Question

Topic: Copywriting

Principles Of Writing A Direct Marketing Campaign.

Posted by Anonymous on 2/19/2004 at 12:14 AM ET 45 Points
I've been writing a few mailers for Direct Marketing campaigns for our clients. Being part of a DM agency, one often becomes mechanical and assumes that they have the know how to write a DM campaign. I'm looking to create a checklist for writing DM campaigns/mailers. What are the main points that any DM campaign must cover? What pulls more response? How do you test whether its your idea that is working? These are a few questions that i think we all should have answers to. Any help in this regard will be greatly appreciated.
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  • Posted on 2/19/2004 at 4:40 AM Member
    Hi

    think about 4 things:
    - timing
    - targeting
    - offer
    - creative
    in that order.
    Each should drive the other towards a more compelling offer, relevantly expressed.

    Plus, test.
    Test 1 significant thing every time you send out a campaign.
    That way you can measure its impact.

    If you're looking for tips, try https://www.draytonbird.com - his book Commonsense Direct Marketing covers 'all' the bases.

    hth

    Will Rowan fidm
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