DIRECT MAIL COPYWRITER
Direct Response Copywriter | Performance Creative Strategist | Conversion Copywriter (They keep changing my title!)
I'm the guy who writes the thing that drives people crazy for your stuff.
Worst case? You get a free audit. Best case? I create the most successful conversion copy in your history.
JOSH'S HISTORIC COPY
The Most Successful Direct Mail in Meredith's History!
"Your More direct mail package indexed 200, doubling response. That doesn’t happen too often in magazine history and is the first time it's happened at Meredith."
Ellen de Lathouder
VP Creative Services
Meredith Corporation
The Most Successful Direct Mail in Meredith's History!
"Your More direct mail package indexed 200, doubling response. That doesn’t happen too often in magazine history and is the first time it's happened at Meredith."
Ellen de Lathouder
VP Creative Services
Meredith Corporation
The Most Successful Direct Mail in Meredith's History!
"Your More direct mail package indexed 200, doubling response. That doesn’t happen too often in magazine history and is the first time it's happened at Meredith."
Ellen de Lathouder
VP Creative Services
Meredith Corporation
THE 3 ESSENTIAL INGREDIENTS FOR DIRECT RESPONSE TO WORK
For direct response to work, you need to park your posterior on a sturdy, three-legged stool.
Leg 1: You need a great, compelling offer that will motivate your audience to action.
Leg 2: You need qualified buyers — people who have a genuine affinity for what you have to sell.
Leg 3: You need creative (copy and design) that is easily digestible to your audience and presents your features and benefits, your unique selling proposition, your offer … clearly and compellingly.
If any of your stool legs are wobbly, you'll topple over.
Let’s say you are selling a new bamboo fishing rod. If you send a great offer to people whose only interest in fish is spreading lox on their bagel, you'll get a tepid response. Similarly, if you send a lousy offer to qualified buyers — in this case, people who love to fish — you’ll still get bupkis. Your offer needs to be (Oh, wow!) compelling AND it needs to go to qualified buyers. THERE ARE NO OTHER CHOICES!
But there is one other way to screw up. The third leg is your creative presentation. (That's what I do for a living.) Your copy and design needs to convey your message clearly and with a little pizzazz in a format that resonates with your tribe.
The other day I read these words from one of the geniuses over at Joanna Wiebe’s shop, CopyHackers. His name is Samual J. Woods. He is smarter than your average bear. Sam wrote … “Even though your funnel exists on ads, emails, articles, landing pages, sales pages, video, webinars, or VSLs, you’re funnel doesn’t convert because of the Mechanics. Your funnel converts because of who it’s for (your Perfect Profile), what you’re offering (the Irresistible Offer), and how you communicate everything (your various Messages). And your Messages determine the Mechanics.” Sound familiar? Sam clearly clicked his heels together three times, descended into an Egyptian pyramid, moved aside giant blocks of stone, translated the hieroglyphics, and discovered .... Josh’s Rule of the Three-Legged Stool. Turns out, it's ancient and universal. What works in direct mail also applies throughout the world of performance marketing. You have to send compelling offers to qualified buyers ... clearly. End of discussion.
Josh's Conversion Copy Capabilities
Which Deliverable Can I Create For You?
WHY MAIL A SERIES TO MEDICARE PROSPECTS? The only thing Medicare prospects have in common is their age. Beyond turning 65, there’s no single message, format, or appeal that motivates everyone. Some respond to education. Others to urgency. Others to reassurance or a compelling offer. That’s why the strongest Medicare direct mail programs typically rely on a series of distinctly different packages designed to motivate different people—not simply repeated versions of the same mailing.
WHY ARE SO MANY DIRECT MAIL CAMPAIGNS TODAY POSTCARDS? Economics. Rising postage and production costs have pushed many marketers toward postcards because they reduce upfront expense. That’s a rational decision—but not always the most profitable one. In fact, in my career most of the time spending more on a persuasive letter package produced enough additional response to more than pay for itself. Smart marketers don’t optimize for production cost. They optimize for return on investment.
DON’T REPEAT YOURSELF.” Hogwash. One of the biggest misconceptions about direct mail is that every component of a package should say something different. In reality, the opposite is often true. Your strongest offer and your most compelling unique selling proposition should echo throughout the package—on the outer envelope, in the headline, in the letter, in the brochure, on the lift note, and again on the reply device. Why? Because you never know which piece your prospect will read first, or whether they’ll read them all. Direct mail isn’t a subtle form of advertising. It’s a persuasive argument. The strongest arguments reinforce their central point again and again until it sticks.
