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Member Profile - Linda Cook 121 Direct Mail Limited

Linda Cook is the Managing Director of Stockport-based 121 Direct Mail Limited.
Formed in 2005 121 Direct Mail offers clients a full range of direct mail services with, as the name suggests, a major emphasis on customer service.
What is the best thing about running your own business/ your job?

Being your own boss means you can choose to work half days, so what you do with the other 12 hours is totally up to you! Really, it’s working everyday with a great team who are happy, loyal, trustworthy and hardworking. It still amazes me and gives me a feeling of pride seeing all the thousands of letters a day go through our systems and machinery quickly, efficiently and with minimum errors.
What is the best piece of advice you have ever been given?

It’s a very thin line between “living to work” and “working to live” so make sure you always stay on the right side. (I think my husband gave me this one when I was working late too often!)

How do you make contacts that can be useful for business?

By always doing an excellent job for clients, we find we get lots of referrals, which is cheaper than advertising.

Tell us one tip that could prove valuable in life and business?

If you always do what you’ve always done, you’ll only get what you’ve always got!
How has technology changed your business?

In today’s digital world, it would be easy to dismiss direct mail as yesterday’s industry, based on outdated tools. This would be a mistake. Far from killing off direct mail, the hype surrounding e-marketing solutions may inadvertently be giving traditional mailings a boost. As individuals and businesses suffer bombardment by a huge volume of indiscriminate emails and other electronic communications, they are increasingly likely to appreciate high quality, well-targeted conventional mailings.
What made you join the Forum and what is the best thing about being a member?
The key strength of the Forum is that it is a major voice for the UK’s small firms. Business owners never seem to have enough time to monitor the legislation and red tape that is going to affect us. The Forum keeps us informed and stands up for us when it recognises something is not right. Why every privately-owned business isn’t a member surprises me, as the benefits far outweigh any costs.
This could be you! We are looking to include member profiles as a regular feature in our e-newsletter in.form weekly. If you’re interested in featuring in a future edition please contact John Walding on 01565 626016 or email

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