The direct response business is like that computer from the movie 2001, A Space Odyssey...
it keeps learning, on its own.
And that is pretty responsive, don't ya think? Too often, the world at large looks at business as a faceless machine.
A far away mechanism run by no one in particular...
except for the CEO that occasionally gets pinched and we see him or her on CNN with the raincoat over the handcuffs.
But the direct response side of business is taking on more and more of a real fingerprint.
That's all happening because more and more copywriters are finding that the one thing typically needed in their direct response copy is THEM.
Their feelings.
Their blemishes.
Their humor and their fear of the unknown.
And business is catching up as more and more direct response work is being allowed to show a human face.
More and more businesses have come to the conclusion that the glass and steel images need to be replaced by caring and feelings.
(Notice that you're seeing more of a return to green advertising these days?) No where is this more possible than with expertly written sales letters and autoresponder messages that can be sent out by websites all around the world.
The great sales letters take it all on in one big gulp, while the autoresponders (those emails you get after you opt-in to a website) do it over time and take one unique piece of humanity at a time.
If anything, there is a real lack of understanding of those attempting to do business on the net of just how powerful it is to get a response when it is EARNED.
The direct response business is no longer the ugly cousin to traditional television, radio and print advertising.
If anything, it is taking the lead, and leading by example.