I wanted to talk about what was once the most valued source of information in America. And every Direct Response Copywriter worth his or her salt still uses it today. Before Wikipedia, Google, and the Internet, this source provided the information for children’s school reports and professional writers alike. Even today, this now-neglected source often has better, more reliable, and more specific information than what you’ll find on the Internet.
Read MoreTag: copywriter
In short, you have to track every ad that goes out. You have to have your copywriter or ad agency or web person put a call to action with a order code or order extension or something on the advertisement
Read MoreWe’ve been talking about Lester Wunderman’s “19 Things All Successful Direct Marketers Know.” And I am amazed that despite his success more people do not put his name in the same realm as Ogilvy.
Wunderman was responsible for many firsts in our industry and his book Being Direct is worth a read by every serious copywriter, marketing director and business owner.
One of the things Wunderman said was that “Advertising Must Change Behavior, Not Just Attitudes.”
He went on to elaborate it like this:
Read MoreIt’s simple. Whenever you ask a question in which you know the answer is yes, you are getting commitment from the client on a subconscious level. The more minor yeses you can get, the easier the big yes of ordering becomes.
Read More“Why should I?”
If your customer or prospect is saying those words after reading, listening or viewing your promotion, brochure, email, commercial or video… you are in trouble.
Read MoreTo be successful as a direct marketing company, you must “Communicate with each customer or prospect as an audience of one.”
Now, instinctively, you already know this to be true, right?
After all, that’s why we’re given names… because we are individuals. We are not grouped together and shackled at birth with all the other kids born that day. And we should not be treated like we are. So how do these advertisers think of us?
Read MoreThere is one universal fact in business. It doesn’t matter if you provide a service or a product or even if you run a non-profit. Everyone, needs money to operate… Therefore, someone must pay the business for said product or service, or support the non-profit. I know, nothing new there about business or marketing. But…
Read MoreCopywriters beware, the death of long copy may finally be upon us.
Then again maybe not.
Let me explain…
Read MoreNeed your opinion on something…
As a direct response copywriter, I’ve always been told long copy is better than short copy. And I think for the most part that’s true.
But are there times when a a well designed ad might be even better?
Here’s why I ask…
Read MoreAs a financial copywriter for one of the largest financial newsletters on the planet, I am always reading about what’s going on in the markets.
Today this story caught my attention:
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