Three reasons why I keep direct mail to inspire my work | DMA

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Three reasons why I keep direct mail to inspire my work

As I’m a copywriter, I think receiving direct mail is truly fantastic. I suggest grabbing it all up and keeping it. Other than life insurance and PG Tips 2-4-1 promotions, here are three reasons why I use direct mail I receive to inspire my work:

1. It’s full of ideas. Sometimes bad ones, sometimes brilliant ones; often horribly-executed ones. Whether you’re stuck for a creative concept, a turn of phrase or a five-minute break to refresh your head: there’s a flyer for that.

2. It’s random. This is an extension of the point above, but worth its own point. We can only create using the thoughts in our head, and it’s hard to deliberately seek out randomness: we instinctively turn to the same websites, read the same newspapers or listen to certain genres of music. Direct mail offers a chance to inject something fresh into your thinking. Give it a glance.

3. It’s very visual. It’s colourful, pictorial, photographic. The brain likes pictures, even if it’s a copywriter brain like mine. It’s exciting. Make a point of noticing one thing that you like and one thing you don’t about each image.

Use ad mail, look out for it, collect it. Pick up flyers and postcards. And if it doesn’t give you something back creatively, then you can at least enjoy a cheaper cup of tea.

By DMA guest blogger Laurence Collings, freelance copywriter

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