My Photo

October 2012

Sun Mon Tue Wed Thu Fri Sat
  1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31      


  • Syndicate "On Copywriting" on your blog or web site.


« What Is the Whole Truth? | Main | Winner #6 - Terry Dean »

March 03, 2007



Dan Kennedy says similar, your direct response marketing in effect becomes your brand marketing.

I've never gotten any "brand" advertising from Kennedy, everything is direct response. Yet I can spot anything his company puts out a mile away which is kinda the point of brand advertising.

2 birds. 1 stone.

Ali Manson

Hi Ryan,

This has been a bone of contention with me for a LONG time.

The hardcore of the two sects seem to think they are both mutually exclusive elements of marketing, when in reality, NOTHING could be further from the truth.

Every single thing your company does relates to your brand. Your tone of voice, your look, your message. How aggressively you market yourself. It's ALL branding in my eyes...

Just because it doesn't ask for a definitive action from the prospect doesn't render a piece pointless. Far from it.

Relationships. Good marketing is about forging relationships with people, and good branding makes perfect sense in the battle to market yourself effectively...


Ryan Healy

Thanks for the ping, Terry. And thanks for the comments Kyle and Ali.

I first heard this view from Dan Kennedy, as Kyle mentioned.

Go check out Terry's post too. He tells an interesting story about a woman who purchased even though she felt the sales letter was insufficient.

John A. Manley

Hi Ryan,

All good points.

I heard something Kennedy said that really clicked about branding as a _by-product_ of direct-response.

It was to the effect of, if you don't have a meaningful message but you have branding, then the branding reflects NOTHING. Which is the case with most brands. There's nothing there.

While if the branding serves to remind people of the message they've come to associate with your business or product, then you have something.


Scott P. DeMenter

Finally, someone gets the link between branding and direct response. Old-time direct marketers don't seem to realize that every company has a brand, whether they manage it or not. And while, yes, sales/response is key, they need to be aware of how their marketing affects that brand identity so short term sales aren't made at the expense of long-term success.

The comments to this entry are closed.

5 FREE Copywriting Gifts

Copywriting Resources

  • Scientific Advertising MP3
    Scientific Advertising MP3 audio book recorded in 21 separate chapters. Click to learn more.
  • Get Copy from Ryan Healy
    Direct response sales letters, ads, opt-in pages, and autoresponder emails. Click to learn more.
  • How to Get Clients Fast
    Struggling to start your freelance career? Discover how to get your first copywriting client in 14 days or less. Click to learn more.
Blog powered by Typepad
Member since 05/2004