Professional Direct Mail Copywriting from One of America’s Most Successful
Direct Mail Copywriters

There’s a chance you’ve read Gary Hennerberg’s direct mail copywriting and you didn’t know it. Appearing in millions of the mailboxes, magazines and websites, as a direct mail copywriter his work reaches a wide audience because of his proven ability to increase response.

 

Whether you are a consumer or a b2b direct marketer, he has increased response through his use of proven formulas and techniques for copywriting. Hennerberg is on the faculty for the American Writers and Artists (AWAI) Copywriter Bootcamp and Web Copywriting Intensive, where he is consistently rated as one of the most popular and best speakers at this event. He has been an online instructor for AWAI where he teaches aspiring copywriters.

 

His participation at AWAI Copywriter Bootcamps has enabled Hennerberg to meet some of the most well known and successful direct mail copywriters in the world. By listening to other successful copywriters, Hennerberg has been able to glean formulas, tips, and insights into what differentiates average copywriting from a blockbuster.

 

Hennerberg uses a variety of formulas and philosophies as he creates a letter. Among them:

• He begins with the market and ends with the product … where the person’s mind is, what they are thinking and feeling.

• He thinks through the most likely dominant emotion being felt by his reader before he begins writing.

• A letter must be able to stand on all 4 legs of a 4 legged stool. There must be 1) a big idea, 2) promise, 3) credibility and
  4) proven track record.

• The 4 U’s are excellent for headline building. The headline must convey that the product or service is: 1) Useful, 2) Unique, 3) have Urgency, and 4) be Ultra-specific.

• The “Power of One” can make for great headlines: one big idea, one core emotion, or one thing at a time.

• Most successful headline lead types feature an offer or promise, problem and solution, invitation, a story that begins in the middle, shares a secret, or makes a prediction.

• C.U.B.A. review, after copy is written, look for copy that is Confusing,
  Unbelievable, Boring, or Awkward.

 

Hennerberg is a believer in using Peer Review systems where he has a handful of selected direct mail copywriters who critique his work before sharing it with a client. Doing this insures that the copy has passed the test of review from other copywriters and enhances the probability that the copy he writes for you will be a success.

 

Several of Hennerberg’s direct mail examples can be reviewed on this website.