Pat Friesen Whenever I

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 Whenever I teach a seminar or workshop on the basics of direct marketing, we talk about the fact that direct marketing uses a variety of types of media—not just direct mail lists. It's interesting how often businesses overlook the opportunity to send "one message"—no matter which medium they're using—whether it's broadcast, space, package inserts, direct mail or online advertising. One observation I'll make is that direct marketers tend to be better about sending the same message and using the same voice in all their advertising efforts than do traditional marketers who are crossing over into direct. Here are some elements of

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