The Direct Response Copywriter who Shakes His Head at the Pointless Advertising that Bombards Us Daily. . .
Who Can Help Your Business Stand Out.
Hello and welcome.
I’m Mark Herdt, a direct response copywriter and marketing strategist.
Let me ask you something, are you familiar with the slogan, “The Heartbeat of America?”
It was the slogan that began in 1985 to the automobile company Chevrolet.
Jerry Burton, who created this unforgettable and most iconic slogan, won multiple advertising awards for his advertising creativity and genius.
And yet, despite it being so recognized in the market, Chevrolets sales declined by more than elven percent from the previous year, and would continue to drop for the next four consecutive years this ad campaign would run.
This begs me to ask the question, “why would they continue to run an ad campaign that was clearly not working? What is the point of the ad campaign if it’s not helping increase sales?”
It completely baffles me how countless corporations pour insane amounts of money into advertising each year that only entertain the masses.
Because if their goal is to capture the attention of everyone, they’re then marketing to no one.
If your throwing mud at the wall hoping it sticks like the players, you’re going to burn through money with little to no return too.
The reality is (regardless of your belief), it doesn’t matter how unique you think your product is or how special your service is and how well it fits everyone, not everyone is your ideal customer.
It’s time to take a different approach. Stop hunting for customers as if they were prey, because the can sense this and it only makes them nervous.
Instead, provide them with educational information that’s going to attract interested customers and differentiate you from your competitors.
The right message you provide must be in sync with the right market and delivered via the right media for the best results. And the right media must be used based on what your target market responds to the best, offline and online are your means of delivery, neither of which is superior over the other over-all.
For example, a certain target of prospects over the age of 55 prefer using the yellow pages.
This doesn’t surprise me in the least. Why? Because I have two siblings over 55 that avoid email and online advertising like the plague. They’d rather “see” the product in person or in a product catalog.
Despite the total amount of advertising dollars being spent online versus offline since 2018 (which has been increasing every year), it may come as a shocker to you that people between the age 18-34 shopping in the in the health, travel, and finance market still prefer receiving information via direct mail.
Even more so, twenty-six percent of consumers rank direct mail as more trustworthy than online media, and fifty percent of these same consumers pay more attention to direct mail than email.
It’s also worth noting that of all the media that is used, social media and blogs are trusted the least.
Truly understanding your target market and determining how to reach them is a multi-level facet marketing strategy that must be tested and tracked to thus determine what provides you the greatest return on investment for every dollar spent on your marketing campaign.
What to do Next:
If you’re ready for a different experience working with a copywriter that can provide a unique approach. . .or at least is open-minded to fresh ideas and input from somebody who “gets” them. . .then let’s talk.
We can start with a diagnostic critique of one thing, or a collection of your ads, mailers, online marketing. Or explore a new need you have.
To begin, a 30-minute telephone or in-person discussion is complimentary; no fee, no obligation.
Call 608-769-4182
Or shoot me a message by clicking here.
Sincerely,
Mark Herdt
Direct Response Copywriter
P.S. Something a lot of buisness owners never consider: having a set of “fresh eyes” to look over their current marketing can be a big plus.
And know this, I give every client I accept a simple guarantee with every writing project: if results don’t achieve the agreed upon target, I’ll re-write and keep working as long as the client is testing. I’m not going to walk away, shrug my shoulders and say to myself “win some, lose some.”
But I digress, you can’t make a decision to retain me now, and I can’t make a decision to accept you now either. Let’s explore.
