Direct Response Copywriter on a Great Winston Churchill Quote

Sir Winston Churchill was many things to many people. He was a Prime Minister, writer, painter, pig farmer, soldier, and orator. And that's just a few of the roles he accepted.

But part of me thinks he was a direct response copywriter. Take a look at this quote.

If you have an important point to make, don't try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time - a tremendous whack.

That's a variation on the old direct response copy plan:

• Tell them what you want to tell them.
• Tell them.
• Tell them what you just told them.

Churchill's point is superb.

There's no need to be clever or subtle with direct response copy. Emphasize the key point (big idea, key benefit, and/or USP) with intense clarity ... that's the pile driver.

Make the point over and over. More than three times.

"A tremendous whack" is some cricket lingo, I believe. I take this to mean getting the message across using every direct response copywriting technique in the book.

Branding copywriters can try to be clever or subtle. But, as a direct response copywriter, I'm following Churchill's advice.

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On a separate note, if you're in New York City, check out The Churchill on East 28th Street. Music in the bar area but Churchill speeches piped into the bathrooms. A must.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.

Direct Response Copywriter on Great Selling ... by a Teenager

The other day, I was walking into my local supermarket. A group of high school students had a table set up. I tried to avoid the table as I knew they were likely selling something like cookies. I was in a hurry and while I often give to all sorts of causes and buy Girl Scout cookies and the like, I wasn't in the mood.

However, the girl at the table came up to me, walked with me, and asked if I had the supermarket's discount card, in this case called a VIC card.

I said yes.

She quickly asked me to link my card to her group, in this case the local high school ROTC.

"It won't cost you a thing and just show this number to the cashier when you check out," she said, handing me a piece of paper.

So, once inside, I linked my VIC card to the number on the piece of paper.

Four quick lessons here.

1. She grabbed my attention by asking a simple question. She likely knew the answer to the question.
2. She stated the offer clearly. The benefit was helping a noble cause.
3. She gave me a clear call to action and TOLD me to take the action.
4. She said it would not cost me anything.

She made the sale.

That, my brothers and sisters, is brilliant marketing and she should be a direct response copywriter.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.

Direct Response Copywriter on AWAI Bootcamp

Just returned from the AWAI Bootcamp and Job Fair. It was my second time attending the event and here are some general thoughts.

• If you're a direct response copywriter, this event is a must. The organizers get excellent and relevant speakers plus the job fair is for real: serious marketers looking for writers.
• I always enjoy hanging with fellow copywriters. We all compete but it's collegial. I finally met some copywriters I've known for a long time but have never met in person.
• There are lots of newcomers at this event and it must be slightly overwhelming. These are newcomers to this business. My advice ... keep plugging away and read everything you can. Start by making your website awesome.
• Beautiful, clear, and even slightly cool Florida weather. I always enjoy visiting Delray Beach. It's a scene. And I saw a Kiss cover band for the first time ... sorry ... tribute band.
• Brian Kurtz was excellent when he was talking about what it takes to work for a big mailer like Boardroom. He was extremely generous with his advice.
• Speakers included some of the "usual suspects" like Bob Bly and Dan Kennedy -- who both brought it -- but I enjoyed hearing from some people who rarely speak ... like Richard Armstrong, a long-time "A" list copywriter who gave the keynote address. He spoke about connecting the copy to the dominant emotions of the potential client or customer.
• Carline Anglade-Cole was inspirational as was Clayton Makepeace.
• It was a treat to hear Herschell Gordon-Lewis who gave a rousing presentation. Afterwards, I had the opportunity to have lunch with Herschell and two fellow copywriters. Herschell also makes horror movies and is known as the "Godfather of Gore." He calls his work "splatter" movies. Thank you to Denise Rich for organizing (and paying for) the impromptu lunch with a true master of direct response copwyriting.
• Met some great potential clients at the job fair and secured some valuable work. I went into the room with a plan and met with 15 potential clients. To me, the job fair is the #1 benefit of the AWAI Bootcamp.
• I entered the Clayton Makepeace spec challenge but did not win. However, I entered the AWAI spec challenge and my lead/headline for bootcamp earned a 'W' plus a $1,000 check. Better than a poke in the eye with a sharp stick!
• Delray Beach has some "flash" restaurants and they're all good (or look good) but my favorite hang out is The Blue Anchor, a local's place.

