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: direct Marketing
“Customers have to know and feel the brand as an experience that serves their individual needs. It has to be a total and on-going immersion in satisfaction that includes everything from packaging, repurchase, and after the sale service and communications.”
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 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 More“The Consumer, Not the Product, Must Be the Hero”… Those are the words that from the second of “19 things All Successful Direct Marketing Companies Know” But what else did Lester Wunderman have to say on the topic? Let’s take a look-see, shall we? “The product must create value for each of its consumers. It…
Read More“It’s not an ad with a coupon; it’s not a commercial with a toll-free number; it’s not a mailing, a phone call, a promotion, a database, or a website. It is a commitment to getting and keeping valuable customers.”
Read MoreToday, I am borrowing some inspiration from one of the masters of copywriting and direct response. However, it’s one of the masters I never hear anyone talk about. Yet he is responsible for some very big breakthroughs in our industry. So here’s the deal… I’m going to give you some of his accomplishments and his…
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