EoW March 2007

The International Magazine for the Wire and Cable Industries

Brain playing tricks again? W e all know that the human mind and brain is a marvellous thing. The amount of information it can process is amazing. It can digest pictures and words, make assumptions and is responsible for almost all human activity. Let me give you an example: We all konw taht the haumn mnid and biran is a marvoellus tihng. I apologise for the spelling but your brain will have read that sentence correctly as the first line in this column. The first and last letter of each word is correct. Your brain will have corrected the spelling for you in a split second to ensure an accurate reading. But that’s enough for now of how clever you really are. The problem is marketing companies also know this fact – and one or two others besides. All those facts are used to target companies or individuals to get them to sign for something that they don’t really want – or certainly don’t want to spend their hard-earned euros, pounds or dollars on. In this issue of EuroWire the IWMA (International Wire and Machinery Association) has issued a warning to its members to be wary and carefully read all marketing documents sent to them. This follows a recent case where one IWMA member company had signed such a document, only to find that they were then liable for quite a hefty fee. The word free is used in the first paragraph and a large cross at the bottom of the page invites the reader to sign the letter. The problem in this situation is that when you have signed at the side of the cross, the free bit ceases to exist. Now the marketing material from the company concerned, quite rightly, does state that when you have signed the letter you are liable for the resulting invoice. It is there in black and white. In smaller type, but it is there. (Please see our story on page 31 ). As another example, let’s assume you open the letter, see the word free and then see the cross. Yousignitjustasthe ’phonegoesoraclientdrops in unexpectedly. A few hours later you return to your desk, see the letter, pop it in an envelope and drop it in the out tray to go in the post at the end of the day. In this day and age, when time is so very precious, this does happen. Marketing

* US$28 purchase only Front cover: AIM Inc, USA, and AIM Europe SA See page 136 for further details E ditor :.......................................David Bell F eatures E ditor (USA) :........Dorothy Fabian E ditorial assistant :...............Christian Bradley D esign /P roduction :..............Julie Tomlin P roduction :.............................Lisa Benjamin S ales M anager :......................Paul Browne S ales & M arketing :...............Giuliana Benedetto (I nternational ) Italian speaking sales Hendrike Griffin German speaking sales Linda Li A dvertisement C oordinator :...........................Liz Hughes A ccounts M anager :..............Richard Babbedge S ubscriptions :.........................Liz Hughes P ublisher :.................................Caroline Sullens F ounder :...................................John C Hogg Chinese speaking sales Jeroo Vandrevala Indian sales

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E ditorial Dorothy Fabian

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companies also know this fact. At this point it’s too late for you. You will get your listing but you will pay for it. It seems that it’s not just your own brain that is very clever. David Bell

US copies only : EuroWire (ISSN No: 1463-2438) is published bi-monthly by INTRAS Ltd and distributed in the US by DSW, 75 Aberdeen Road, Emigsville, PA 17318-0437. Periodicals postage paid at Emigsville, PA. Postmaster : send address changes to EuroWire, PO Box 437, Emigsville PA 17318-0437 www.read-eurowire.com © 2007 Intras Ltd, UK ISSN 1463-2438

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