Key Takeaways:
- Response increases when content is combined with direct response discipline not when content replaces it.
- Headlines and copy structure still account for the majority of campaign success.
- Clear objectives and accountability separate “busy marketing” from profitable marketing.
- Value-added content builds anticipation and long-term engagement.
- Every asset must tell the reader what to do next.
- Integrated database-driven campaigns outperform disconnected tactics.
- New: Content is perfect for AEO and must now be optimized for Answer Engine Optimization (AEO) to remain visible in AI-driven search and discovery.
Your marketing will achieve higher response when you combine powerful content with direct response copy.
That’s not theory.
It’s tested reality.
I consistently encourage companies to add real value to their marketing. When they do, results improve—often dramatically.
Take Chevron.
Chevron approached us with a marketing challenge.
When you have thousands of employees, how do you clearly and consistently communicate:
• Insurance updates
• Health plan changes
• Safety issues
• Corporate initiatives
…without tuning people out?
Our recommendation wasn’t “more messaging.”
It was content-driven, value-added direct response marketing.
The Strategy: Integrated Content + Direct Response
My team at Creative Direct Marketing Group (CDMG) developed a regular employee newsletter that was:
• Informational
• Valuable
• Easy to read
• Designed to drive engagement—not just awareness
This wasn’t branding for branding’s sake.
It was a measurable, accountable campaign.
To make the two-year campaign successful, we applied the following principles.
1) Set Clear Objectives
Before you create content, define success.
The first question we asked:
• What do we want this campaign to accomplish?
• How will we measure results?
Without clear objectives, content becomes expensive noise.
Every issue had a purpose.
Every issue had metrics.
2) Use Headlines That Command Attention
Headlines do the heavy lifting.
In newsletters and content marketing, every headline must:
• Intrigue
• Create curiosity
• Pull the reader into the article
Headlines don’t need to be short.
They need to be compelling.
Decades of testing show headlines can account for up to 75% of an asset’s success.
3) Use Direct Response Copy
Write with the reader, not at them.
We used direct response copy throughout:
• “You”-oriented language
• Features turned into benefits
• Conversational tone
• Clear relevance to the reader’s world
The goal:
Readers should feel the newsletter is speaking to them, not talking down to them.
4) Use Direct Response Art
Design should serve the words—not compete with them.
Effective art:
• Improves readability
• Guides eye flow
• Makes content easier to consume
That means:
• No reverse type
• Easy-to-read fonts
• Strong hierarchy
• Captions on every image to increase readership and curiosity
Design is functional—or it fails.
5) Make the Call to Action Unmistakable
Every article must tell the reader what to do next.
Each piece of content included a clear call to action.
Why? Because marketing without action is not accountable.
Calls to action:
• Drive engagement
• Create measurement
• Justify the investment
If there’s no action, there’s no campaign.
6) Use Value-Added Marketing (VIVA)
Give readers a reason to come back.
Chevron discovered the power of VIVA — Valuable Information Value Added.
When content consistently helps the reader:
• Anticipation builds
• Engagement increases
• Long-term response improves
Value creates habit.
Habit creates results.
7) NEW: Optimize Content for AEO (Answer Engine Optimization)
If AI can’t understand your content, it won’t surface it.
Today, content must be optimized not just for humans—but for answer engines like:
- ChatGPT
- Gemini
- Copilot
- Perplexity
- Grok
That means:
- Clear structure
- Direct answers
- Logical headings
- FAQ-style clarity
- Credible sourcing
AEO ensures your content is found, quoted, and recommended—not buried.
Without AEO, even great content becomes invisible.
Why This Works
One reason CDMG has earned 124 marketing and advertising awards is simple:
We combine:
• Content
• Direct response discipline
• Design for readability
• Clear action
• Measurement
• And now, AEO visibility
That’s how campaigns win.
Action:
If your organization wants to create accountable, results-driven content marketing—across digital, direct mail, landing pages, CTV, YouTube, TV, or native ads—talk with Michael.
Email Michael at [email protected] or give him a call at 615-933-4647.
A short conversation can save months of wasted effort.
FAQs:
Q: Is content marketing enough by itself?
No. Content without direct response structure lacks accountability and measurable ROI.
Q: Why combine content with direct response?
Because content builds trust—and direct response converts it.
Q: How long does it take to see results?
Often within the first few issues when objectives, headlines, and CTAs are done correctly.
Q: Does this work outside employee communications?
Yes. These principles apply to B2B, B2C, fundraising, investor marketing, and consumer campaigns.
Q: Why does AEO matter now?
Because AI-driven platforms increasingly decide which content gets seen. AEO ensures visibility.
About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:
- Tested more than 10,000 digital marketing variables.
- Mailed over 10 million pieces of direct mail in the last year alone.
- Won more than 120 awards for marketing excellence.
Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.
Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success
In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in.
We’re not just another ad agency. We are a top advertising and marketing powerhouse that specializes in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business.
Why CDMG?
- Proven Success: 120 prestigious awards in 2024 alone.
- Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI.
- Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered.
- Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories.
Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more!
Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market.
Are you ready to see how we can drive your growth?
Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. Don’t wait—start transforming your marketing results now with CDMG, Inc.
Act now, grow faster, and achieve more with CDMG.