How I learned a lot about direct response...at lunch
/Yesterday, I attended, for the first time, a Charlotte Direct Marketing Association meeting. It was a lunch and the group put together a superstar panel: senior direct marketers from Wells Fargo, Lowe's, and Bank of America. There was a gentleman from Cleveland who is right at the cutting edge of data collection and distribution plus John Hill, executive creative director, Hawkeye...an advertising agency with a great track record in direct response.
Going to the lunch reminded me of the importance of networking as part of a marketing strategy for a direct response copywriter...or anyone.
Over the next few days, I'm going to write about the lunch and my thoughts about the sagacity from the panel. Much of what I heard buttressed what I know about direct response. Here's the first thing...
John Hill talked about a direct response package he put together for a bank. It had a simple A vs. B option/offer...you can get this interest rate with these terms or this interest rate with these terms...or something along those lines. Everyone was really happy with the response and it's such a simple strategy.
As I told the people who attended my direct response marketing boot camp in the Ballantyne area, ALWAYS offer two options. You're going to buy or you're going to buy.
For my direct response copywriting site, www.scottmartinwriting, go here.
Going to the lunch reminded me of the importance of networking as part of a marketing strategy for a direct response copywriter...or anyone.
Over the next few days, I'm going to write about the lunch and my thoughts about the sagacity from the panel. Much of what I heard buttressed what I know about direct response. Here's the first thing...
John Hill talked about a direct response package he put together for a bank. It had a simple A vs. B option/offer...you can get this interest rate with these terms or this interest rate with these terms...or something along those lines. Everyone was really happy with the response and it's such a simple strategy.
As I told the people who attended my direct response marketing boot camp in the Ballantyne area, ALWAYS offer two options. You're going to buy or you're going to buy.
For my direct response copywriting site, www.scottmartinwriting, go here.
