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Direct marketing is immense. More money is spent on it than on television, radio and print advertising COMBINED. Yet when most people hear the expression "direct marketing" they conjure up imagines of having to create a laundry list of features and benefits and blah, blah blah. You could offer most creatives on Madison Avenue a raise of 400% to entice them to get into direct marketing and they would laugh in your fat face. To them it is the ugly cousin. Me personally, I quit a career down on "the Avenue" making (A HUGE SALARY # GOES HERE) to rush into direct. Insane? Not at all. Because there is a far deeper, much more human element to direct marketing than people understand. And great copywriters and great thinkers are making obscene money by tapping into it correctly. Hence my flight. Web owners are beginning to see this in front of their eyes and are catching onto the fact that by being 'real' through their direct efforts, they are extending a fingerprint of their online businesses that they had never had access to previously. Case in point...while most web owners are forced to rely on the copy that had been written for their sites to do ALL of the direct marketing it REALLY NEEDS TO DO in order to make the sale, a new way of allowing that process has just come to life. The results of which have been nothing short of spectacular. It is by combining the effectiveness of direct marketing with the deft hand of honest writing OVER TIME that these web owners are seeing prospects turn into customers. And we all know that its customers we're all after.
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Kevin Browne is a former Creative Director and Senior Copywriter at agencies including J Walter Thompson, McCann Erickson and Young and Rubicam. Kevin now runs TABinteractive where he PARTNERS WITH web owners to TOGETHER make ridiculous, and consistent online sales at www.tabinteractive.net,
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