Two unsung heroes of Direct Response Copywriting...

The people are actually the jobs they do, not two specific people.

In smaller companies, they may not have either. In larger ones, they may have several.

These positions are:

Media Buyer.
Product Buyer.

Smaller companies may rely on outsourcing the media buying...there are still a few around who have been at it for over 25 years or longer. From what I've heard from them, it's getting harder and harder for general publications to produce...so go specific.

Media Buyers are experts in placing your ads and good ones can give you a pretty good guess of how your ad will do in a given publication...they have the data and experience to back up their opinions.

The most FUN office in a bigger company is the Product Buyer's office. Filled from floor to ceiling with trinkets, new products, scores of catalogs on their bookshelves.

I remember asking my buyer if she could find a certain "tailsman" for a piece I was doing on "LUCK" She produced several samples, with costs, and this meant the difference between marginal and profitability...buying the right product for the promotion.

You should get to know a few Media Buyers and Product Buyers. Just going through the products catalogs could give you some great ideas for products and your promotions.

Also, just because I was in one yesterday, I'm liking the Wal-Greens as seen on TV section. Many products I haven't seen.

Today, many ON TV marketers use that as a first step to getting into retail.

See how they sit on the shelf, learn something.

gjabiz