Nearly 20 years ago I trained as a direct response copywriter.

I wrote mainly direct mail campaigns, working for an in-house team and then an agency specializing in lead generation. I learned from some of the best in the trade—through DM seminars from people like Herschell Gordon Lewis and Joan Throckmorton. I learned the difference between sales copy and fluff.

Then along came email and SEO. Clients couldn’t get enough of interactive marketing. Luckily, turned out that email marketing was a direct marketing medium—a list of targeted names to send to, a verified delivery, and a built-in way to track every click.

I learned to write data-driven, highly personalized content.

Soon, permission marketing and relationship marketing came along. So did variable data and one-to-one marketing…and with it the ability to vary messages, offers, photos and links specific to the recipient. Talk about a marketing copywriter’s heaven! So I joined a database marketing agency and quickly drank the Kool-Aid (multiple flavors). I wrote and directed content writing for clients’ lead generation, retention and lifecycle campaigns. I also learned how to play the architect and design touchpoint and messaging strategies for these campaigns.

I became a fan of the customer lifecycle and messaging strategy.

Throughout my career, whether writing for education, fitness, automotive or finance, I learned that understanding the interests and needs of the target segments is the most important part of writing. Today, I write content for a few select clients, from email and landing pages, to direct mail packages and websites, to print ads and blogs, and more. I’ll also build your messaging strategy.

I haven’t forgotten that my writing started with solid direct response principles. Or that good marketing starts with good strategy. And that’s why my writing can get you results, too.

Email Jeff   Follow @hey_midge