Contemplating my doormat for a month made me realise that there is clearly a demographic category for 'die-hard cash purchaser with propensity to over-indulge in alcoholic beverages'. I can think of no other explanation for the volume of platinum card invitations and wine offers that land on my doormat.
I wish to formally protest that this is inaccurate targeting. I already have a plethora of plastic cards, and offers always go straight into the archive file with the swing top lid. The only one that made any impact was an ethical brand mailing from Smile, with a message sufficiently different to make it worth reading.
The Sainsbury's to You catalogue was nicely understated. The mailing stressed its pedigree as Wine Retailer of the Year and it was clear that someone had thought about putting together some attractive mixed cases.
My order, though, went to the Sunday Times Wine Club who, with the sheer number of offerings and the promise of a mystery gift, completely stole the limelight. Separate flyers highlighting the leading wines of the month, coupled with glossy photos of the entire contents of its cases, creates an impression of variety and value for money.
Next was an invitation from Bose to purchase a music system. The stock used for the mailing gave it a pleasing weight and conveyed quality. After that, it was all downhill. Although the copy made a great play of the sound quality, the physical aesthetics of the product echoed a 1970 electric fan heater.
My 'personal tailor' from Hong Kong announced that it was doing the rounds once again. Here finally was a mail item that conveyed the important information (dates and venues), yet had an awful design.
A plain brown envelope with hand written address yielded up an offer from the Whitecap Leisure Team to book a 2 for 1 course to do windsurfing, water-skiing or sailing in September and October. I'm unlikely to take them up (it's getting too cold for a southern softie) but no complaints about the circular itself, which was a single, simple sheet of A4 with a straightforward offer.
Finally, a simple postcard from Phil Corley Cycles telling me about an end-of-summer sale. A plain message with date, address and time. An excellent shop that has a well deserved reputation and keeps in touch with its customers.
I'll be there.
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