Direct Response Copywriter on The Truth About Marketing

I just finished going through the edits for one of my books. It’s my 17th and it’s about marketing, specifically direct marketing and the power of direct response copywriting.

The book will help all business people understand direct response copywriting and the work of a direct response copywriter. Everyone should understand what a direct response copywriter does, and can do, for a business.

In that book and, indeed, in many of my blogs, I HAMMER away at branding advertising and the people who say stupid things like “brand equity” and “brand engagement” and “re-branding” and "brand authority." I pound away mercilessly at branding agencies and their ilk.

Quite frankly, I love it. I’m not the only one who thinks this way. I’m not comparing myself to David Ogilvy, Gary Bencivenga, Dan Kennedy, Claude Hopkins, and John Caples, but they ALL say precisely the same thing about branding and creativity. They are all on the direct marketing side.

I’m not writing to please the merchants of branding. They aren’t my clients, unless they all decide to cross the chasm. I don’t care what they think. I care about the business owners who NEED direct marketing. I care about the CEO of a company who has been duped by an overpaid CMO into thinking that branding is what it’s all about. I care about the people who are directly impacted by the raw malpractice of so many CMOs who have never even heard of books like Tested Advertising Methods and Scientific Advertising. These CMOs win prizes and they take home bonuses and big paychecks but they rarely know anything about selling, which is what marketing is all about.

You won’t get apologies from me when I point out the malfeasance. I’m a direct response copywriter. You’ll be over there winning prizes. I’ll be over here driving revenue.