Blog Archives

Why some direct mail campaigns work and some do not

My mobile rang last Wednesday evening. ‘I got this postcard from you’ the voice said. It was a freelance web designer who needed a copywriter. ‘So what?’, you’re thinking. Well, the fact is I sent that postcard three years ago

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Defining your marketing message and not just being all things to all people…

There was a lad I went to school with many years ago who would begin at least one sentence every day in the school yard with the immortal words… “If you think that’s bad…”.  No matter what story you told

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Fundraising copywriting – the one, single thing you must do in your fundraising communications

Yesterday morning a fundraising letter fell lightly through my post-box complete with a dusting of rapidly-melting snow.  I opened the letter and waited for the first paragraph which would tell me what the problem was and how I could help.

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Is someone immune to your sales and marketing charms? There’s one way to get through …

You know who I’m talking about. Sometimes you think the only way they’ll use your product or service is if you don’t charge them and they double their income from it. They are cautious…very cautious. Every brochure or website they

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Direct marketing– focus on one day at a time….

My dad is not a big fan of direct mail. When I’m over at his house,  he’ll gesture at some well crafted direct mail piece and with a  well-aimed, good-natured grin in my direction, laugh at the pointlessness of it.

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Finding your marketing edge and keeping it sharp

Research carried out by the Irish Times recently reported that Kerrygold holds a special place in the hearts of Germans. Respondents to a survey in the country were asked ‘what they think of when they think of Ireland’. A whopping 11%

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Sex makes no difference to an experienced copywriter

Last week, I was the victim of work-placed sexism. But because I am a man, nobody cares. I am, of course, very much joking….. and retelling an anecdote that deals with an issue that crops up now and again in the

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The brochure is dead – long live the brochure

Oh yeah – it’s all digital these days. That’s true, right? No, it’s not really.  If you’re the sort of freak that’s not on Twitter or Facebook and still values the humble brochure, I can see why. But you can always be

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Why mum isn’t always the word – picking the right words for the right people

As a middle-aged rural Irish man, when I think of the woman that gave birth to me, she will only ever be ‘Mammy’ or maybe ‘Ma’. I have no objection to words like ‘Mum’ or ‘Mother’ but they are just

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Your sales letter made easy – 5 knows

I could have started this blog with ‘5 secrets those fat cats won’t tell you about writing a sales letter’ or‘Copywriting secrets that will make you €200k in six months’. Those promises and headlines don’t do it for me or most people. I’ll

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