Direct Marketing Copywriter
The best-read writer in the blue bin.
Direct Marketing Has Evolved With The Rest Of The World
You would think the art of direct marketing copywriting died out with the ascent of the internet, the mass appearance of “No Flyers” signs on mailboxes and the ability of digital advertisers to target people directly on their personal devices.
But no. Direct marketing has evolved with the rest of the world. It can still have a place in your marketing arsenal. And for some businesses, especially those with a brave streak, it can reap huge rewards.
Who is Paul Fenn?
A deeply experienced media-agnostic copywriter delivering juicy ideas, copy and content for clients in B2C and B2B. Clients come to me to clarify and harness their strengths to grow their prominence or dominance. To become unshackled from ineffective, outdated or dull corporate communications. To apply a well-thought-out brand persona that connects with audiences. And to start conversations and relationships that inspire trust and belief, while growing revenue.
Why work with me?
DM is among the most satisfying challenges a writer like me faces because few clients expect more than a 2-3% response rate, and those are just leads. Closed sales can be another 3-25%, depending on the quality of offering and the campaign that powers it. I make it my business to exceed such modest expectations.
Challenge me with a DM assignment.
"It’s a persuasive idea cleverly packaged that provokes and closes."
- Paul Fenn, Toronto Copywriter
Close ‘em like books
DM is not just words. It’s a persuasive idea cleverly packaged that provokes and closes. I’ve done DM that was a cake, someone uttering a line to an executive, a bowl of macaroni, a petri dish, a radio announcement and multiple tons of paper-based executions When clients trusted us and let us be, we delivered them a hardworking piece that won them more business, achieved the goal. It’s a dying art, but it shouldn’t be.
There’s no reason to give up on DM. In fact, in the digital age, well done DM can deliver mind-blowing ROI.
What I learned
To rock people’s worlds, your DM must be creative, fun, exciting and, where possible, done in 3D (4D, if you wanna include taste).
You can’t just make some lame or impossible-seeming promise. You must wrap a reasonably believable promise, or a tease, with the additional promise / tease of a good time or at least time well spent, should the recipient engage your DM piece as you ask.
Today’s DM is channeled through a variety of media: cell phone ads, text messaging, email, websites, online ads, database marketing, fliers, catalogs, promo letters, targeted radio, television and print ads (newspaper, magazine and outdoor).
The old rules hold true, regardless of media
And it’s the same deal: To get people to respond directly, you need an experienced direct response writer, such as myself, and a talented art director, who knows DM.
To get worthwhile ROI, you need to brief your creative team well, with current consumer data, past DM and advertising experiences, competitive landscape and your objectives – then give them the freedom to explore out-there creative ideas and strategies.
What You Get