In direct marketing campaigns – Audience is essential … Offer is Everything … Creative is merely Compulsory.
Fine. Nevertheless, Copy is still King. Here’s why: without good copy, your perfectly-targeted audience might never understand that wonderful offer of yours – or, even if they’re suitably impressed, may not summon up the energy to do anything about it.
So whether you’re penning an e-blast yourself, or reviewing your agency’s draft of an upcoming self-mailer, it pays to know the difference between highly effective copy – the kind that commands high response rates – and the kind that just speeds your campaign’s journey to the recycle bin.
Here are 8 ways to make sure the copy does its job…
Author: Douglas Smith
Subjects: Advertising, Marketing / Sales