Experienced direct response writers know every word counts and there are tricks for maximizing a single word’s impact on the reader.
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In a consumer and business marketplace of declining literacy rates and what sometimes seems like steeply plummeting verbal sophistication levels, how do marketers work with copywriters to ensure complex products and services are sold in a way that both does justice to the product or service at hand, and doesn't go over the heads of the intended audience?
Customers need to be reassured the company they know and love hasn't and won't be going out of business, while prospects — always the skeptics — need to be convinced about your stability, reliability and commitment to quality before they'll do business with you.
During a recent workshop for the Kansas City Direct Marketing Association, a budding writer pulled me aside to ask, "Pat, how do you deal with writer's block? Where do you get your ideas?" Here are the go-to resources I recommended to him and use almost daily — whether I'm writing direct mail, email, landing page or website content.
I just got back from a stint of doing some on-site copy coaching and leading a direct response creative workshop. One of the most frequently asked questions from writers and approving managers alike was, "How can we improve our copy to make it more engaging and generate more response?"
As a direct response writer who has worked on the agency side, client side and now on my own as a freelance free agent, I've learned some tricks for keeping copy revisions to a minimum. You may want to give these a try.
For those of you who aren't direct mail writers or designers, you may not realize the range of response-influencing decisions that go into creating effective envelopes — outer and reply envelopes. If you're an approving manager or someone who gives creative input, you need to understand how envelope copy and design work together to get mail pieces opened.
A lot goes into a direct mail package — marketing, list segmentation, design and production, not to mention much time and money. To get the max out of any mailer, the most crucial ingredient is excellent copywriting. Some people will just take a whole bunch of direct mail words and string them together.
One of the most frequently asked questions from writers and approving managers alike was, "How can we improve our copy to make it more engaging and generate more response?" Here are 12 simple fixes for taking your copy and content to the next level of effectiveness.
If you aren't using deadlines online and offline, you should be. The fear of loss pushes a wishy-washy fence-sitter over the edge of indecision, creating clicks, calls and traffic to your website. Deadlines work whether they appear in direct mail, email or mobile media. In fact, tests show they almost guarantee a lift in response because they create urgency.
When was the last time you wrote a personal note to a friend, colleague or CUSTOMER? I'm betting big bucks I won't hear from many because most of you haven't written a personal letter or sent a postcard to anyone in months. Maybe years. Shame on you. Truly personal correspondence is a powerful tool for solidifying relationships — both personal and professional.
And not having these answers can affect success, especially in the world of direct marketing. So, if you've ever wondered how long your copy/content should be, whether or not "free" should be in your offer, or what kind of response rates to expect, keep reading.