Comments on: Copywriter Ivan Levison talks about direct mail

By: Ivan Levison

Ivan Levison — Thu, 03 Jan 2008 20:46:41 +0000

are you convinced that good copywriters can make that happen? Distill the story and get the response desired?

ABSOLUTELY!

By: Janice C Cartier

Janice C Cartier — Thu, 03 Jan 2008 18:04:41 +0000

Sorry Ivan. Selling Artwork directly to my upper end clients rather than going through a “gatekeeper”, i.e. exhibition venue, gallery, etc. Maybe creating an inner circle” insider “group. But for a test, I have a special project.

Logic and personal discretionary spending… are you all convinced that good copywriters can make that happen? Distill the story and get the response desired?

By: Dean Rieck

Dean Rieck — Thu, 03 Jan 2008 17:03:34 +0000

You can potentially sell anything via direct marketing. It’s simply a method of selling directly to clients, as opposed to, say, retail marketing, where you sell to another business (store) which then sells to end users.

Most purchases are discretionary, which is a big word that means people buy stuff they want but don’t need, like your artwork.

So yes, my take on “pain” is that it could be social status, self-esteem, etc. You just have to be careful because while people often have personal reasons for buying, they generally like to think that their reasons are logical.

By: Ivan Levison

Ivan Levison — Thu, 03 Jan 2008 17:03:02 +0000

Not really clear about what you mean I’m afraid . . .

By: Janice C Cartier

Janice C Cartier — Thu, 03 Jan 2008 13:38:21 +0000

So “pain” could be higher up on the pyramid…social status, self-esteem, actualization issues…my ideal client is usually solving an event driven need, or a statement about self. They seem to want something “outside the picture” as well as the actual piece itself. Have you ever used direct marketing successfully in this kind of niche?

By: Dean Rieck

Dean Rieck — Wed, 02 Jan 2008 23:03:09 +0000

On the other hand, you may want to read “pain” more broadly. If you’re driving a Ford and your friend is driving a Lexus, then the “pain” might be envy.

By: Ivan Levison

Ivan Levison — Wed, 02 Jan 2008 21:42:28 +0000

A very good question, Janice. I certainly agree that the idea of understanding “pain” doesn’t apply to the luxury goods market. There, one is dealing more with branding/image/life-style issues and this is not often a direct mail issue EXCEPT in the catalog arena (and in other related formats).

By: Janice C Cartier

Janice C Cartier — Wed, 02 Jan 2008 21:17:48 +0000

“understand the prospect’s pain”….
What if your client is buying upper end luxury goods? Where’s the pain in that?