From The Golden Thread Mailbag …
DM Trends
Dear Pat,
I’ve been noticing that more and more of the direct-mail promotions I’m getting consist of multi-page, full-color self-mailers and magalogs. Is this the trend? Is the basic DM text letter on the way out because of the Internet?
Tzivia E.
Hello Tzivia,
No, the basic printed DM letter is definitely not going away. And, in fact, the Internet has only expanded its scope. Last year, direct mail was a $2.3 trillion industry.
Generally speaking, certain types of packages work better for certain types of products. So if you’re primarily on mailing lists for the kind of products that are successfully marketed with self-mailers and magalogs, that would explain why you’re seeing the same formats over and over. And that means you should make an effort to get yourself on some more-diverse lists.
Dear Pat,
Copywriting job offers usually ask for a resume. I am an AWAI member and have no copywriting experience. My “day” jobs have been in the admin assistant, office manager, secretary line – in different industries. How do I parlay my corporate-support work history into a resume that will get me a copywriting job?
Penny T.
Hello Penny,
I’m really happy to hear that you are ready to start promoting yourself.
Don’t be dissuaded by a request for a resume. What clients are really looking for is someone who can write good copy.
Use the copywriting skills you’ve been learning to write a one-page, benefit-packed self-promotion piece. Make it short and to the point. When the client sees what you can do, you’ll definitely get a shot at an assignment.
That’s it for this week. Thanks to one and all – and keep those emails coming!
Pat
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