Direct Response
Copywriter Blog
Behind the Scenes: Dogster Direct Mail Control

I looked at my phone perplexed.
I was being hired to write a direct mail customer acquisition pack age for a dog magazine, and I couldn't mention Jack Russell Terriers … Bernese Mountain Dogs … or Australian Shepherds.
"People like mutts," the client said, "except don't use the word ‘mutts.' We call them ‘mixed breeds.'"
I looked down at my snoring Basset Hound.
"Anything else?" I asked.
"Yeah. Don't show dogs on leashes. (We prefer harnesses.) Don't mention the humane society. (Bad. Bad.) And there is a trend away from dogs without snouts."
I picked up my Shih Tzu and held her close.
"I look forward to creating a big winner for you guys," I said.
That was several months ago.
Just a few days ago I learned that my package (with a snoutless bulldog on the outer) was pulling an astounding 7%!