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Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

By Pat Friesen Contrary to popular belief, direct response creative professionals—copywriters, designers and art directors—are neither magicians nor miracle workers. The good ones are creative strategists, who take the information they are given, then choose which tricks of the trade to apply (or not apply) to generate maximum response. The choices your writer and art director make and the reasons they have for making these choices play a major role in the success of communicating your direct response message, whether it goes out by mail, on the Internet, or in a space ad. What are some of these tricks of the trade?

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