Archive for October, 2010

How to Get More Value from Your Direct Mail Copywriter

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When I started my direct marketing career, I wanted to be a copywriter. Copywriters were the agency “hotshots”; it seemed like they were the star attraction.

Yet my mentor told me that the people of most value to the agency were direct mail “generalists.” Taking his advice, I spent the next six years learning how to initiate, develop and manage successful direct mail campaigns.

I studied list selection, graphic layouts, the letter’s structure, print production and lettershop capabilities. And I gave special attention to what and how to test.Empowering the Direct Mail Copywriter

Yet today, most of my income comes from direct mail copywriting.

Over the years, I’ve tested (more…)

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