Chris Marlow

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

What differentiates the content marketing writing style from direct response sales copy? We hear a lot about content marketing these days, and, at first glance, it seems to be a distinctly different approach than direct response sales copy. But is it really all that different? Shouldn't there be a plan to move the reader to action with the ultimate result of

With Tracy A. Gill For the two decades that I've been in this business, agreeing on price always [has been] a stress for the copywriter as well as the [client]," explains Palm Desert, Calif.-based copywriter Chris Marlow. For Marlow, who also runs a copywriter's training program called The Copywriter's Coach, this issue is a double stressor as her students want to learn not only about direct response copy, but the copywriting business as well. Not content with anecdotal tales of how successful copywriters got that way, Marlow wanted something more scientific to share with her students. So throughout 2004, she surveyed nearly

Well, not really, but I did get your attention. And that's what a headline should do: get someone to pause, take notice and pay attention to what you have to say. By Tracy A. Gill Whether you prefer to lure with the simple directness of an offer-driven message, the must-read excitement of breaking news, or the inherent mystery of a provocative question, your headline is going to be one of the first things that greets a prospect, and as such it had better have stopping power. However, unlike this ruse of a headline suggests, A plus B does not always

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