Six Reasons Why Direct Marketers Should be Swooning Over Social Media

Direct Marketing, Marketing, Social Media
I’m not going to lie. I get it. I really do get it. As someone who earned a livelihood for many years writing copy almost exclusively for direct mail and email, I totally understand why some dyed-in-the-wool direct marketers are still on the fence about using social media. Tweeting, blogging and sharing selfies on Instagram just doesn’t have the same appeal to them as launching one of their own targeted, timely campaigns with a strong offer geared toward a qualified audience to which quantifiable metrics can be applied. They’re concerned about ROI and reputation. They’re afraid of the risk. I understand. I feel their pain. After all, I had the same questions and doubts myself when I began blogging in 2004. I wondered how social media was going to blend…
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My Upcoming Panel Discussion on Social Media at the NEDMA Conference

Blogging, Business, Direct Marketing, Marketing, Social Media, Twitter
I can’t tell you how excited I am to be speaking at the New England Direct Marketing Association conference next week (May 15 at Bentley University in Waltham, Massachusetts). After all, I get a kick out of being in front of an audience, sharing what I know about a particular topic or issue with people who are genuinely interested in what I have to say. It’s a big thrill for me, an extremely rewarding experience that I always enjoy. [caption id="attachment_4690" align="alignright" width="145"] Craig Blake[/caption] This time around, I’ll be moderating a panel discussion on social media. In addition to the short presentation I’ll be giving on how and why to create lists on Twitter, those in the audience will hear from Craig Blake (Director of Business Development at SourceLink), Myles Bristowe…
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A Few Words with Jamie Bradley about Printing, Marketing, Social Media and More

Business, Direct Marketing, Marketing, Social Media
[caption id="attachment_4295" align="alignright" width="138"] Jamie Bradley[/caption] Jamie Bradley is a marketing, sales and printing professional with a great deal of experience and expertise. He is also a really nice guy blessed with a gregarious, easygoing personality. I’ve known Jamie for some 20 years or so, mainly through the many New England Direct Marketing Association (NEDMA) and other industry-related functions we both attend, and I've always enjoyed his company. Not only does he know print production inside and out, he’s also a smart, seasoned businessman, someone who’s been there, done that so often that you just know you can count on him for a good answer or the right solution. Jamie and I had lunch recently at Panera Bread on Waltham Street in Lexington, during which time we talked about all…
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Presentation: 10 Ways to Succeed as a Copywriter

Advertising, Blogging, Branding, Business, Copywriting, Direct Marketing, Marketing, Social Media
10 Ways to Succeed as a Copywriter from Bob Cargill My first job out of graduate school many years ago was as a copywriter for RCA Direct Marketing in New York City. And the rest, as they say, has been history. Since that first gig writing about popular records (yes, vinyl) and tapes (cassettes and eight-tracks, to be specific), I've written about an incalculable number of other products and services, from business cards to books, healthcare to software, magazines to music, travel to tuxedos and more. I've also written direct response fundraising copy for dozens of charitable organizations -- which, by the way, has been some of the most satisfying work I've done over the course of my career so far. I may have worked for a number of different companies, developed new…
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My Blog Post on Video Series: 10 Ways to Succeed as a Copywriter

Advertising, Blogging, Branding, Business, Copywriting, Direct Marketing, Fundraising, Marketing, Public Relations, Social Media, Twitter, YouTube
If you're a content creator like me, someone who goes to great lengths to share your own knowledge and opinions via social media, you know how important it is to get the most mileage out of your original work. Frankly, I’m always thinking of new ways to leverage and repurpose my efforts. So as I was writing the posts in my “10 Ways to Succeed as a Copywriter" series, I’ll admit that I was thinking all along that they might lend themselves quite well to video. After all, I had already turned a number of blog posts into short clips that I had uploaded to YouTube, each of which featured me talking straight into the camera from a variety of different locations. I envisioned this series to be no different. What…
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10 Ways to Succeed as a Copywriter, Part Two

Advertising, Branding, Copywriting, Direct Marketing, Fundraising, Marketing
2. Care deeply about results. While being able to exhibit a high degree of creativity may be important to the success of a copywriter, achieving the highest possible ROI is usually imperative, certainly in direct marketing, the industry in which I earn my livelihood. My brethren and I work with the understanding that the purpose of most campaigns is to promote sales of a product or service, not the copywriter’s ability to turn a clever phrase. It’s nice to win awards. But what really counts is winning over your audience, those who are hopefully hanging on your every single word. Yes, what the most successful copywriters really care about is convincing those on the receiving end of their communications to take action in some way, shape or form such as picking up the phone, filling out a form, clicking on…
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10 Ways to Succeed as a Copywriter, Part One

Advertising, Branding, Copywriting, Direct Marketing, Fundraising, Marketing
My first job out of graduate school many years ago was as a copywriter for RCA Direct Marketing in New York City. And the rest, as they say, has been history. Since that first exciting stint writing about the most popular records (yes, vinyl) and tapes (yes, cassettes and eight-tracks) of the day, I’ve written about an incalculable number of different products and services. As I wrote in the preceding post here on A New Marketing Commentator… I’ve written copy to help promote everything from business cards to books, healthcare to software, insurance coverage to investment advice, magazines to music, travel to tuxedos and much, much more. I’ve also written direct response fundraising copy for dozens of charitable organizations (which, by the way, has been some of the most satisfying work…
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Meet Me at the Intersection of Social Media and Marketing

Blogging, Direct Marketing, Marketing, Social Media
While I’ve always believed in the principles and power of direct marketing, as soon as I started blogging in early 2004, I realized I had discovered something that could very well have a huge impact on the future of the industry in which I earned my livelihood. I'm no prognosticator, but I saw for myself what the authors of The Cluetrain Manifesto had written in their groundbreaking book, that, among other things, "markets are conversations" and that “there are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone” and that "companies that don’t realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best…
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