BizSugar.com › Direct Marketing › Five Questions for Direct Mail Copywriters

In his DMA 07 Conference and Exhibition presentation, “Running Red Lights: The Keys To Creating Dazzling Direct Mail,” Steve Penn, CEO and executive creative director of Penn Garritano Direct Response Marketing, said he likes to think of the direct mail package as a touchpoint for the entire brand experience. Copywriters always should “tell a story — even in today's text-messaged, sound-bitten world,” says Penn. To tell that story, he recommends direct mailers ask themselves the following five questions: