A website is very much like any other piece of direct marketing. But it isn’t a one-off campaign, it’s permanent and ongoing. So it’s a good idea to revisit your site with DM in mind every now and again to make sure your focus is correct, especially when several people have their fingers in your website pie! If you’re doing [...]
Print speaks. But quality print shouts! It isn’t often you find a product that’s worth making a big noise about. But this is one of them. A friend showed me some mini-cards from moo.com today and I was blown away for the first time in ages. Digital print doesn’t always mean quality print. In a highly competitive sector where speed and price often come way [...]
As a direct marketer I don’t feel comfy unless I know exactly how much profit my marketing campaigns have made. To the penny! Offline marketing is traditionally divided into above the line and below the line campaigns. Below the line involves un-glamorous media like direct marketing and cheapo Direct Response TV. Above the line is fluffy stuff like glossy [...]
My clients almost always use email as their main communication medium. Me too. I much prefer it to the telephone. It’s less intrusive, more efficient and effective. And it helps me keep accurate records. A few weeks ago I decided to remove my mobile number from my two freelance copywriting websites altogether. As soon as I did, email enquiries abruptly stopped. Which wasn’t a problem. I [...]
The long versus short copy argument has been rumbling on since the 1950s. And it’s still going strong. In reality there’s no hard and fast rule. Successful direct marketing is much more subtle and intelligent than that. The best way of deciding whether to use long or short copy to sell your ebook is to apply common sense. Your ebook might benefit from longer [...]