DIMENSIONS OF DYNAMIC COPYWRITING
Direct Response dimensions copywriting is word power that sells. From the creative pen, ink flows straight into the buyer's heart, mind and checkbook. The real object of this persuasive writing is to excite the reader to buy the new desired product or service on the spot. Copywriting direct marketing magnifies the verbal influence of the Internet, TV, radio, and print. Direct Mail advertising expenses now represent 56.5% of total American advertising cost. The Direct Response copywriter appeals keenly to core human emotions, through a variety of formats. Curiosity and desire are two of the primary emotional sellers. Click below for excerpts from Where Love Meets Life. This vibrant letter by Catherine Eujon stimulates the desires of appetite and comfort catered to by Marcel's, a luxury restaurant.
Click for dimensions excerpts from Where Love Meets Life.
Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters by Joseph Sugarman, skillfully develops the next dimension of advertising copywriting. Mr. Sugarman advises that products have a core nature in the minds of consumers. The role of the copywriter is to grasp this essential nature and to create an ad reflecting it.
Two other crucial components of successful copywriting for direct marketing emerge in the book. The real writer should establish a reading momentum "slide" that moves swiftly from the headline to the sale. The copywriter must also lead the prospect artfully into a relaxed buying environment.
|
