Copywriter For Large Direct Mailer Fixes Ailing Mailer With This...

12 replies
When Soundview Communications mailer
response started to nose dive,
they called in Parris Lampropoulos‎.

From the research he did, here's what he discovered...

New copywriting and design team beat Second Opinion's control and garner the newsletter its second Gold Award in as many years. (Promotion). | The Newsletter on Newsletters | Professional Journal archives from AllBusiness.com

Great lessons to turn things around if you get
called in to fix a clients work...

or...

make sure you don't write a failure.

Best,
Ewen
#ailing #copywriter #direct #fixes #large #mailer
  • Profile picture of the author davemiz
    nice post thnx dude

    parris is a baller.... hung out with him at the mass control event a few years ago.... very sharp dude...
    Signature

    “Judge your success by what you had to give up in order to get it.”
    ― Dalai Lama XIV

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  • Profile picture of the author Mike Schwenk
    Great share, as always, Ewen.

    I'm not familiar with the site that article is on, but glad you posted it. There's a great article on there about tools to see where your customers participate online:

    4 Tools for Understanding Your Customers' Online Activity | Sales & Marketing > Advertising, Marketing & PR from AllBusiness.com

    -Mike
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  • Profile picture of the author Bruce NewMedia
    Thanks Ewen, I like the way the article spelled out each of the changes Parris recommended....and from what I read, he brought them a big jump in response, (doubled it) so a massive result.
    _____
    Bruce NewMedia
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    • Profile picture of the author Alex Cohen
      Keep 'em coming Ewen. Another great find!

      Interesting (and profitable) how he figured out a way to make "aging" concrete by linking it with "stress".

      A good advanced copywriting lesson.

      Alex
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      • Profile picture of the author ewenmack
        Thanks Alex,

        To me it's kinda obvious in that you have to be aware
        of where your audience is at and being relevant.

        Those things never stay static.

        The market change is described in Breakthrough Advertising.

        And using general terms like stress don't get the reader
        seeing how it directly relates to her daily life.

        Google has made Billions of $$$ by being relevant to the masses.

        Parris bought market awareness and relevancy to turn response around.

        Should be made basic skills for a copywriter, not advanced.

        Tricks seem to get in the way of basics.

        Best,
        Ewen


        Originally Posted by Alex Cohen View Post

        Keep 'em coming Ewen. Another great find!

        Interesting (and profitable) how he figured out a way to make "aging" concrete by linking it with "stress".

        A good advanced copywriting lesson.

        Alex
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        • Profile picture of the author Hugh Thyer
          If anyone has a copy of the final newsletter I'd LOVE to see it!
          Signature

          Ever wondered how copywriters work with their clients? I've answered that very question in detail-> www.salescomefirst.com
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          • Profile picture of the author Doceye
            I second that ^^^ emotion.

            Would also dig a gander at the original, fading control.

            Doc
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            • Profile picture of the author ewenmack
              Hugh and Doc,

              I had tried to track down Parris's contact details before you mentioned it.

              Looks like you'll have to get it from someone else who has it.

              Best,
              Ewen
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        • Profile picture of the author Alex Cohen
          Originally Posted by ewenmack View Post

          Thanks Alex,

          To me it's kinda obvious in that you have to be aware
          of where your audience is at and being relevant.

          Those things never stay static.

          The market change is described in Breakthrough Advertising.

          And using general terms like stress don't get the reader
          seeing how it directly relates to her daily life.

          Google has made Billions of $$$ by being relevant to the masses.

          Parris bought market awareness and relevancy to turn response around.

          Should be made basic skills for a copywriter, not advanced.

          Tricks seem to get in the way of basics.

          Best,
          Ewen
          Yes, knowing the importance of market awareness and relevancy are basic copywriting skills.

          The advanced skill I had in mind was how he dimensionalized aging by combining stress with it. And in the process, he made a general topic specific.

          Alex
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  • Profile picture of the author Ashley Gable
    I wonder how much he changed of the body copy. Would be interesting to see a before and after to get an even better feel for what he saw was lacking, and how he tackled it.

    Great share!
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  • Profile picture of the author IdrisSG
    This is brilliant...

    How a million dollar copywriter rescues a failing mailer.

    I'm bookmarking this one.
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  • Profile picture of the author markpocock
    Parris is an amazingly great copywriter. - Been lucky enough to be mentored by him.
    Signature

    Get a FREE 20 minute consultation on your sales letter. Contact me today
    And have the secrets A-List Copywriters - David Garfinkel & Parris Lampropoulos
    use in their multimillion dollar promotions
    www.markpocock.com

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