Copywriters Podcast

Today we return to our new series called “Old Masters,” and we’re going to look at another list from Maxwell Sackheim’s book, “My First 65 Years In Advertising.” Sackheim started in direct mail in 1906. In 1927 he was a co-founder of a highly successful direct-mail business, The Book-of-the-Month Club. He wrote a very famous ad with the headline, “Do You Make These Mistakes In English?”, which ran for 40 years and was always profitable. The list we’re going over today is called “Seven Deadly Direct Mail Mistakes.” But don’t worry if you don’t do direct mail yourself. It’s based on hard-won wisdom and it applies just as well today with Facebook ads and funnels as it does to actual direct mail. (Seven deadly Direct Mail mistakes) 1. Failing to Give The Reader a Good Reason to Open Your Envelope This applies to ALL forms of direct marketing. Almost all forms involve more than one step — whether the first step is opening the envelope, responding to a print ad, or clicking on a Facebook ad. Be sure that you’re gi