|
|
Direct Response Creative & Copy
For twenty two years, more than 90% of his direct mail packages, catalogs and response ads created for clients have been profitable in both Business-to-Business as well as Consumer markets. Unlike most agency creative where principals ‘pass along’ client assignments to others, Dick personally creates all client concepts, copy, package formats and production specifications as well as supervises art direction and graphics to control reader eyeflow. Over the years, Dick has beaten control packages developed by major direct marketing agencies like OgilvyOne and Wunderman Cato Johnson by 50% to 140%+ in A-B split run tests for Fortune 500’s like American Express and AT&T. In some instances, Dick’s new “Control Packages” have rolled out for years before being beaten: a key reason his creative and copy have produced revenue increases of more than 11 billion dollars for his clients. In 1984, Dick’s Creative and Copy for AT&T’s first competitive telephone catalog proved “Roll-Out” profitable in Year 1 instead of the industry’s standard Year 3. In 1999, he won an “Echo Award” (The Direct Marketing Association’s “Oscar” for creative excellence) as well as the prestigious Southstar Award from DMA Atlanta for Entergy, Inc (a multi-billion dollar public utility preparing for de-regulation) where his creative work generated a 21.8% response rate, five times higher than Entergy’s previous response high of 4%. Whether he’s writing about intangible services, software, telephones, computers, vitamins, pharmaceuticals, or products like toys, books or clothing, Dick’s ability to develop and persuasively express each client’s Unique Selling Proposition has always ranked among the most profitable in today’s 1-to-1, Permission and CRM marketplaces. Creative Fees include Situation Analysis, all meetings, development of a USP as well as Concept and Creative platforms, all copy from draft to final, graphic formats to pencil roughs as well as supervision of assigned Art Directors (selected either by Dick or the client.) Fees vary both by type of format and response medium being used: in direct mail by type of package… envelope, self-mailer, catalog or insert; on the Internet by type of E-Mail or Website pages; with response ads in magazines or newspapers by format… single pages, spreads, fractional pages or multi-page inserts; TV or film by duration of spot and whether Studio or location shoots. Website Creative and E-Mail copy/formats are quoted on a custom basis. (All other Fees are detailed on page 3 of Shaver Direct’s Schedule of Fees - please request by e-mail). |