Copywriter Direct copywriting doesn't just pull response, it also wins awards. Here are four awards I picked up as the copywriting half of the dynamic Senior Direct Marketing Team at Poulter Partners (Leeds, Yorkshire, UK) - the biggest independent advertising agency outside London.

These are no ordinary copywriting awards. Because they're direct marketing awards, they are judged on original ideas AND response rates. In other words, they are twice as hard to win. The Stones Rugby League ad achieved record-breaking ticket sales. Also, the quirky Yorkshire Electricity tape-in-a-book pulled an impressive 100 per cent response from its target audience of YE employees.

Copywriter, 19 years experience of writing low cost, high impact copy that gets results and wins awards.
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As a specialist direct marketing copywriter, I'm not a great fan of flashy advertising awards.

Why? Because the Number One purpose of any copywriting MUST be to generate sales. If a copywriter wins an award into the bargain, then all well and good. But, for me, SALES always come first.

I don't want my work to be admired because it 'looks nice'; I want people to think "Yes, I MUST buy that product... NOW!!!" My copy is purely a vehicle for generating increased sales, nothing more.

The great thing about the awards on the right is that each was judged on two factors: creativing AND response.

So I'm justifiably proud of them. Especially as they were twice as hard to win!

Copywriting awards won by the copywriter at Copywriter Direct

Direct Marketing Association Award for Innovation - Yorkshire Electricity

A spy theme inspired Yorkshire Electricity's mailer to remind retail staff why its customer service was 'unYEbeatable' when compared to its rival white and brown goods suppliers.

A tape was hidden inside a realistic paperback spy novel - and throughout, the text hints at the unYEbeatable message. The campaign generated an outstanding response of 100 per cent.

Yorkshire Publicity Association Awards - Sharp

Sharp Electronics invited key suppliers to a leading Brown Goods Show with the message: 'Nothing makes sense like a Sharp'.

To reinforce this message, nothing on the mailer makes sense. The pencil has a rubber at both ends, none of the puzzles in the puzzle book work and the Introduction is total gobbledegook. Only when you get to the Conclusion does everything become clear conveying the message that only Sharp makes sense.

Direct Marketing Association Award for Off-the-Page Advertising - Stones / Bass

Stones (part of Bass Breweries) were sponsoring the Rubgy League Premiership.

An advertisement showing a rugby player passing a phone instead of a ball was part of a campaign to persuade fans to buy their Rugby League Premiership Finals tickets by phone. All seats were sold in record time.

Sales Promotion Magazine Gold Award - M&B / Bass

M&B used incentivised direct mail to persuade tenants to buy soft drinks direct from the brewery. A rolled up message concealed inside a can unravelled to reveal the 48 bottles tenants would receive free when they switched suppliers.

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