I HAVE OUTSIDE AGENCIES. AN IN-HOUSE CREATIVE TEAM. THEY ALL USE AI. EVERYTHING I GET LOOKS AND SOUNDS THE SAME.” I hear some version of this with surprising frequency. Good agencies have talented people, but they also have processes, branding guidelines, approval chains, and now AI—all of which can pull creative work toward the middle. Years ago, graphic designer David Wise and I could often spot an agency package the moment it hit the mailbox. It was polished. Professional. And somehow… anonymous. At its best, direct mail creates the illusion of one person writing to another. Whether the tone is warm, urgent, reassuring, authoritative, or even official, it should feel like a real human being is speaking directly to one prospect with something worth saying. That’s difficult to achieve when every sentence has been averaged, softened, and polished until it sounds like everything else. The goal isn’t to reject AI. It’s to make sure the finished work still has human fingerprints—the judgment, empathy, and originality that motivate people to stop, read, and respond. ...
Anatomy of a Control INSIDE DIRECT MAIL INSIDE DIRECT MAIL profiled a 5-year control for THE NEW YORK REVIEW OF BOOKS by freelancer, Josh Manheimer. Rather than trying to appeal to everyone, the mailing deliberately positioned The New York Review of Books as a publication for people who take pride in thinking. Every element—from the outer envelope to the letter and brochure—reinforced that identity. The package’s genius was its use of reverse psychology and gentle sarcasm. The famous response stickers invited readers to declare, “Yes! I’m an intellectual and proud of it.” Or, if not, “Give my three free issues to someone who does.” The offer became less about a free trial and more about how prospects saw themselves. “The whole tone of the package is a nice mix of sarcasm and empathy. It brings the reader into the joke.” The letter never sold individual articles. Instead, it sold membership in an ongoing conversation among serious writers and thinkers. By making readers feel they belonged to an exclusive intellectual community, the package became one of the magazine’s most durable controls.
Direct Response Creative
Performance Strategist
May I Transform Your Brilliant Vision Into a Dynamic Message Your Market Can’t Ignore?
For the VP of CREATIVE SERVICES in you
For the START-UP VISIONARY in you
For the D2C HEALTH PUBLISHER in you
MASTER THE ART OF WRITTEN PERSUASION
Welcome to Josh's
DMU
Direct Mail University
Need inspiration? Thumb through my legendary direct mail campaigns and learn how I beat controls.
Before Josh
To paraphrase Thomas Hobbes, “The life of a growth marketer can be solitary, nasty, brutish, and short.”
After Josh
"We were astonished when your copy pulled 72% better. I had not thought such an increase was possible." Rob Dubin, Publisher, Sailing Quarerly
“Josh, I’ve used your letter with our current donors and… this is the best response rate we’ve received!”
“The more aggressive version of the letter (yours) did better. No surprises there. But what WAS surprising is that it outperformed my version by nearly 50 basis points. Not bad for a 1st campaign!”
"Your NOMINATION package for STATEHOOD QUARTERS is one of the best performing packages we have had. I’m a great fan and admirer of your work."
"The BurnCage has been doing rather nicely often makes our top 10 in weekly sales with the advertorial “Call 911!” ad (and variations) getting the most response…"
Messaging Strategy
Direct Response
You'll find examples of Josh’s creative and messaging strategy in MILLION DOLLAR MAILINGS, WHO'S MAILING WHAT, INSIDE DIRECT MAIL, and THE WORLD'S GREATEST DIRECT MAIL SALES LETTERS.
“Not sure if anyone’s mailing these days. And I’m really not sure anyone’s posting 10% response rates. Anyone, that is, but MaryJanesFarm!” Greg King Senior V.P. Circulation Belvoir
John Carlton, Clayton Makepeace, Dan Kennedy, Joanna Wiebe … (huh?) Josh Manheimer?
Copy Mentor
I bought John Carlton’s Kiss Ass Copywriting course way back in 2003 for $1,495.
I bought AWAI’s course in 2005 for $495. I then bought AWAI’s Master Program for $795.
I bought Clayton Makepeace’s Quick Start Copywriting course for $795 (now it’s $1,295.
I went to Titans of Direct Response event several years ago, and spent a small fortune to be there … and the DVD’s to the event still sell for $2,000 even today
I was Dan Kennedy’s NO BS Adviser to Birmingham, AL … which cost me $14,000.
None of this includes every possible copywriting resource I have on hand, both analog and digital.
