As the digital version of direct marketing*, e-marketing is measured by one yardstick only: return on investment. Copywriters who have survived in this do-or-die arena for any length of time are the best bet money can buy.
Grahame has helped agency clients win more awards for direct marketing than for any other medium, with campaigns for over 35 industries throughout Canada and the U.S.
Writers unaware of the difference between direct marketing and admail can take you places you don't want to go. There's nothing wrong with advertising my email or traditional mail, but if you want to sell product, there are better ways to do it.
Grahame practices what he preaches: advertising to generate awareness, direct marketing – online or off – to generate sales.
Grahame's career has hinged on measurable results more times than he cares to remember. From personalized direct marketing (American Express, Bell Canada) to mass-market promotion (Coca-Cola, Ford Motor Company) his agency years have produced a writer who thrives on the challenge of measurable results.
Today, it's subjects that boost open rates, headlines that build interest, threads that get read and clicks that close deals.
Before presenting any copy to you, here's the test Grahame puts it through. "If the ability to put food on the table for my own family tonight depended on the success of this copy, what would I change? Until the answer is Nothing!, I still have work to do."