By Nancy Scott, Liberty Communications
I got disturbed when I read Greg Sterling’s Screenwerk blog, in which he described how certain big media companies are turning to “content farms” populated by barely-paid “digital serfs.” Ugh! Writers are worth a lot more than $5 an article. In fact, a good copywriter can save your business.
In its August issue, Target Marketing magazine featured a story about how the Mayo Clinic lifted its newsletter subscriptions 28 percent. Moreover, the boost in subscriptions happened during a price hike, a postal rate increase, and a looming economic recession. The copywriter did it. Marketing Director James Hale, Sr., explains. “I directed our lead copywriter .. to take the tough economic issue, actually acknowledge it, and demonstrate the good value and wisdom in buying our newsletter.”
That’s right, marketing folks. Copy. Don’t leave the post office without it.
Nancy Scott is the Editor at Direct Marketing Association of Washington and the President of Liberty Communications. See more of Nancy’s work at www.marketingbrillo.blogspot.com