Joe Franklin: a copywriter in San Francisco » Direct Mail

E*TRADE

joejdf — Thu, 22 Jan 2009 02:44:08 +0000

Who can resist opening an envelope that implies the possibility of a better future, speaks to a group of which they are a member and uses the word “your”?

WebEx

joejdf — Wed, 21 Jan 2009 01:52:08 +0000

Seeking to retain their #1 market share position for online meetings, WebEx needed to create 1,000 new leads. The solution was a multi-stage, direct-mail campaign in which I highlighted how WebEx’s solutions could make recipients more successful in their fields. All told the campaign achieved 1,767 unique leads for a 5 percent response rate that easily exceeded expectations.

Avaya

joejdf — Sat, 17 Jan 2009 03:14:43 +0000

More than any other medium, direct response gives us an absolute count of how we did in the competitive marketplace. Testing one ad against another is malarkey proof, and I’m happy to say that this one was a winner.

SGI

joejdf — Sat, 17 Jan 2009 02:22:49 +0000

SGI had a lot they wanted to accomplish with this direct mailer. Too much. In the end we struck a compromise: by using different font sizes and text placements I was able to prioritize the copy in a way that made sense.