- General advertising writers create consumer awareness or brand advertising messages. Frequently, they specialize in writing TV, radio, space or collateral advertising. Often, they cite creative awards as a reflection of the quality of their work.
- Digital advertising writers write for digital media including websites, blogs, email, mobile and social media. These writers may or may not have experience or interest in writing for traditional media.
- Direct response/direct marketing writers create messages that generate measurable response that can be tracked to the individual level — regardless of the type of media used for delivery. They write for digital, broadcast, and print including, but not limited to, direct mail. They are measured by bottom line results generated through direct action whether it's a click, call, mail-in response or visit to a store.
One final piece of advice.
This is shared by another marketing colleague of mine who has learned the following from hiring many writers. Sheila told me to tell you not to choose a writer based on his or her hourly rate. Hourly rates are meaningless. Instead, think of what you are willing to invest in the end result you want to achieve.
Pat Friesen is a direct response writer/creative strategist who writes for direct mail, email, blogs, catalogs, the Web and other direct response media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at 913.341.1211 or Pat@PatFriesen.com.
