Direct Marketing Copywriter

It’s not just “Direct Response,” It’s Direct Emotional Response

Our Direct Marketing copywriting has a single goal – to tap into one or more basic human emotions and generate a successful response.

We write to get a good portion of the audience to TAKE ACTION- buy a product, learn more about a philosophy, vote for our candidates, sign up for a specific health club membership – whatever else our client is selling.

The appeal has to be somewhat subtle, but still clear.  We believe that people react instinctively when given a strong, well-crafted emotion-provoking message.  The properly written emotional appeal will work for audiences of any age or educational level IF it is written in the right way.

We know that Nostalgia with Baby boomers and Millennials.  Why?  Every generation has an idealized memory of a time that they identify as “the best.”  We what we call “Sticky Words^©” – like rock ‘n’ roll, the ‘90’s, or a pop culture event like “The Wonder Years” or “Happy Days” to create an emotional bond with the client’s offer.

We can drive responses using other sticky words to take advantage of more commercial instincts like Greed or Instant Gratification.  Flattery “expensive, but you’re WORTH it” works well also as does Exclusivity – “only club members/special customers” get this offer.

Curiosity appeals are one of our favorites.  Many people feel that there are things that they don’t know they should or want to learn.  Great writing that plays on Guilt – “save the whales, help a wounded veteran” and other fundraising appeals are part of what we can do.

On another level, we believe that copy that hits Anger will work well.  When people get mad, they want to DO SOMETHING about the issue. 

Our job is to find the right drivers to get the audience boiling and then provide them with a way to “get even” or “correct an injustice” or take on something that’s “just not fair!”