Employ 'Copy Drivers' to Drive Response
The backbone of all that we do at Direct Marketing IQ is Who's Mailing What!, which is the most complete (and fully searchable) database of direct mail and email in the world. It's not only a membership for thousands of smart marketers, but also the principle resource for many of our marketing reports and ebooks featured in our online bookstore.
In fact, the first book that we published — "The Secrets of Emotional, Hot-Button COPYWRITING" — was based on some of the most successful examples of direct mail that were found in Who's Mailing What! The author is Denny Hatch, a direct marketing guru and original founder of Who's Mailing What! The title continues to be a big seller for us, in part because there aren't any other books about copy drivers and even fewer that showcase the mail pieces that have earned companies millions of dollars.
These million dollar mailings are often "grand controls" — the mail pieces that have been in the mail stream for at least three years. Who's Mailing What! Director Paul Bobnak keeps a list of these "golden mailings" and updates them every month.
(If you're interested in researching such "million dollar mailings," get a membership to the relaunched Who's Mailing What! To learn more about how to use the brand new user-friendly interface, see this video.)
You can dive into different mailing sectors — B-to-B, financial services, insurance, nonprofit/fundraising, publishing, retail/merchandisers, telecom, travel — and check out the grand controls working for select companies or organizations in these different verticals.
For example, there are 521 (!) fundraising grand controls in Who's Mailing What! How many are active? Nearly 150.
ALL are worth studying, for they showcase winning copy. As Denny says in "The Secrets of Emotional, Hot-Button COPYWRITING," copy that persuades people to change their behavior:
- order a product
- donate money to a cause
- send for more information
In order to change behavior, it is imperative to use one (or more) of the seven key copy drivers identified by two of the greatest direct marketing gurus, Swedish entrepreneur Axel Andersson and Seattle direct marketing agency founder Bob Hacker.