Direct Response Copywriter On The Offer

Soft Offers. Hard Offers. Flaccid Offers. Continuity.

I’m confident you can define a soft offer and a hard offer but just in case these are new to you, here you go.

• Soft offer. The marketing company lets the new customer try the product for free and then bills the credit card after a certain time. One of my clients provides a 30-day free trial for a dietary supplement. The client pays the $4.99 shipping then gets billed after 30 days for the next shipment at the full price. • Hard offer. You buy the product right there and then.

In both cases, there’s usually some type of guarantee. Plus you’ll see variations that combine soft offers and hard offers. Sometimes you’ll see an installment offer where you can make “nine easy payments” but get the product right away. I use this technique for my copywriting course. “What’s a flaccid offer?” you’re asking. The flaccid offer is not clearly defined and just confuses the consumer to the point where they don’t buy. I see this all the time. The role of the modern direct response copywriter is to suggest offers to the client and to write copy that makes the offer totally clear. Here are the basic types of offer in direct marketing.

HARD OFFER … Pay right now. SOFT OFFER … Send no money now. NEGATIVE OPTION … Bill me until I tell you to stop. INSTALLMENT OFFER … Pay once a month for a pre-determined number of months. CHARTER OFFER … Be the first to get this … at a special low price. EXCLUSIVE OFFER … just to a special few. LIMITED OFFER … only a certain number available and only for a certain time. ONE TIME … it’s the only opportunity.

You can combine some of the above for an even more powerful offer.

Some additional thoughts about offers.

• Your job as a direct response copywriter is to help the client with offers and the positioning of the offer. In a perfect world, you are also testing offers. • If you’re unsure about your offer, take a look at what Claude Hopkins said … “Make your offer so great that only a lunatic would refuse to buy.” • Is there a reason for a special offer? Maybe there was a fire in the main store. Maybe the bank is about to repossess everything. A relocation means a moving sale. In a perfect world, there’s always a believable reason for the offer but don’t make it up. • Can you come up with two versions of an offer for one product? It’s the simple A vs. B technique, often successful with children who don’t like vegetables. Beans or carrots? I only ever like to sell ONE product in the promotion, with copy targeted to those who will buy … but a solid A vs. B offer eliminates the “no” reflex from the potential customer. • What are the competitors offering? If it’s been running a while, then it’s working. • When you’re testing price, you may discover the higher price increases response. • Can you organize the offer so it becomes a monthly plan? Continuity is lucrative but the product or service has to be like electricity … so vital that you can’t possibly stop. It’s not as easy as people say.

There’s been a lot of advice given to ambitious copywriters in the last few years about moving away from being a direct response copywriter and becoming a ‘direct marketing specialist who also writes copy.’ I’m not a big fan of this advice as it usually comes from people who are not copywriters. The number of copywriters who can convert readers into buyers is extremely small, at around 200, if that, but the number of people who call themselves a ‘marketing consultant’ is vast. So I’ll stick with being a direct response copywriter … BUT … as I stated earlier, your job as a copywriter is to help your clients with direct marketing tactics and strategy. You can start with organizing the offers for maximum revenue.

*

I'm a direct response copywriter working for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or [contact me here][1] when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.

Direct Response Copywriter on The Art and Science of Finding Clients

It’s one of the great conundrums in the world of the freelance direct response copywriter … or the freelance copywriter. Either way, it's a conundrum and I like the word conundrum.

  • On the one hand, I routinely this plea … “I can’t find any clients.”
  • On the other hand, I hear this from the clients … “I’m finding it so hard to find copywriters … where are all the copywriters?”

I must surmise, therefore, that copy just simply never gets written and copywriters starve and become homeless or enter other fields of employ … when all this could so easily be avoided.

At the annual AWAI copywriting conference, I see the same dynamic on the Friday afternoon of the event. Over 40 companies are there to look for copywriters. Over 500 copywriters are looking for work. It should be one bang-up party yet after the music has stopped, here’s what I hear.

“I didn’t find any clients.” “I didn’t find any copywriters.”

Yes, I’ve made connections and got some work at the conference but it’s not the life-changing fandango it seems like it should be.

Nothing against AWAI and the event. I enjoy it very much and it’s fun to hang out with (most of) the copywriters there. Some mega-famous copywriters pitch up to speak, most notably Bob Bly and Clayton Makepeace, who are regulars and people I intensely admire.

Even John Carlton, “the most the most ripped-off writer on the Web” according to his website, showed up and set new standards for ornery-ness … if ornery-ness is a word. It is now.

