Mail Unleashed with Rory Sutherland Ep 16: Capture consumers attention using physical media with Dino Myers-Lamptey
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Jan 28, 2026 Dino Myers-Lamptey, founder of The Barber Shop and media strategist, blends print know-how with DTC and ROMI experience. He explores why physical mail grabs dwell time and aids complex purchase journeys. Short conversations cover catalogues, post-attention impact, local mail returns, and how charities use mail for segmentation.
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Early Bootstrapped Events Taught Real Marketing
- Dino described organising basketball tournaments and club nights as formative marketing training.
- He learned practical promotion: flyering, sponsorships, and fast feedback before the internet era.
Slow Media Captures Deeper Decision Making
- Direct mail produces much slower, deeper attention than digital and supports iterative human decision-making.
- Rory argues slowing interactions (like mail) captures subconscious consideration that digital compression misses.
Use High-Dwell Formats For Complex Ideas
- Use high-dwell physical formats (e.g., special issues or catalogues) to explain complex concepts that 15-second ads can't.
- Dino and Rory recommend placing those formats where subscribers already dwell, like The Week, to increase immersion.