The Copywriter's Toolkit: The Complete Guide to Strategic Advertising Copy by Margo Berman

Author:Margo Berman
Language: eng
Format: mobi
Publisher: Wiley
Published: 2012-07-18T18:30:00+00:00

Chapter 8

The Delivered and Abridged Word

Direct Mail, Mobile, and Small-Space Writing

When you write, always try to win their hearts. Their minds will tag along.

Juan Santiago Lagos, associate creative director Alma/DDB1

In the following pages, you'll learn the difference between direct mail and direct response. And why, with direct mail, you need think about creating the outside message before the inside one. You'll realize that even the most mundane assignments can be creative, like the Orkin postcards. You'll find out why direct mail is still being used and how to make it fun, effective, and strategic. You'll be referred back to chapter 2, so you can review the 50 types of strategies.

You'll also read about writing sales letters. If you're thinking, “Who cares?” You do. You may be writing a letter of introduction to a prospective employer or as a follow up e-mail after an interview. Yes, they're sales letters. And, they need to be persuasive.

You'll be reminded to think about other direct methods of reaching your audience, such as e-mails, mobile coupons, product-related apps, interactive (online) banner ads, and so on. You'll read about tips for creating successful e-mail marketing campaigns. You'll discover the importance of editing down your writing for small-space messages like coupons, catalogs, and product packaging. Best of all, you'll examine some exciting examples of humorous package copy, including Ugly Mug Coffee and Red Brick Beer.

Okay, enough said. Now let's begin our investigation of the delivered word through direct mail, mobile, and small-space messaging.

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