Losing Sales with Dry Copy?
Each of your copy blocks — and certainly every headline — needs to employ as many of these seven drivers as possible. “If not, tear it up and start over,” as direct marketing guru Denny Hatch would say.
Goodway Technologies of Stamford, Conn., is the leading manufacturer and marketer of heating, ventilation and air conditioning (HVAC) cleaning and maintenance equipment in the United States. The company once relied on headlines that simply listed its product names, such as “CoilPro Coil Cleaner.” This product’s copy then read, “Goodway’s CC-140 CoilPro Battery Powered Coil Cleaner is the solution for your coil cleaning applications.”
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
