Direct Marketing covers a number of marketing methods. To be truly successful at direct marketing, you will need to use several of these methods – either in combination, or as alternative marketing approaches – depending on:

• the product offer,
• the particular market segment being targeted, and
• the costs and anticipated revenues from the marketing campaign

Copywriting is an example of a marketing method that is used in conjunction with all of the other direct marketing methods. The understanding of human psychology, and how to use that to present offers that get the sale, is essential for all types of campaigns.

However, how you use copywriting is impacted by the medium you use – text emails are a very different medium to a glossy, high quality direct mail letter. Each will use the fundamentals of copywriting:

• the powerful, attention-grabbing headline (or subject line),
• the stressing of benefits over features,
• the call to action,
• etc …

but the limitations of formatting, attention span of the target market, physical layout restrictions – say for postcard marketing – impacts how the direct marketing practitioner will apply copywriting for a particular marketing campaign.

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This section of the site has articles in the following sub categories:

• Marketing Strategy (45)
  • Culture (1)
  • Data Quality (2)
  • Direct Marketing (19)
  • Successful Marketing (8)
  • Unique Selling Proposition (9)
• Customer Analysis (21)
  • Customer Lifetime Value (8)
  • Customer Loyalty (10)
• Marketing Methods (57)
  • Copywriting (16)
  • Direct Mail (5)
  • Email Marketing (12)
  • Internet Marketing (5)
  • Postcard Marketing (13)
  • Telemarketing (3)
  • Video Marketing (2)
• Systematic Marketing (46)
  • Lead Generation (21)
  • Sales (7)
  • Customer Analysis (6)
  • Customer Relationships (2)
  • Referrals (6)

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