Overall, it was a great event and I plan to attend next year. Thanks to AWAI for putting this on.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.

Direct Response Copywriter on A Missed Opportunity

Take a look at the copy on the right. It's an email I received trying to persuade me to pay $89.99 for a 90 minute webinar.

The webinar will show writers how to find a literary agent.

Here's the full copy but you're not missing much ... it's not much longer than what you're seeing.

As a direct response copywriter, I believe the copy is a poster child for the need for long-form copy. The people at Writer's Digest believe the copy will get writers to spend the money ... and $89.00 is a TON for 90 minutes.

Here's my guess when it comes to the numbers. About 1% will sign up. But they could get closer to 3% with much longer copy -- closer to 2,000 to 3,000 words.

What I would add.

• Longer biographical details.
• More about the content of the seminar. Much more.
• A long list of benefits.
• A guarantee.
• Testimonials from writers who have signed up for similar seminars.
• The problems the seminar overcomes.
• A bonus item for attending. Even better, a 'secret' bonus revealed when you sign up.
• More about the critique.
• Price justification.
• A summary of the opportunity.
• A lower price if you buy before a certain time.

As I mentioned, short copy like this will get perhaps 1% of readers to pay the money for the webinar. But I imagine it's scalable so there's no limit to how much money they can make.

Give me a shot at this direct response copy and I'll get response up to 3% ... perhaps more. It could mean thousands in additional revenue.

But people in the literary world tend to thumb their noses at direct response copywriters because we're crass and we sell stuff and we actually understand marketing. Oh well.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.

This page sells a webinar that costs $89.99. It needs more copy ... a LOT more copy.

Direct Response Copywriter on Good Swipe and Bad Swipe

Direct Response Copywriter on Good Swipe and Bad Swipe

By Scott Martin, Direct Response Copywriter

I have around 1,000 pages of “swipe” which is a direct response copywriter’s term for copy that’s already been published – online or mail. Most of my colleagues have a swipe file. Some swipe files are more organized than others. I also have a book of winning headlines plus manuals with excellent examples of direct response copy … even more swipe.

Outright copying of copy is, of course, illegal; it violates copyright laws. However, it’s almost always acceptable to use swipe for inspiration and ideas. Ultimately, as a direct response copywriter, you have to follow the usual formats or you just won’t sell anything. I use headline templates … 99% of copywriters use the same templates.

The other day, I read a golf promotion which was total swipe. It combined the ultra-famous “They Laughed When I Sat Down to Play the Piano” headline with a John Carlton golf headline. Carlton wrote the most outlandish golf copy I’ve ever seen. Here’s an example of a Carlton headline.

“How One Simple ‘Magic Move’ (Which You Can Easily Feed Into Your Current Swing In Just 9 Minutes, Even If You Stink At The Game Right Now) Instantly Uncorks So Much Hidden Raw Power, Balance And Accuracy… That You Can Go Out Tomorrow And Launch A Pin-Point 230-Yard Tee Shot With A 3-Wood… From Your Knees!”

Quite frankly, I would never write a golf headline so outlandishly false. Golfers are intelligent and they know they’re not going to hit a 3-wood 230 from their knees.

So the headline I read, which I won’t fully reveal to protect the innocent, was an exercise is swipery.

Swiping is NOT copywriting. The job of a direct response copywriter is to get into the soul of the potential reader and discover what they really want … then present the product or service that satiates their need or want. The presentation must be believable.

One problem with swipe … there’s almost always a disconnect between the copy and the product. The copywriter thinks, “that’s a great headline so I’ll swipe it!” instead of thinking, “what does the potential customer really, really want?”

In my experience with extensive testing, simply swiping away does not beat controls. I will always defer to testing results but swiping famous headlines rarely works.

Look – I understand the technical elements of direct response copywriting. And this requires using tried and tested headline formats and templates. And I understand using one of the 10 or so direct response formats. But simply bolting two classic headlines together and then offering a promise the product cannot keep is not copywriting. It’s slack and shoddy and unlikely to persuade anyone except really stupid people who will believe anything.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.