The ultra-famous Ben Settle showed up and, with 20 minutes left in his presentation, if that’s what it was, simply said, “that’s all I’ve got.” Not true. I later saw “El Benbo” in a Delray Beach watering hole/hideout and he was with a young damsel I had to christen “El Bimbo” since I was never formally introduced, and El Benbo had a LOT to give; his verbosity was off the charts. Ben Settle seems to have mastered the art of making tons of cash while doing pretty much nothing, or at least that's what his copy says.

If I need respite from the conference, I head to the magnificent Blue Anchor, a hostelry that must surely win the award one day for “America’s Top Ersatz English Pub.”

But I digress. Where was I? Finding copywriting clients. The gap I just discussed.

Various companies have emerged trying to bridge the gap. There was elance, now Upwork. These "commodity sites" are unfailingly biased toward the people who need copy. They get a low bid. They get garbage. The copywriters work with garbage clients. Great.

These commodity sites come … and they go. Some stick, most fail. Bob Bly says don’t go there and I agree with Brother Bob. It’s a mess.

I also see Facebook sites and other sites on social media platforms where clients and copywriters can meet but I’m not swayed. I’ve ventured into these waters and the clients are fifth-rate at best. A friend once described the woman who had taken his bartending job as a “d-grade stripper.” These are d-grade stripper clients.

I see some opportunities through my Google Alerts settings but there’s not much to see. If there’s a spot where I believe I can get some traction, it’s Linked In. I need to try their new service that promises to place a surfeit of great matches right in front of my very eyes for just $75 a month. We’ll see what transpires.

In all of this, I’m a little biased and I’m a little fortunate, perhaps. My website ranks highly, organically, for many key search terms. I’m not an SEO expert and I’ve never hired one. I don’t know why my site ranks so well. Maybe it’s because I actually put some serious effort and resources into my site. It’s generated hundreds of leads, usually from solid prospects. I tell the clients who want a low price NOT to contact me and they don’t. So … if you’re a direct response copywriter or a copywriter of any ilk, how good is your website? I’ll be remarkably blunt, especially for me … I see a lot of copywriters with really bad websites. And by saying “really bad” I’m being super-generous.

I’ll get back to the copywriter side in a minute. But what if you’re a client and you’re looking for a top copywriter? Well … you’re a marketing company. This means you should be able to market yourself to copywriters by finding or building a list and then making yourself a sought-after client. David Ogilvy found the top copywriters and then serenaded them. He would visit their apartments unexpectedly just to check them out in person. Imagine a knock on the door.

“Who is it?” “David Ogilvy. Can I talk to you?”

Ogilvy built a whopping and super-successful agency replete with talent. To get this talent, he used direct marketing tactics: he had his list and then he sold to that list, in essence.

Until about six months ago, I ranked #1 organically for many key search terms. Then a firm of copywriters took away that spot and now I’m #2. I’ll battle against that firm’s so-called direct response copywriters any day of the week. But they’re #1 and I’m #2 in organic search. I could disappear tomorrow from all the rankings. Poof. No more free traffic to my website just with one minor re-organization of the algorithm, or something.

So I’m in a phase right now where I’m starting to go on the offensive. This does not mean I want to be rude. The only person in the direct marketing world who thinks I’m rude is John Carlton, “the most ripped-off writer on the Web,” according to the third-person copy on his website.

Let me explain. I was waiting for a flight a couple of years ago in the stark environs of Palm Beach International Airport and yon fair John was also waiting for a plane in the same departure lounge. I went up to the "great" John Carlton, in the words of a marketing expert I highly respect, and re-introduced myself. I had just seen him at the AWAI conference.

"Hi John," I said, "I'm Scott Martin and we met at the conference. Do you have a few minutes so I can ask you a few questions?" He reminded me we had met in the pub the night before. Then I got a "no" and a glare which said, “I’d rather repeatedly French kiss the plastic/vinyl seats in this airport departure lounge during a six-hour delay due to wind sheer in Dallas than even acknowledge your peon-like presence.” Oh well. Such is my level of import among the epochal giants of direct response copywriting. That’s what happens, I guess, when people think I’m offensive, or on the offensive. Oh well.

Listen, sports fans ... if I EVER become so well-known that other copywriters come up to me in the airport, ANY airport, and want to talk about direct marketing and/or direct response copywriting, I will sit down with them and happily chat away until the gate agents are saying, "FINAL" last call.

But, again, I digress.

