There is a huge difference between the writing styles of advertising agency copywriters and direct response copywriters. "Image" agency writers are long on style and attitude. Direct response copywriters rely on benefits, facts and powerful emotions (fear, greed and the like).
If you're running for governor of the most populous state in the Union, you're going to need to start by raising a lot of money from the core of your party's membership. Unless you're Meg Whitman, that is. The Republican nominee for California's highest office made a big splash in April by mailing a 48-page "Policy Agenda" that is less a partisan call to arms than an optimistic vision aimed squarely at the entire electorate.
In "The Bucket List: Technology's Impact on Catalog Marketing — 35 Strategies That Will Improve Company Profitability Tomorrow," Kevin Hillstrom focused on what he calls "multichannel forensics," analyzing customer interactions as they buy from various channels and various brands. "Five years from now," Hillstrom said, "our customers are going to be very different ... I want to be able to test different strategies today so I can have my business prepared for 2015."
An entrepreneur who helped local radio stations go online to snag advertising revenue is back with another venture, this time for local cable systems as well. Eric Straus, who founded RegionalHelpWanted.com, is starting 10LocalCoupons.com. The company will operate in local markets around the country, helping radio stations and cable systems to provide discount coupons to consumers through text and e-mail messages.
The best way to make your direct mail marketing more effective and discover trends is to analyze the pieces that are sent to you each day. You'll likely be amazed how much things can be improved.
On Tuesday, I hosted the DirectMarketingIQ webinar, Words that Get Opens — for Envelopes and Emails, sponsored by Silverpop. Featuring the magnetic and renowned copywriter Herschell Gordon Lewis, it was a high-paced, information-filled hour that any copywriter would benefit from. It's still available for the next days via this link.
In the deluge of April mail by nonprofits, two mailings initially stood out thanks to their outers, and proved, upon further reading to have a very similar-sounding note in their messages. Across the front of the #11 envelope mailed by the National Breast Cancer Coalition (Archive code #604-179418-1004) is "stopbreastcancer.org" (their website) — it's then repeated 3 times, each one shrinking and fading into the background.
"I have rarely found a strategy that works better at elevating the game of any company than contrasting their efforts with those of their competitors. It is astonishing that in a medium where your competitor is just a click away, the experience is absolutely frictionless, that we still live as if the burden and hurdles of the offline world exist online. It is in comparing to competitors, known and unknown, that you can truly get the management to pay attention. Something about the size of the hit to the ego."
—Avinash Kaushik, June 1, 2010
If there is one constant technique in direct mail, it's the coupon. For many consumers, especially in this shopping-adverse tepid recovery, redeeming this "hot potato" is quite literally the difference between making a retail purchase, or not. And despite its humdrum reputation, three mailers in April's mailstream show that there are still some new twists to how the good 'ole coupon can be used to generate sales.
Even in this still struggling economy, luxury prospects are still happy to spend. Greg Furman, founder of The Luxury Marketing Council, defines the luxury prospect base as the estimated 3.2 million American households with liquid portfolios of $1 million and more. “We believe it’s definitely a hard market, but people are still spending,” says Karen Fields, director of market intelligence for Exclusive Resorts, a luxury destination club.