Comments on: Bob Stone, Direct Mail Legend: In Appreciation http://www.copywritingmaven.com/2007/03/01/bob-stone-direct-mail-legend-in-appreciation/ A copywriter shares tips, techniques, reviews & cranky commentary Sat, 22 Nov 2008 16:10:24 +0000 http://wordpress.org/?v=2.6.3 By: Tom Chandler/Copywriter Underground http://www.copywritingmaven.com/2007/03/01/bob-stone-direct-mail-legend-in-appreciation/#comment-1524 Tom Chandler/Copywriter Underground Tue, 17 Jun 2008 01:01:40 +0000 http://72.34.55.84/~maven07/?p=84#comment-1524 Not only was he a pioneer, but his willingness to put it all down on paper was tremendous help to copywriters looking to improve their B2B direct response work. Today, measurement is taken for granted (in fact, it's unavoidable), but prior to the Internet, damned few agencies or corporate clients were willing to measure the results of corporate work, fearing they'd look bad. I'd sneak off and page through Stone's textbook-like book, finding a few scrap I could use in order to make the most of my campaigns. And when I did find a client willing to test, Stone's book prevented me from reinventing the wheel. <em>Tom Chandler/Copywriter Underground's last blog post..<a href='http://copywriterunderground.com/2008/06/12/for-10hour-you-should-write-perfect-copy-and-lots-of-it/'>For $10/Hour, You Should Write “Perfect” Copy, and Lots Of It</a></em> Not only was he a pioneer, but his willingness to put it all down on paper was tremendous help to copywriters looking to improve their B2B direct response work.

Today, measurement is taken for granted (in fact, it’s unavoidable), but prior to the Internet, damned few agencies or corporate clients were willing to measure the results of corporate work, fearing they’d look bad.

I’d sneak off and page through Stone’s textbook-like book, finding a few scrap I could use in order to make the most of my campaigns.

And when I did find a client willing to test, Stone’s book prevented me from reinventing the wheel.

Tom Chandler/Copywriter Underground’s last blog post..For $10/Hour, You Should Write “Perfect” Copy, and Lots Of It

]]> By: Connie Reece http://www.copywritingmaven.com/2007/03/01/bob-stone-direct-mail-legend-in-appreciation/#comment-93 Connie Reece Fri, 02 Mar 2007 13:25:58 +0000 http://72.34.55.84/~maven07/?p=84#comment-93 Roberta, we must have started down the DM copywriting path about the same time. I also had a Post-it-covered, heavily highlighted and underlined copy of Stone's book on my desk. And I paid for my own membership in the Direct Marketing Association of North Texas. Thanks for bringing back some good memories. Roberta, we must have started down the DM copywriting path about the same time. I also had a Post-it-covered, heavily highlighted and underlined copy of Stone’s book on my desk. And I paid for my own membership in the Direct Marketing Association of North Texas. Thanks for bringing back some good memories.

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