Gary Bencivenga talked about getting what he wanted. What did he want? Success and cash, for starters. Nothing wrong with that. To reach his goals, he wanted to work with the world’s top direct marketers. They had the lists and the traffic. Plus they had the products people actually wanted. Plus these companies HAD to have copy because the entire company depends on selling stuff … and lots of it. No copy … no revenue.

Are you starting to figure out what I’m saying?

I have a couple of clients like this. But I want more. So I’m identifying these epic clients and going after them. It’s an exercise in direct marketing and sales and, the last time I checked, I’m in direct marketing and sales.

In fact, I have list of 2,000 potential clients I hand-crafted through months of research. One of these days, I might make this list available.

How did I create my list? That’s my secret and that’s where your nous and creativity and research must come into play. The more I think about creative ways to build my list, and the more I work on my list, guess what happens? My list of potential clients gets even stronger and deeper. Here's a hint when it comes to how I've researched my list. Let's say I get an email with a link to an event that's choc-full of big-time marketers. Guess who gets put on my list?

And, to use a hackneyed phrase, I leverage off my strengths. I’ve had success in some niches, niches where everyone knows my clients and wants to be like them. So I get the attention of people who will hire me.

Do have a sense of your ideal clients? I know who mine are. I can look at a crowd of 100 potential clients and spot THE ONE I might want to work with. I’m a one man band. I don’t need or want a lot of clients. Just 3-4 or maybe just one. Clayton Makepeace worked with just one client, Weiss, for about a decade.

Where’s your list of potential clients? Where’s your database of contacts with clients? How is your follow up? When was the last time you contacted 10 potential clients in a day? When did you last send 2,000 post cards to your database? When did you last improve a page on your website? Are you getting rejected a lot? Yes? Good. You’ll start to find that great client soon.

A lot of nascent copywriters ask me about finding first clients. I tell them to get their website together, create some samples, then ATTACK the digital marketing agencies. These agencies won’t pay a lot but they have huge needs for copy. How many of the young copywriters actually take my advice? Not many, I fear. I wrote over 200 projects for a digital agency in Australia when I went out on my own in 2010. I paid the mortgage and there was food on the table. And I got tons of great experience ... plus some valuable training from the guy who ran the agency, himself an excellent copywriter.

“What about referrals?” you ask. “Word of mouth. Best form of advertising.” I suppose that Gary Bencivenga was able to rely on referrals at one stage but I’m NEVER relying on this method. Why? The referrals haven’t been any good. I’m not “in” with the “in crowd” as evidenced by my experience with J. Carlton and the copywriting cabal that hangs out at events like the AWAI bootcamp and steadfastly refuses to talk to anyone but themselves … unless you’re perhaps attending one of their events or paying them huge sums for coaching. The raw snobbery is startling, especially when most of this cabal relies on past copywriting glories. I just helped a client sell over $750,000 worth of subscriptions at $2,000 a pop … to a cold list with a conversion rate north of 4%. A VSL I wrote was producing $1.5 million a month for a $19 ebook, despite scathing criticism of the copy expert that client hired. What have you lot done recently? Oh … show up at each other’s events so you can tell each other how great you are. Ah.

*

I’ve rambled and ranted in this blog, much more than usual. I’m all over the place with my tenses. An especially anal copy editor would tell me to start gain. Apologies. I’m glad you’re reading this. I might have to take it down once I read it again. Or sanitize it. It’s getting a little late and I had an early start this morning. But if you’re a copywriter and you’re moping around thinking, “I’ve got to find clients or I’m bagging groceries soon” when all you’re hearing from potential clients is, “we’re desperate for copywriters,” then stop moping around. Get your website and your stuff together. Build a list. Define your ideal clients. Attack the clients you want with a barrage of communication. Be persistent. Follow up. Stay in front of them. Market. Sell.

*

I'm a direct response copywriter working for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or [contact me here][1] when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.

Direct Response Copywriter on Gary Bencivenga and What It Really Takes

I've been listening to an interview with Gary Bencivenga. Brian Kurtz calls Bencivenga the greatest living copywriter. I just spent two days with Brian and other direct marketers at a mastermind group run by Brian.

One of the guest speakers used to hire Gary Bencivenga. The speaker revealed the amount of just one of the royalty checks he signed for Bencivenga. I can't 'print' the exact amount here but it was jaw-dropping. A ton of money today. A ton of money 20 years ago. It's no wonder that Bencivenga had a house in The Hamptons among the titans of Wall Street.

