EoW March 2007

6 / 140

4
Brain playing tricks again?
We 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
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
The International Magazine
for the Wire and Cable Industries
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
© 2007 Intras Ltd, UK
ISSN 1463-2438
* US$28 purchase only
Front cover: AIM Inc, USA, and AIM Europe SA
See page 136 for further details
Editor:.......................................David Bell
Features Editor (USA):........Dorothy Fabian
Editorial assistant:...............Christian Bradley
Design/Production:..............Julie Tomlin
Production:.............................Lisa Benjamin
Sales Manager:......................Paul Browne
Sales & Marketing :...............Giuliana Benedetto
(International ) Italian speaking sales
Hendrike Griffin
German speaking sales
Linda Li
Chinese speaking sales
Jeroo Vandrevala
Indian sales
Advertisement
Coordinator:...........................Liz Hughes
Accounts M anager:..............Richard Babbedge
Subscriptions:.........................Liz Hughes
Publisher:.................................Caroline Sullens
Founder:...................................John C Hogg
INTRAS OFFICES
Europe: 46 Holly Walk, Leamington Spa
Warwickshire CV32 4HY, UK
Tel: +44 1926 334137
Fax: +44 1926 314755
Email:
Website:
Website:
USA: Editorial
Dorothy Fabian
272 First Avenue, Apt 12G
New York, NY 10009, USA
Tel: +1 212 614 9266
Fax: +1 212 614 9266
Email:
India: Jintras Ltd, Jeroo Vandrevala
Subarna (Ground Floor)
P21/N, Block A, New Alipore
Kolkata 700 053, India
Tel: +91 33 2407 07 01
Fax: +91 33 2407 07 00
Email:
Website:
Whenyouhave finishedwith
thismagazineplease recycle it