The Toppled Bollard was invented as an advertising mechanism with two purposes:

In fact, common sense suggests that using a long-running surreal story as the basis for a set of sales letter should reduce sales, not increase them – but in fact the reverse has happened.

This site gives a least the start of the explanation as to why the Toppled Bollard works, and where common sense in direct marketing breaks down.  You can read more about the Bollard on our weekly blog.

Some of the Bollardic highlights to be found on this site. 

• The most successful set of sales letters of the last ten years: an article
  
• Building Brands on Limited Budgets: Why a brand is important – no matter what your company's size
  
• Hamilton House and the Toppled Bollard: the real history 
• Hamilton House and the Toppled Bollard - the fictional history
• How low cost brand building can help your company grow 
• Writing humorous direct mail: how the Bollard stories are written 
• Writing humorous direct mail: the sacred rules 
• The great mystery of the Sales Letter PostScript  - notes on the PS
•  How to achieve higher responses to your direct mail promotion? 
• The Toppled Bollard stories  - letters from the Bollard series
• Link to Hamilton House website