Copywriting and Direct Marketing

We create the copy and complete program development, execution and tracking for all kinds of direct marketing. Direct marketing defined as any marketing asking for a direct response from the prospect.

Creativity is nice, but we focus on quantifiable results. I'd rather have an ugly piece that made money than an award winning program that didn't. No matter who you use for your copywriting and direct marketing needs, if they cannot give you specific examples with numbers, run, don't walk, away.

A few highlights — see the case history section for more details:

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A one-time broadcast email we did for a client this year at a cost of $997, brought the client $95,000 in sales.

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A direct mail company we founded grew to a customer list of over 10,000 doctors, dentists and hospitals in the US and Canada and sales over $1 million.

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An infomercial done as a joint venture with MTV generated 250,000 calls in 2 weeks for a product that cost $129, thanks to our copywriting and direct marketing.

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A mailing done for a doctor moving their office — announcing the move — which they had to do anyway — cost $2,346. Sales from the offer we added to the mailing were $22,660.

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A client who mailed 2,000 letters to prospects and got not a single call — our first mailing of 277 letters got them 11 calls.

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A licensee of one of our marketing systems paid $5,000 for a mailing that got them calls from property owners of $13,570,000 of property asking for their help in one week.

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Wanting to reach the president of a billion-dollar company, we sent one letter which got through all the corporate screening filters and got a return call.

Copywriting

The goal of good copywriting and direct marketing is to get someone to send you their money. If it's good, they do, if it sucks, they don't. An example of a successful sales letter: Picture this:

Your prospect is a 40 year old, overweight guy who is lying on the couch watching an NFL football game with his favorite team. He's holding and drinking his favorite beer. His team has the ball and is moving down the field. During a commercial he picks up your letter. Your copy has to be strong enough to get him to:

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put down his beer

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get off the couch

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go find his check book

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write a check to send you his money, address the envelope and put it in — even though he's missing the game.

If you can do this you make the sale, if you can't, you won't. That's the goal of good copy — easy to describe, but hard to do.

Mailing Lists & Customer Profiling

We have an entire course on how to find, buy and test a mailing list. We can advise you on all aspect of list procurement and testing. There are many pitfalls for those without the right knowledge. The best product at the best price sent to the wrong list will bomb - make sure you get the list right.

We can also profile your best customers to identify more like them to prospect to. These techniques work for BTB (business-to-business) marketers or BTC (business-to-consumer) marketers.

See the article section for articles I've written giving you more details on these topics.