Multichannel Copywriting

Headshot of Gary Hennerberg

The principles and foundation of direct marketing copywriting are timeless. But the copywriting styles used to market the same offer across various media aren’t always the same.

While the tactics differ, one principle is constant: At the moment your prospective customer is consuming your message, you need to build motivation to take action now.

To illustrate differences between vehicles, let’s examine how the Digital Learning Alliance, a nonprofit dedicated to improving economic growth by advocating for personalized education through the use of digital learning technologies, used multiple vehicles to reach technology companies. DLA has a list of educational issues that dozens of state legislators in about 35 states are attempting to solve through legislation and funding of initiatives.

Digital learning technology companies, who have created the technology to solve these issues, often don’t have access to legislators, let alone an ability to track bills in states or know of RFPs in 50 individual states.

These digital learning technology company CEOs and senior executives are difficult to reach. To get the executives’ attention, multiple vehicles were used with the same core message, but in different copywriting styles.

As is often true for any marketer, the messaging challenge for DLA was taking a complex concept and explaining it in easy-to-understand messaging. The readers had to quickly know there was something in the copy that was worth their time to read and consume.

Then there is the fact there are multiple audiences. In the launch, the people most likely to get to the website were legislators and industry executives. Eventually, DLA will expand the message to attract educators, parents and students.

The site ( includes landing pages with both long and short copy, but most importantly, it includes videos, charts and graphs to tell the story. It numbers many of the paragraphs to help readers keep on pace and know where they are in the message. Subheads help to cluster thoughts. It is a continuous flow of information that unfolds across several pages.

Direct mail was sent to a highly targeted list of executives. The letter was three pages, and included a chart of 30 issues that legislators are seeking to solve. The letters were sent using USPS Priority Mail, and included personally written Post-it Notes as additional calls to action for attention. Telephone calls were made as a follow-up to get appointments for an online presentation.

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, 'Crack the Customer Mind Code.' He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

Publish date: December 1, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT