Door Industry Journal - Spring 2021

Paul Browne Retires from ASSA ABLOY-UK and Ireland After many years of devoted service, Paul Browne will be retiring from his position as Business Development Director & Chief Technology Officer at ASSA ABLOY-UK and Ireland at the end of April 2021. Paul has played a major role in the company’s development since he joined it in 2000. At the same time, he will be relinquishing his position of vice chairman of the DHF Building Hardware Group where he has made a significant impact and contribution over the last 15 years. However, Paul will continue to be part of the Executive team and remain on the DHF Board. Bob Perry, DHF CEO, commented: “I can’t believe that Paul is retiring. His everyday involvement in DHF and the hardware industry in general will be greatly missed. Paul carried out much work for the industry behind the scenes, representing us at meetings with many organisations including the Ministry of Housing, Communities & Local Government and was instrumental in pushing through Building Regulations Approved Document Q, which was a landmark publication concerning Security in Dwellings. Paul also took it upon himself to revitalise the agenda of ARGE, which is the European trade federation representing building hardware manufacturers.” Bob continued: “Paul’s passion for our industry, and for raising standards, has been infectious. As they say, nobody is indispensable, but he will certainly be a very hard act to follow. So, I am really pleased that Paul has agreed to continue in his role as a DHF Board director. “We wish Paul a long and very happy (semi) retirement.” 11 THE door industry journal spring 2021 Also online at: www.dijonline.co.uk Do you want your company to feature in the Door Industry Journal but don’t know what to write? Don’t worry, help is at hand… Martin Sayers at MSCopy is the copywriting partner for the DIJ and is available to write your editorial, marketing and advertising copy. It is his job to write words that drive customers to your door. Martin has over a decade of experience and can produce copy for you based on a simple written brief or telephone interview. If words are failing you then contact Martin Sayers today – call 01223 476286 or email mail@mscopy.co.uk www.mscopy.co.uk Martin Sayers Are you lost for words? The intention of this column is to give you advice on how to improve your marketing communications – websites, emails, brochures etc. As a copywriter, It’s my job to sell with words and I hope you can benefit from my experience. Here’s a quick but simple tip to start with: I’m very bad at golf. So bad that I regularly throw my clubs about in frustration. One of my closest friends, by stark contrast, is brilliant at the game – so good, in fact, that he’s a golf professional. And my friend once pointed out to me that I should play each hole with the end objective in mind – sinking a putt. Don’t just be thinking about whacking it as hard as you can off the tee, or hacking it out of the rough. Think about where each action is going to get you in your search for that putt. What’s this got to do with marketing? Well, the same ethos holds for your marketing copy. Everything: title, introduction, and all the copy that follows must be done with your final goal in mind, be that selling, securing an appointment, contacting you, or anything else. So, every single word must count towards what you want your reader to do. And if it doesn’t count, then cut it out. Martin on Marketing