“My point, Josh, is that of all the resources I have on hand … dude … I constantly find myself bypassing all of them for your work. That, in my mind, is pretty remarkable.”
—Aaron Crocker, expert direct response copywriter
" If you want to witness brilliance... " …go to Josh’s website and read every single word of every single page. Then save the pages to your computer and repeat the exercise again next week. Then the week after. Continue doing this week after week. In just a few months of this routine, you’ll have gained more copywriting insight than sitting down with Gene Schwartz himself. That Josh dude is a monster. And there’s a ton you can pick up from his samples on his website."
"The best storytelling copywriter in America …" "I am NOT the greatest storytelling copywriter in America. That title belongs to … Josh Manheimer. This guy doesn’t just beat controls, he bludgeons them to death with 100%, 200%, even 300% victories." Richard Armstrong (probably the best storytelling copywriter in America)
Direct marketers have always known that fresh creative is the key to improving results. Traditionally, that meant bringing in an outside copywriter or agency to beat the control. A fresh set of eyes. A different strategic angle. A new voice. There’s only so much an in-house creative team can do before they go cross-eyed staring at the same problem day after day. Today, however, I see many organizations expecting their internal teams to generate an endless stream of new hooks, fresh concepts, and breakthrough ideas—often with AI as the accelerator. That strikes me as unrealistic. Creative isn’t an assembly line. The more everyone reads the same briefs, attends the same meetings, and lives inside the same brand guidelines, the more likely they are to arrive at the same solutions. Sometimes the most valuable thing an outsider brings isn’t better writing—it’s a different way of seeing the problem
Here, HEALTHY DIRECTIONS asked me to take on one of their flagship products, Dr. Sinatra’s Omega Q10 vitamin supplement, and bring new thinking. So it was a delight to hear back from the Marketing Manager after I made suggestions that were out of the box. “Hey Josh! I just got off the phone with Legal. She’s OK with the story! Thank you for forcing us to think differently. I gotta tell you, I was shocked by her willingness to give this a try, but I was equally thrilled that we’re able to try something new. Thanks again! -Gail And then later … “I just wanted to let you know that your Dr. Sinatra package is doing very well … with an average order that’s much higher than what we typically see. Thank you again for all of the hard work and effort you poured into this piece. It appears to be paying off in a major way! Just thought I’d make your day! Best, Gail”
Guess the Product
(Here’s my positioning.)
Your Questions Answered
What makes direct mail and long-form direct response copy still work in 2026?
Direct mail and long-form conversion copy work because they grab attention by creating a one-to-one relationship with your tribe. Unlike a banner ad or social scroll, a sales letter--when crafted correctly--forces a personal, linear experience. The reader slows down, allowing the copywriter to frame the problem, build belief, anticipate objections, introduce proof, and present the offer in a compelling way. That sequence drives response. No matter whether you are selling insurance, health, financial services, membership, enthusiast markets — response depends on clarity, credibility, and a great offer. Long-form copy gives you the chance to weave together the threads so they conspire (and create the magic) that triggers action. Interestingly, a copywriter's skills transfer easily from old school direct mail to new school Instagram carousels. It's the same old Art of Persuasion, repackaged for today's attention span -- from Stone Tablet to Apple iPhone.
Wait! What the heck is a direct mail copywriter, anyway?
A direct mail copywriter is a professional writer who specializes in crafting persuasive marketing materials designed to be sent directly to a target audience through the mail. The goal is to generate a response—usually a sale, a donation, a subscription, or a lead. Unlike general advertising copywriters, direct mail copywriters are response-driven. That means they write with a specific action in mind and measure success by how many people take that action. What a Direct Mail Copywriter Writes: Sales letters (the long-form kind that comes in an envelope) Postcards Self-mailers Catalog copy Insert mailers and envelope teasers Response devices (order forms, reply cards) Follow-up sequences What Makes This Role Different: Measurement: Every campaign has a clear ROI. You know how well it worked by the response rate. Testing: Small changes (like a headline or call to action) are tested to see what improves results. List targeting: The message must match the audience, often segmented by past behavior, income, geography, etc. Offers: Direct mail copywriters understand how to structure and position irresistible offers. Industries That Use Direct Mail Copywriters: Insurance Health and wellness Financial services Publishing and subscriptions Nonprofits and fundraising Membership and affinity programs Consumer products (especially high-ticket or recurring offers) In short, a direct mail copywriter doesn’t just write to sound good—they write to get results in the mailbox.
Are you really a famous direct mail copywriter?
