After several jobs
in the first 10 years or so after leaving school, I eventually entered the field of merchandising.
Here I came to appreciate the value of good advertising, and to realise what a prodigious
amount of time and money is spent on this medium.
I also became aware of the tremendous market that is always open for new advertising ideas.
In the course of my job, in a well-known Liverpool department store,
I came across a copy of the "Standard Directory of Advertising Agencies" which is basically a
very long list of advertising agencies, operating in the UK - which is also available at all libraries.
These, I realised, were potential customers for any interesting advertising material that I or
anyone else could gather together.
With this in mind, and whilst still working in the store, I started plans for an
advertising business to operate from home.
I began collecting newspaper advertising from every newspaper I could get my hands on.
I collected the best ads in about ten different categories such as furniture, carpets,
electrical appliances, men's and women's clothing, car accessories, etc, and pasted them up on A4 paper.
I had one hundred copies made of each sheet photocopied which cost about ten pounds.
I then assembled the sheets into folios according to categories -
hence each folio contained about ten sheets of advertising ideas.
Next I made up a cheap but attractive brochure introducing the advertising material folios,
which I offered to sell at five pounds each, and sent a copy of this brochure to about
a hundred of the advertising agencies listed in the "Standard Directory".
I was totally amazed by the response from this introductory mailing and I knew that I was
on the road to success.
I now charge customers a subscription rate per year for this advertising ideas service
and supply them with new folios each month.