Friesen

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.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

On the GalleyCat website was word that the completely revamped New Yorker website would be available for free throughout the summer of 2014. About every 10 years I get a good offer from The New Yorker and give it one more try. However, it always seems so very full of itself with interminably long articles. I never renew.

No more bar cars on commuter trains going north from New York. MetroNorth wasn't making enough money on them. The patrons were sweaty guys (mostly) swilling beer and Scotch to forget the tough day at work or the slovenly family they're about to face. I love a drink after work, but not with these raucous slobs.

I'm a word nerd. And even though you may not be, please keep reading. It could make your mission as an entrepreneur, approving manager, creative director or designer (who works with writers) so much easier when you work with us. Rewarding, too. Here's the thing: for direct response writers, every word counts. That's because we know our word choices can make or break the response by which we're measured. For example, we've long understood the power of the word free versus using no charge or complimentary for generating traffic, leads and sales. Direct mail expert Dick Benson once proclaimed the word free as magical.

How many writers do you know who love doing round after round of copy changes? For 99.9 percent of us, it's a painful process. As a direct response writer who has worked on the agency side, client side, and now on my own as a freelance free agent, I've learned some tricks for keeping copy revisions to a minimum. You may want to give these a try.

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