Let's just say I'm pretty good at my day job. You'll find my work featured in MILLION DOLLAR MAILINGS, WHO'S MAILING WHAT, INSIDE DIRECT MAIL, and THE WORLD'S GREATEST DIRECT MAIL SALES LETTERS (four times). I've created the most successful direct mail campaign in the history of Rodale Press. The most successful in the history of the Meredith Corporation. And huge, historical winners for The Danbury Mint and Time-Life (OxMoor House). I've had an 11-year control for THE NATIONAL FIRE PROTECTION ASSOCIATION. A ten-year control for WRITER'S DIGEST. An eight-year control for SOUTHERN LIVING. And a five-year control for THE NY REVIEW OF BOOKS. My control for THE ASIAN WALL STREET JOURNAL quadrupled response and -- it was written in Chinese! My sales letter for CONSUMER REPORTS rolled out to 40 million people, and my winning effort for BETTER HOMES AND GARDENS would mail to every household in the country. It's not unusual for me to get love letters like this from my professional colleagues: If you want to witness brilliance, go to Josh's website and read every single word of every single page. Then save the pages to your computer and repeat the exercise again next week. Then the week after. Continue doing this week after week. In just a few months of this routine, you'll have gained more copywriting insight than sitting down with Gene Schwartz himself. That Josh dude is a monster. And there's a ton you can pick up from his samples on his website. —K.G. (Facebook)
But I already have a creative team. Why add you?
Because a fresh perspective from a proven, old school, direct response copywriter can energize your folks with fresh ideas ... offer new ways of presenting old features and benefits ... supply innovative nuances to how you phrase your offer and guarantee ... create captivating voices (demanding to be heard) who really speak to your audience ... ... which all conspire to help widen the columns on your spreadsheets with big response breakthroughs.
What makes you think you can beat our control?
I've gone up against the best copywriters in the world—and beaten them. How? By getting your audience to nod their heads in agreement and trust what you have to say. By tapping into their desires, their fears, and their sense of urgency to drive action now. By crafting great stories to capture attention. Powerful features and benefits to trigger their engagement. Iron-clad guarantees to reassure those who are hesitant. Compelling offers to motivate qualified buyers to say, “YES!” now. These universal truths of direct marketing work in print and online.
Why hire a freelancer?
I'm portable. I offer you the flexibility to scale your team as needed. It's not easy to sell the same thing over and over. I've been privileged to work across many verticals in my career and I'm struck by how good ideas cross-pollinate.
Do you play well with others?
It's not unusual for my copywriter colleagues to discover my work, steal everything on my website, and then post on Facebook where the gold is hidden ... " If you want to witness brilliance, go to Josh's website and read every single word of every single page. Then save the pages to your computer and repeat the exercise again next week. Then the week after. Continue doing this week after week. In just a few months of this routine, you'll have gained more copywriting insight than sitting down with Gene Schwartz himself. That Josh dude is a monster. And there's a ton you can pick up from his samples on his website. " --K.G.
What’s your secret formula?
No secret. Hard work. I started my copywriting career when mailboxes were bursting with brilliant sales letters by the best freelance copywriters in the world. I would climb into the dumpster behind my post office, drag home garbage bags of direct mail, and study how the great copywriters and designers teamed up to craft their elaborate mail packages. Almost everything you see today on the web found an earlier form in print.
Do you provide graphic design?
I can. I will work with your in-house design team, if you have one, or partner with the rock star, freelance, direct response graphic designers. I'm a creative Stop-and-Shop.
How do you charge for your freelance copywriting services?
For large, easily definable projects where I go off and do my thing, we can establish a set fee--half up front. If, however, you want to throw a dozen of your most challenging conversion headaches at me, some clients have found it more convenient to pay me monthly so I thoroughly understand their business and can then tackle problems as they arise. I'm easy and flexible. Got a different plan in mind that works for you and your accounting department? Let's chat.
Who hires direct mail copywriters in this digital age?
Turns out my old school copywriting skills are not only transferable to the digital world, but give me a perspective (and an edge) that is hard to replicate -- thank goodess! As a result I hear from ... S uper smart founders, entrepreneurs, artists, mad scientists ... with brilliant ideas who ask me to help put their feverish ideas on paper and articulate their messaging -- clearly and compellingly. Savvy performance marketers who know testing fresh creative from the best copywriters in the world is the fastest way to get big, historic wins. Agencies and printer's (with In-house agencies) often ask me to fill in when they look around and realize they have gaps in their skill set.