Copywriters Write To Keep the Customer's Interest

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Although I didn't identify much with Laurie Goodman's beef about writing for direct marketing ("DM: Love It Or Leave It," Jan. 24), I did feel the response offered by Paul Hollingshead and Don Mahoney, of the American Writers & Artists Institute, to be self-serving and heavy-handed ("DM: Yes, Laurie, We Love It," Feb. 7).


True, I did enjoy Paul and Don's use of bullet points and focused promotion of their business. And, I agree that copywriting is a craft. But, making Laurie the underdog did not make me want to sign up for a course. So boys, you might want to bone up on your Herschel Gordon Lewis do's and don'ts? First, keep it short! Also, add some breakheads, use underlining ... an ellipsis here ... and there -- some double dashes -- and don't forget a Johnson Box, OK?


I write copy in order to get a positive response from my customers. Period. Anything I can do to keep the customer engaged and interested in buying from me is of the utmost importance. That's why I enjoyed Dean Rieck's "6 Secrets for Winning Creative Awards" (Jan. 17). I worked in broadcast television for 13 years in the Raleigh-Durham market before my conversion to direct marketing, and I can recall many a pompous Addy Award presented to advertising that was full of itself, costly and of main interest to only the hip and cool. Now, that's what I call "niche marketing!"

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