Comments on: A chat with cranky commentator Roberta Rosenberg, The Copywriting Maven http://www.directcreative.com/blog/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven Dean Rieck on Copywriting & Direct Marketing Tue, 07 Feb 2012 07:10:32 -0700 hourly 1 http://wordpress.org/?v=3.1.1 By: Maven in the Media http://www.directcreative.com/blog/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/comment-page-1#comment-64373 Maven in the Media Sat, 13 Nov 2010 21:26:12 +0000 http://www.directcreative.com/blog/2008/02/12/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/#comment-64373 [...] A chat with cranky commentator Roberta Rosenberg, The Copywriting Maven Filed Under: Maven Interviews About admin [...] [...] A chat with cranky commentator Roberta Rosenberg, The Copywriting Maven Filed Under: Maven Interviews About admin [...]

]]> By: Copywriting Maven Shares Tips and Cranky Commentary with 2 Copy Colleagues : The Copywriting Maven http://www.directcreative.com/blog/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/comment-page-1#comment-375 Copywriting Maven Shares Tips and Cranky Commentary with 2 Copy Colleagues : The Copywriting Maven Tue, 12 Feb 2008 20:31:33 +0000 http://www.directcreative.com/blog/2008/02/12/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/#comment-375 [...] You can read my interview with Dean here. [...] [...] You can read my interview with Dean here. [...]

]]> By: Roberta Rosenberg http://www.directcreative.com/blog/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/comment-page-1#comment-374 Roberta Rosenberg Tue, 12 Feb 2008 19:55:52 +0000 http://www.directcreative.com/blog/2008/02/12/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/#comment-374 Absolutely. Any moke can sell one thing at one time to one person. The more consultative approach nurtures a sale AND a long-lived relationship. Absolutely. Any moke can sell one thing at one time to one person. The more consultative approach nurtures a sale AND a long-lived relationship.

]]> By: Dean Rieck http://www.directcreative.com/blog/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/comment-page-1#comment-373 Dean Rieck Tue, 12 Feb 2008 19:52:54 +0000 http://www.directcreative.com/blog/2008/02/12/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/#comment-373 I think it was in the 70's when the idea of "consultative selling" was born. It's not that sales people got less aggressive, it was just a shift in the way sales people targeted and worked with prospects. Many people misunderstood the idea, though, and it got a bad reputation as a time waster. Really, if done properly, it should speed up the sales cycle because you're supposed to be finding out what people really need and selling it to them, instead of pushing whatever your sales manager wants you to push that month. I think it was in the 70′s when the idea of “consultative selling” was born. It’s not that sales people got less aggressive, it was just a shift in the way sales people targeted and worked with prospects.

Many people misunderstood the idea, though, and it got a bad reputation as a time waster. Really, if done properly, it should speed up the sales cycle because you’re supposed to be finding out what people really need and selling it to them, instead of pushing whatever your sales manager wants you to push that month.

]]> By: Janice C Cartier http://www.directcreative.com/blog/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/comment-page-1#comment-372 Janice C Cartier Tue, 12 Feb 2008 19:32:50 +0000 http://www.directcreative.com/blog/2008/02/12/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/#comment-372 Remarkably clear. More than that, it has a "feel " to it that is more collaborative problem solving. That makes me think that this is a good way to establish more trust, a better list, and the return client over the long haul. It's kind of like a really good waiter or sommelier helping us choose because we both want the same thing. A good experience , a delightful choice based on our tastes and needs and a reason to come back. Marketing, money, commercialism...all bad words way back in art school. What they did was handicap us in a business sense. I wrote what you responded down to use. I really appreciate the benefit of your expertise. Thank you. Remarkably clear. More than that, it has a “feel ” to it that is more collaborative problem solving. That makes me think that this is a good way to establish more trust, a better list, and the return client over the long haul.
It’s kind of like a really good waiter or sommelier helping us choose because we both want the same thing. A good experience , a delightful choice based on our tastes and needs and a reason to come back.
Marketing, money, commercialism…all bad words way back in art school. What they did was handicap us in a business sense. I wrote what you responded down to use. I really appreciate the benefit of your expertise. Thank you.

]]> By: Roberta Rosenberg http://www.directcreative.com/blog/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/comment-page-1#comment-370 Roberta Rosenberg Tue, 12 Feb 2008 18:22:24 +0000 http://www.directcreative.com/blog/2008/02/12/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/#comment-370 Hi Janice! Dean asked me to reply to you on the question you raised. I think we're really talking semantics here. Advertising/marketing is certainly about promoting goods/services. That's a given. My approach, however, as a copywriter in charge of a particular tactic - like a sales letter or email - is to approach my prospect like a client. Someone with a need/problem looking for the best, possible solution. My job, then, becomes consultative - "Here's your problem. I hear you. Here are some possible solutions. Some more worthy than others. Here's some reality-grounded, emotionally-resonant material to help you make a good decision. Here are some more reasons why you'll want to give my product/service a shot - guarantee, testimonials, etc. Okay, how would you like to proceed? I'm here to take your order!" Does that clarify? :) Hi Janice! Dean asked me to reply to you on the question you raised. I think we’re really talking semantics here. Advertising/marketing is certainly about promoting goods/services. That’s a given. My approach, however, as a copywriter in charge of a particular tactic – like a sales letter or email – is to approach my prospect like a client. Someone with a need/problem looking for the best, possible solution. My job, then, becomes consultative –

“Here’s your problem. I hear you. Here are some possible solutions. Some more worthy than others. Here’s some reality-grounded, emotionally-resonant material to help you make a good decision. Here are some more reasons why you’ll want to give my product/service a shot – guarantee, testimonials, etc. Okay, how would you like to proceed? I’m here to take your order!”

Does that clarify? :)

]]> By: Janice C Cartier http://www.directcreative.com/blog/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/comment-page-1#comment-369 Janice C Cartier Tue, 12 Feb 2008 17:38:52 +0000 http://www.directcreative.com/blog/2008/02/12/a-chat-with-cranky-commentator-robert-rosenberg-the-copywriting-maven/#comment-369 Incredibly informative. Dean, how does her last statement, " I don’t try to sell anybody anything " gel with your marketing is always pushing position? All best, Jan Incredibly informative. Dean, how does her last statement, ” I don’t try to sell anybody anything ” gel with your marketing is always pushing position?
All best, Jan

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