Dan Kennedy

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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.

Where can you go for the best tips on direct response copywriting? Brian Kurtz, executive vice president of Boardroom Inc., rattled off a lot of good advice during his keynote presentation, "Dinosaurs & Cowboys: Direct Marketing Secrets Every Marketer Needs to Know Whether You Are Selling Online, Offline or Both." One of the points he covered was a list of best, most enlightening books of copywriting. We didn't have a chance to show you the list during the keynote, but here they are

Direct mail marketing is a game of standing out with the marketing tools sent to your target audience. You’re not doing direct mail the right way if your postcards, brochures or booklets are just like any other mail people receive in their inboxes. As marketers, the challenge is finding a way to grab the attention of your audience the moment they see and read your direct mail. … Below is a mix of common and unconventional advice from marketers on how you could improve your direct mail and maximize sales.

Direct mail is one of the most overlooked yet one of the most effective and inexpensive ways to dramatically increase the leads to your business. ... Direct mail and direct marketing are trackable, inexpensive and the results are easily measurable. No matter what your business is, lead generation is vital. Direct mail is a great way to have a predictable number of leads coming into your pipeline each and every week or month for a low cost. Below are the seven keys that I have noticed from my own real estate business and from studying direct marketing

Whether you write, approve or read and respond to letters and emails, I think you'll agree the first sentence of copy is critical for grabbing your attention. It sets the bait for hooking scanners who become readers who then turn into responders. The opening sentence can be both a hot spot and a rough spot. It's a hot spot for the reader because it's one of the first places the eye looks for the answer to the question, "What's in it for me?"

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