Welcome to the Donor Doctor with your host James Newberry. On today’s show, James interviews Stuart MacLean Direct Mail Copywriting.
Working for Richard
Stuart graduated in 1980, and eventually worked for a couple of political personalities. He shares how fortunate he was to work for Richard Viguerie, the pioneer of political direct mail.
For his first 6 weeks, Stuart was tasked to relate a reading list to samples of every appeal contained in bankers’ boxes. In doing so, he had a copy coach and copywriter assigned to him.
No Easy Feat
It’s not easy being a copywriter. For this, Stuart shares his own experiences. The mind power involved in writing a really good copy can exhaust you physically.
For the first page of a copy, a copywriter makes sure to attract the reader to read on and be interested. By the time he finishes writing, he’d find himself physically tired from doing his best to write well. And, it takes time to write a really good copy.
Dealing with Clients
Stuart discusses some tips in dealing with requests from clients. Some clients may have a lot of changes in mind. For this, it is good to incorporate those changes in the second and third page. As the copywriter, know what to fight for and make sure you provide very good motivators, urgency, and a good ask especially in the first and last page.
To hear the rest of Stuart’s tips and strategies in copywriting, download and listen to Stuart MacLean Direct Mail Copywriting.
If you’re short on time, here are the highlights of Stuart MacLean Direct Mail Copywriting:
Who is Stuart MacLean? (0:25)
Working for Richard Viguerie? (2:06)
Things to know about copywriting? (5:12)
Dealing with clients? (6:25)
The fast response bonus? (8:05)
Stuart’s freelancing experiences? (14:20)
Insights on story teasers? (21:21)
