About your writer
Andy Owen is one of the world's most respected direct marketing copywriters. His strategic marketing consultancy, Andy Owen & Associates Ltd www.andyowen.co.uk has over 25 years experience in all areas of contemporary direct marketing.
All copy emanating from the consultancy is written by Andy personally.
Andy has written award-winning copy for clients in all sectors of Industry & Commerce and he has worked in 4 continents.
One of his letters appeared in the best selling book "The World's Greatest Direct Mail Sales Letters" put together by US copywriting guru Herschell Gordon Lewis in 1996.
Here is an extract from one of Andy's recent articles:
Over the past two decades, I have studied the art of direct response copywriting with a passion. I find it absolutely fascinating. And, I continue to study it every day.
I have learnt many things. Here are a few of the most important:
Words that work best in selling copy, tend to be words that make people pay attention and words that stimulate action and purchase.
Words like those on the example page and words that mean the same things, tend to work best. Why they work is simple.
They tend to relate to 3 very important elements…
- They relate to the single most important element that makes copy work and that's BENEFITS.
- They relate to the next most important element, which is NEWS. The best copy tends to contain news of benefits.
- They are, in the main, EMOTIONAL words. Because, in selling copy, when emotional and intellectual words come head to head, emotional words always win. Every time. No exception.
Andy regularly speaks at marketing Conferences and Seminars all over the world and presents Workshops on all aspects of marketing and communication, including Copywriting.
He presented 2 sessions on Copywriting at The DM Show in October 2004 at Earls Court, for the Institute Of Direct Marketing. The picture shows Andy at the show with direct marketing legend Murray Raphel.
He also writes articles for several International marketing and advertising publications, including Admap, Gulf Marketing Review, Direct Response, Direct Marketing Week, Direct Marketing International, Precision Marketing,
Ad Asia and Adline and writes a monthly column for The Chartered Institute Of Marketing in the UK.
Andy was a judge at the recent International Advertising Association (IAA) Middle East Below The Line awards in Dubai.
To find out about Andy Owen click here or as a speaker and presenter click here