Posts Tagged ‘copywriting’

Direct Mail Copywriting 101. Tips from Top Experts

Friday, February 4th, 2011

Some would argue that significantly successful copywriters are born not made. I suppose you could say the same thing for long-distance runners or sculptors. The talent is there, but the perfecting is in the practice. With that in mind, perhaps the rest of us can learn from these classic, time-tested copywriting tactics employed by some of direct mail’s best:

1. Know your audience. How To Write A More Effective Technical Brochure. Bob Bly

2. When writing headlines, go straight to the heart of the matter, without any attempt at cleverness. How To Write Headlines That Work. Brian Clark.

3. Never “create” – know the product to the core and combine the details in new ways. Eugene Schwartz’s 8 Rules of Great Copywriting. Eugene Schwartz

4. Your reader matters most. 100 Great Copywriting Ideas from Leading Companies Around the World. Andy Maslen

5. Tell A story. Great copywriters are great storytellers. Miguel Alvarez

6. The consumer isn’t a moron; she is your wife. Wiki Quote. David Ogilvy

7. Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. WikiQuotes. Leo Burnett

8. Think strategically and objectively. Experiment. Meet the Masters. Martin Baier

9. People buy benefits, not features. Bob Stone’s 30 timeless Direct Marketing Principles. Bob Stone

10. Intelligent redundancy has selling power. ProCopyTips. Dean Rieck

Can A Great Copywriter Boost Your Biz? Does Charlie Daniels Play A Mean Fiddle?

Wednesday, September 8th, 2010

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.”

Still not convinced? Ever heard the phrase “Does Charlie Daniels play a mean fiddle?” How about “I’ll take the roast duck with the mango salsa“? Copywriters did that, too (and a lot more for Geico).

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