That would be me, Steve Gerard. And what I do is help direct response advertising get better... well... response. My studio, Gerard Creative Services, is devoted to designing direct response advertising that gets seen, gets read and gets results. I work behind the scenes (to the trade) with ad agencies, marketing consultants, independent copywriters and printing companies to help them present their clients’ products and services in a way that turns prospects into customers and customers into repeat buyers.
And, yes, creating design that does all that really is my life’s work. Always has been. I’ve learned from some of the best in the business how offer, list, copy, graphic design, and psychology can work together to boost response. After more than two decades in the business, I know the direct response rules — and how and when to bend them.
Sadly, many art directors and graphic designers don’t share my passion. They’d rather do branding or image campaigns. Others simply never had anybody to show them how to design great direct response advertising. That’s why so much direct mail never gets opened and the reason so many online sales pages go unclicked.
Bottom line: I love direct response advertising and I’m very good at designing it. Stick around and you will see.