Portrait of Gary Hennerberg

Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, 'Crack the Customer Mind Code.' He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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Copywriting for the Most of Awareness Levels

Performance Marketing

A fundamental of copywriting is to write to the awareness levels of your prospects. But all too often, the awareness level of prospects is overlooked. … and it’s perhaps the [...]

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Copywriting for the Least of Awareness Levels

Performance Marketing

Meeting your prospective customer where they are may be a cliché to many. However, too often, marketers and copywriters still don’t take into account the prospect’s state of awareness about [...]

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Why Direct Mail Control Packages Fatigue

Performance Marketing

Almost every direct mail control package will fatigue at some point. The question is simply this: why? Today, I offer my insight and perspective about why winning packages slowly fatigue, [...]

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Are Email Autoresponders Becoming Too Aggressive?

Performance Marketing

When is the line crossed between email subject lines — usually in a series of autoresponders — that provoke curiosity and prompt engagement, versus those that become aggressive and look [...]

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Zapping Suggested Videos: The Pesky Gremlins of YouTube

Performance Marketing

If you post videos on your website that are embedded from YouTube, you ought to pay attention to what happens when your video ends. Unless specified otherwise when you uploaded [...]

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Why Do Marketers Ignore Quiet Desperation?

Performance Marketing

Thoreau famously wrote in 1849: “The mass of men lead lives of quiet desperation.” And, it rings true today. You wouldn’t necessarily realize it because most people deal with desperation [...]

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Using Sex for a Sales Breakthrough

Performance Marketing

How does a marketer who sells a utilitarian, and arguably boring product, breakthrough in a multi-million dollar category? At least one secret sauce ingredient to their success: sex.

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How Much Repetition Is Too Much?

Performance Marketing

Recently, I had a conversation with a client and an agency about sales copy. It was the agency staff’s contention there was too much repetition. I disagreed. Which got me [...]

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Does Your Copy Have a ‘Human’ Voice? Or a ‘Copywriter’s’ Voice?

Performance Marketing

The other day I got an email from someone I hadn’t heard from in a while. The subject line was a casual “Hey Gary.” Wow, I thought! I haven’t heard [...]

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Why the Heineken Video Went Viral

Performance Marketing

Why is online content shared? To build one’s social standing? Or develop the sharer’s self-image? Those and related questions were answered last week in “10 Ingredients for Your Video to [...]