A writer’s gotta write – part two

The other day, I picked up one of my three print portfolios, opened it up and took a look.

What a fun blast from the past, looking at print ads, outdoor boards, direct mail pieces and company image brochures that I’ve created through the years.

It got me thinking about how fortunate I’ve been to be able to continue to pursue my passion for creating advertising and marketing communications for such a wide and diverse array of clients.

I literally have hundreds of samples. So many, that I can no longer fit them into three different portfolios. So there are also boxes of print and collateral work, along with award programs, award certificates, DVDs of TV commercials and various videos, CDs of radio spots and other reminders that I sure have written a boatload of communications.

Over the past few months, I’ve had the opportunity to create work for some major brand names that just about everyone in St. Louis and a lot of the world has heard of before. Mix in work for some much smaller clients that are in a variety of industries, along with some pro bono work for a charitable organization that I’ve been involved with for a few years as well as creating the invite and reminders for the annual Ad Club Fall Golf Classic and it’s been a very enjoyable juggling act the past few months.Screenshot 2018-05-16 07.17.13The only thing that doesn’t keep growing is this blog. I’ve put it on the back shelf, along with updating my website with some more current work.

These days, you rarely get print samples – if you get to do any print work at all. So many things transpire in the digital world and I simply don’t bother to update my client list or work samples. Nor do I blog too much about the daily trials and tribulations I go through trying to get work, create work, and then get more work.

Most times, that process simply doesn’t seem interesting enough to merit any mention. The work always does a strong job of delivering the client’s brand personality in a compelling and very focused way and I really should promote it more. But I’m often hesitant to reveal current clients, fearing that some bigger agency will come in and try and swoop it up. And when the day is done and evening rolls around, most times, I’m done with writing for the day and much prefer pursuing my other passion – painting.

That needs its own separate marketing effort, further putting my blogging into a secondary or even tertiary role.

That’s why there simply isn’t a regular flow of blog articles coming out of BloodLines Creative. A writer’s gotta write. Unfortunately, most times, it simply isn’t for this blog.

Thanks for reading anyway!


Does direct mail still work?

Of course it does.

These days, though, if you’re going to invest in printing and postage and the cost to create whatever it is you’re going to create, you better make sure of two things – know who you’re targeting and make sure your message stands outs, gets noticed and acted upon.

It wasn’t all that long ago that direct mail still garnered a good portion of advertising budgets. Email was stealing some of its thunder but your mailbox would still be filled with flyers and coupons and catalogs.

Today, you still get the occasional flyer and coupon offers but catalogs now live online. It’s a real rarity when someone actually sends you a letter.

Would you open a hand-written, self-addressed letter if you didn’t know who wrote it? I probably would simply because I never receive hand-written self-addressed envelopes.

Junk mail is still junk mail. It’s easily glanced over and quickly finds its way into the trash.

Send me a dimensional mailer and I’ll probably open it. Send me something in a box with a creative lure to draw me inside and my curiosity will get me to open the box and if the offer is targeted enough, I’ll act.

I write all this because I’m currently working on two different direct mail projects – both are targeting very specific individuals. Both have very attention-getting concepts that lure the recipient into opening and then compelling copy that tells the story and an offer attached that will allow us to measure the effectiveness of the piece.

Both will cost more than your traditional flyer or postcard but in the end, I believe the return will justify the investment.

Does direct mail still work?

Like I said in the beginning, “Of course it does.”

Particularly, if you have the right person working on it.

Call me. Better yet, send me a hand-written letter asking for help.

I’ll be quick to respond.