Last week, I met the local president of the Humane Society. They rescue dogs and cats...noble work. I told her I write direct response copy for direct mail and the web. She told me their most profitable fundraising comes from direct mail.
I'm always extremely curious about people's approach--especially when they're successful--so I asked, 'where do you get your list?'
- People who have donated before.
- Local Victoria's Secret shoppers.
Turns out that young women who shop for underwear also like dogs and cats. THAT, my friends, is creativity. People win awards for creativity--usually for funny/clever ads with no way to measure ROI. Real creativity produces results--like increased donations to the Humane Society. They mail just nine times a year so each mailing HAS to work.
I start every direct response copywriting project by finding out who's in the database. Direct response copywriting is a highly targeted conversation between seller and prospect.
When choosing your mailing list--can you find an 'out of the box' idea like my friends at the Humane Society?
I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.