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- The Art Of Copywriting
“Andy Owen has proved what can be done with direct mail when
exceptional creative work and world-class copywriting is applied.
We have been very pleased with the response rates this year and
have undoubtedly benefited from Andy and his team's vast direct
ANDY HAWKINS, Subscriptions, Circulation & Marketing Manager - Prospect Magazine, London
"Andy Owen raises the skill of writing a direct mail package to an art.
His insights into personal consumer communication is impressive and his experience in the field invaluable. His unparalleled expertise in the medium has contributed to many successful promotions that Lamcy has undertaken in the past.
On this occasion of our winning the ‘Loyalty Programme of the Year’ at the Retail ME Awards, I wish to acknowledge, thank and congratulate Andy on his efforts that made the Lamcy-Air Miles Loyalty Programme a landmark success."
TIM JONES - Chief Operating Officer, Lamcy Plaza, Dubai, UAE
Andy stormed into Cape Town - straight into a vacuum created by the demise of the DMA and their annual conference. Gloves at the ready, and in the tradition of the travelling DM guru, he launched his volleys against wasteful direct marketing and the consequent compromise of clients' budgets, enchanting the audience with his witty demolition of the inept. As a former salesman, Andy earned his colours amid the blood and gore of the battlefield, not in virtual reality, and this added lustre and credibility to his performance. Not surprisingly, he stressed the need for basic training - research, reading the works of the masters - something that the older school of copywriters took for granted and a necessary apprenticeship that today's copywriters disdain. Some people commented that some of his examples were "old-fashioned" - and that proved to me, precisely, that they, again, had missed the point and that Andy has scored again. Good direct marketing is timeless. A great beginners' overview but also solid affirmation for old hands. He didn't miss a trick."
PHILIP BATEMAN - Creative Director, Archadi Home Shopping, Cape Town, South Africa
"I first met Andy at a seminar he was conducting: every comment he made had me nodding my head in agreement. Every time he spoke I was struck by his ability to accurately assess the needs of both the reader and the seller: I hired him on the spot.
Andy embodies what a great copywriter should be: a knowledgeable leader in his field, in touch with the public, a pleasure to deal with - and, most importantly, a creator of packages that pull.
His work speaks for itself: but his witty commentary and insightful articles that grace us on a regular basis continue to underline his commitment and understanding of the difference between what makes copy mediocre and truly great.
If I could offer a recommendation, I'd ask you NOT to hire Andy: I like to keep great writers all to myself, please..."
ALEXANDER QUAGLIA - Director, Catalyst Media Inc, Toronto, Canada.
"The art of contemporary copywriting, has now got its own Grand Master…
…once Andy has written a sales letter for you, you will never consider anyone else…Andy's passion and enthusiasm for copywriting was infectious.
When we subsequently hired him and his organisation and saw the quality of his work, we knew why... His talent and expertise created a step change in the quality and effect of our copywriting.
"Andy is an inspirational character. A hugely talented copywriter who certainly opened our eyes to the enormous power of words… rightly adapted and geared to the Middle East consumer"
MOHAMED SAFIEDDINE - Director Of Marketing, Effemex, Saudi Arabia
"I can honestly say I am amazed. You took a promotional approach that was proven and that had been running very successfully for over 8 years and transformed it. Your letter produced our best-ever single performance in 75 years of trading. I wouldn't have believed it if I hadn't seen it for myself."
SCOTT MACKAY, CEO, Richard Mackay & Sons, Edinburgh
"We have taken regular advantage of Andy Owen's superb copywriting skills during the past year and have been delighted with the results. In addition to bringing a freshness of approach and immediacy to our direct marketing and advertising copy, he responds quickly - and without fuss - allowing us to meet what are often seemingly unrealistic deadlines"
IAN FAIRSERVICE - Group Editor and Managing Partner, Motivate Publishing, Dubai
"Andy's simple, structural and personalized style cements the desired message across your target consumers. His creative copywriting has led to the success of major Post-It Notes brand direct mailing campaign."
SAMER KARAMI, General Manager, Stationery & Office Supply Division, 3M Gulf Ltd, Dubai
"Andy's copywriting was a completely new direction for our organisation and our audience. His copy delivered the innovative approach that we needed, as well as a record-breaking response."
AMY RAEBURN, Fundraising Officer, Edinburgh University
"Our recent sales letter was written by Andy Owen and produced £60,000 of business. He certainly knows how to write copy that sells!"
ANDREW HARRIS, Managing Director, Andrew Harris Furniture, Warrington
"Andy combines every positive element of professional copywriting. There are many examples of his work that demonstrate his ability to change the thrust to match the target.
This is a rare capability. His work is versatile, clear and direct; it always opens brightly and quickly gets to the point. He's a consummate copywriting master, a highly effective salesperson."
HERSCHELL GORDON-LEWIS, CEO Lewis Enterprise, USA
" A good man to have on your side. In a business increasingly driven by jargon and waffle, few people understand how to SELL. And if you don't, you're lost.
Andy knows how it's done. And he has another priceless quality. He cares. It's hard to put a value on that ".
DRAYTON BIRD - Chief Executive, The Drayton Bird Partnership, UK
"After 12 years in Direct Marketing world, I have discovered there are only a handful of really good copywriters.
Andy is a master craftsman when it comes to the written word and one hell of a businessman. When you go into bat against the customer, you need Andy at your side."
GEORGE WEBSTER - Creative Director, Morris International, Australia
" Andy's work is top quality. He is a highly skilled and fluent direct mail copywriter. You will find very few individuals around these days with this level of expertise"
JIM ROSENFIELD - C.E.O. Rosenfield Associates, USA
"When I read Andy Owen's letters, I quickly realized why they were so good. I wanted to buy, subscribe, travel, dine and attend everything he wrote about."
MURRAY RAPHEL - CEO Raphel Marketing Inc, USA
"We have used Andy Owen's unrivalled copywriting skills on a number of occasions. His award-winning copywriting and campaign expertise resulted in our company being nominated and ultimately winning a top prestigious marketing award."
NORMAN MARKS - Sales and Marketing Director, Sovereign Finance PLC, UK
"Andy worked closely with us on a recent campaign and I was delighted with his quality input and commitment, especially relating to the letter copy, which was a real challenge. The subsequent mailing was very successful and this, I believe, is a testimony to the high value he can add to any business challenge"
JEZ MOXEY, Chief Executive, Wolverhampton Wanderers Football Club, UK
"Just a short note to say thanks for the "160 Hour Spectacular" letter and getting it together at such short notice. We've now got all the figures in and the results speak for themselves.
Last year for the weeks before and after the Bank Holiday. we achieved a total of £312.7K plus VAT. This year we managed a simply sensational £585.2k plus VAT… an 87% increase!
Comfortably beating my target of £425K - and that was considered wildly optimistic by everyone here.
To achieve such an increase at any time is impressive but to do so when trade is as difficult as it has been this year is really something. We have no doubt that the most significant driving factor was the letter to our customers".
SIMON WATKINS, Director, Bolingbroke & Wenley
"Andy came in - trained the team and responses to mailings quickly climbed!"
MARTIN CASIMIR - Marketing Director, Lexus Nexus, Butterworths, Tolley, UK
"No matter how forboding my e-mail in-box is, I always take time out to read Andy's articles. Punchy, pertinent and provocative, Andy Owen is a true marketing original thinker."
ALEX GIBSON - Presenter, The Persuaders Radio Show, Dublin, Ireland.