Letters to the Editor

A HIT AND A MISS?

Thanks for Ray Schultz’s thoughtful column (Direct Hit, May). Copywriting is my background. I learned from a seasoned pro who retired wealthy and at a young age because of his DM beliefs (which are very close to Ray’s).

Under his tutelage I learned the amazing ability to sell, be direct and make response methods easy. This philosophy leads my new agency, and clients find it refreshing.

While selling is a huge part of this philosophy, I can’t help but wonder if Tom Collins missed a beat with the May issue’s Makeover Maven. I agree that many branded ads are way off target. But Mr. Collins uses what I would call an outdated “cinder block” approach. If you consider the publishing medium and the seconds you need to sell, his new version [of Keep a Child Alive’s ad] is busy and almost a chore to read. It likely would get lost and glanced over.

Yes, the original is lacking a good pitch. But does [the makeover] have to revert to the style of vintage ads — long, long, long copy — in a time-starved world?

For the clients paying my bills, I’d say that would be a hard sell.

Joe Doyle
Partner/Creative Director
Stalelife Studios
Austin, TX