far more of a challenge, and therefore far more interesting, than serving a slab of...

Radio 4 is playing next to me. I’m that damn rock n’ roll. And they’re talking about a team of scientists who are trying to evolve music from noise. (Actually, now they’re talking about sustainable living and whether or not we should care about resources running out, because the Today program does have some similarities to a child with ADD.) Robert MacCallum started with a series of noise loops, and asked people to pick...

Just over a week ago I signed up to Drayton Bird’s e-mail list. One thing I love about Drayton Bird’s e-mails is that they’re always good reading, even when the whole thing is a subtle pitch. (And the whole thing is a subtle pitch for various products, either Drayton’s own or ones he’s an affiliate for. I’m almost certainly buying a couple before the series is done, too…) I’ve read a load of...

Have you read the Slate’s latest article on podcasting? If you haven’t, check it out. Don’t worry, I’ll wait. Slate doubles down on podcasts Done? Good. Now, here’s a problem… Why did the Slate’s podcasts do so well when the Times and the Boston Globe flopped? It’s the same reason that people don’t read your e-mails, or your letters. Or, come to that, any of your advertising. Sorry to put...

I’m sure you’ve heard of the 80/20 rule. Here’s a variation: 20% of the quality produces 80% of the result. If you’re aiming at the higher tier of your market – a Selfridges rather than a BHS – then you need to remember this. Your customers are the ones who won’t be satisfied with 80% of the result, and will pay the cash to go the whole way. Another thing to remember is this: ‘result’ can...