Tom Meyer

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.

By Tom Meyer My fundraising package for the Los Angeles Area Council of the Boy Scouts of America (BSA) doesn't have a lot of copy. There is no informative four-page letter, no glossy brochure, no carefully crafted lift note highlighting BSA's programs and good works. Everyone knows the Boy Scouts. If you love them, you probably contribute. If not, this mailing reminds you about what Scouting is all about. The old control connected with the core constituency. Copy said that BSA helps to: ... instill strong moral values and character in our youth ... and help them become responsible

By Hallie Mummert With no apparent trends on the horizon, mailers stick to the tried-and-true outer styles he word on the street is that marketers are starting to test and mail more campaigns. But, somehow, this upswing in mailing activity has not given many marketers the undeniable urge to venture into new waters with respect to envelope creative. "Overall, mailers are being conservative and not 'pushing the envelope,' so to speak," says Rebecca DePriest, a freelance designer in Nashville, Tenn. Sticking close to proven creative strategies is a sign that while direct mail budgets are getting larger, marketers still have to plan for reliable

Advertising and marketing legend David Ogilvy has said that captions have greater readership than almost any other type of copy element, shares freelance copywriter Tom Meyer. As such, you can leverage their power in direct mail packages that include photos, illustrations and other kinds of grapics. For example, Meyer's long-term control for Investor's Business Daily featured caption-like copy printed under a sticker-response token; the copy stressed the no-risk nature of the offer. —Hallie Mummert

Six Techniques to Adding Heat To A Lackluster Offer By Denny Hatch Direct mail maven and guru Axel Andersson has often said: "If you want to dramatically increase your response, you must dramatically improve your offer." The old Ed Mayer formula for successful direct marketing—40-percent lists, 40-percent offer and 20-percent everything else—remains very much in play, whether the medium used is direct mail, e-commerce, telemarketing, off-the-page advertising or DRTV. Why do offers make a difference? "Because," says British direct mail wizard Drayton Bird, "they enlist one vice—greed—to overcome two others: sloth and fear." The Challenge: Improve the Offer Without Breaking the Bank In

Pages three and four of a long letter are considered "the boring zone," says copywriter Tom Meyer. Your copy has to keep the reader's attention. Testimonials, indented quotes or short, bulleted lists help present the information in a lively way.

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