I spoke with a client this morning. He said he's looking for a marketing strategist. Someone who can select lists and design direct mail campaigns.
I immediately thought of Dick Benson. When I asked my client to clarify, he mentioned Dick Benson.
I told him I didn't know of anyone like him. So many people are now experts at Adwords, but few are experts at list selection.
This summer I did some list management for a client. It was actually quite complicated. Had to scrub his customer list against the other list. Had to run an address check to reduce "nixies" to a minimum.
Anyway, in the direct mail hierarchy, copywriting is not first. It's third.
As you can see, the list is the #1 most important ingredient in any kind of direct response marketing. But I don't know of anyone specializing in this. There are a lot of copywriters, but few, if any, Dick Bensons.
Why is this specialty less visible... less appreciated? Why aren't there how-to courses on how to become the next Dick Benson? Thoughts to ponder...