Planting the Seeds for Bountiful Results

Copywriting, Direct Marketing
Monday, May 10, 2004 – An article I wrote, 10 Ways to Grow Your Audience with Direct Mail, was just published in Perfect Register, the newsletter for employees of International Business Systems (IBS), Inc., and their associates in the business community. I am grateful to IBS (thank you, Aleka and George) for asking me to write this article, as it gave me the chance to talk shop with an audience of more than 1,000 readers. And while plans call for us to post the article on our own Web site at Yellowfin Direct Marketing, I thought I’d be remiss if I didn’t incorporate at least a piece of it in A Fine Kettle of Fish. The original article ran in the vicinity of 1,500 words, but I won’t be going…
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Salesman, Fundraiser, Actor, Mystic

Copywriting
Thursday, March 25, 2004 – A growing percentage of our business here is rooted in the world of higher education, either helping development officers raise funds or working with alumni associations to grow their membership files. If you’re familiar with agency parlance, you’ll know what I mean when I say this is one of our strongest vertical markets, an offering we’ve already established as one of a handful of our core competencies. We’ve run successful campaigns so far for clients such as Ohio University, the University of Texas and Southern Methodist University, just to name a few, which has led to a number of new engagements recently, including the University of Houston and Florida State University. As a creative guy, I couldn’t be happier with these assignments. Each one is…
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The School of “Emo” Copywriting

Copywriting, Direct Marketing
Thursday, March 18, 2004 – In the latest edition of the I-Copywriting Digest, “moderator” Nick Usborne suggested that online marketers are becoming less and less personal online. “Why,” he asked, “are we retreating into that familiar territory of corporate-speak, when we would do better to step forward and touch our readers one by one?” I must say his commentary struck a chord with me, as I’ve always been partial to the school of "emo" copywriting. Show some enthusiasm. Express your emotions. Don’t be afraid to open up to your audience and connect with them personally. They’ll respect you for it. And respond affirmatively. That’s what I say. And that’s what I did say -- for the most part -- in a letter I wrote back to Nick (agreeing with him…
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