I wonder what those Wall Street types thought about Bencivenga, especially when he said, "I'm a direct response copywriter." Did they give Bencivenga the "blank stare" I get 495 times out of 500? Or did they instantly know about the work and potential power of a copywriter like Gary Bencivenga? Maybe one day I'll find the answer.

But I digress.

The interview with Gary Bencivenga reveals the following.

He learned from the best of the best, including John Caples and David Ogilvy. He spent almost two decades around direct marketers who tested the actual results of his copy ... before heading out on his own. He initially struggled to find clients when he began his life as a freelancer. He stayed mostly quiet about his techniques and kept his secrets, secret. He was fiercely competitive, despite being very soft spoken and having a kind and welcoming disposition.

In essence, Gary Bencivenga spent at least 20 years working at being a direct response copywriter before getting out there and working for the big mailers and competing against the world's top copywriters.

I see a lot of copy today saying, "you can be a successful and practicing copywriter in just 6 months, even if you've been repairing motorcycles for the last 23 years."

Nothing against people who repair motorcycles, just so you know.

If you're considering a career in direct response copywriting, that's great. It's a fabulous career. But you have to understand you won't be a top copywriter in 6 months. You won't be a top copywriter in 6 years.

It helps if you've spent a chunk of your career in writing, publishing, sales, advertising, communications, or some type of related field. But anyone who says, "you'll be on top in 6 months" is not telling the truth.

You can get started and get some basic work in 6 months but to come anywhere near mastery takes many, many years and a ton of failure, hard work, reading, researching, and sales work. You can accelerate the process a little but it takes time.

*

I'm a direct response copywriter working for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or [contact me here][1] when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.

Direct Response Copywriter on The Surprising Truth About Word of Mouth Advertising

The other night, I got into a somewhat heated ‘discussion’ about word of mouth advertising.

You’ve heard the old saying … “word of mouth advertising is the best form of advertising.”

It’s obviously and completely untrue.

Shock ... HORROR!

Consider this … if it were true, then nobody would advertise anything. They would only have to rely on word of mouth advertising. I would not have an existence as a direct response copywriter.

Let’s consider this scenario … TOTALLY true. A woman visits a ski lodge in a ski town for about 2 weeks every year in the middle of winter. She sits regally in the lobby every evening where she holds court. She proceeds to say HORRIBLE things about most of the restaurants in the ski town, as she downs several glasses of white wine.

This, my brothers and sisters, is called “word of mouth advertising.” How can this non-stop trash talking be the best form of advertising? In fact, I would call it the WORST form of advertising and I feel sorry for the restaurant owners who put everything into running a business only to have it sledged by this crazy person who only wants to hear herself talk and sound important.

I firmly believe my clients are generally happy with my work. They measure results and they keep offering me direct response copywriting assignments. Do they refer me to other clients?

No.

Why?

Because they don’t want me working for competitors. I sometimes get referrals but they’re not the type of client or work I want. I’m also certain there are people in direct marketing who know me but say bad things about me. Maybe I’m wrong about this but I don’t think I am.

Either way, I’m NOT relying on “word of mouth” advertising. I’m not in control of my potential clients and I’m NOT in control of the message. Why would I NOT want to be in control of my marketing? I'm waiting for that answer.

What’s the best form of marketing?

It’s fundamentally sound direct marketing.

You build or find a list of people who need/want what you have to offer. You let them know you have what they want through direct response copy. You keep testing to discover what works. You have a relentless desire to boost revenue and conversion.

Easier said than done, of course, but that approach, my brothers and sisters, is more reliable and proven … and measured … than hoping that a woman in the lobby of a ski chalet decides she likes you.

Some people will understand the truth about word of mouth advertising. Others won't.

*

I'm a direct response copywriter working for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or contact me here when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.

Direct Response Copywriter on "Voice" Part 2

In the last blog, I wrote that capturing the voice in direct response copy is largely irrelevant. In fact, it’s totally irrelevant.

Remember … as a direct response copywriter, my job is to motivate readers/viewers/listeners to take the next step in the sales process. This task revolves around benefits, the offer, clarity, headlines, and answering the question the potential buyer is asking: “what’s in it for me?” The potential buyer DOES NOT care about your voice. They care about their favorite person, which is … drum roll … themselves.

Last year, an advertising agency contacted me with an emergency project. I’m always happy to help. I had to rewrite a video script.

The account executive was especially clear about the voice. “It’s really important you capture the voice here.”

I said what I always say, “I’m not very good at capturing the voice but I’m really good at motivating the potential buyer to take the next step in the sale process.”

The account executive gave me the green light for the project anyway. They were happy with the new script, and, in fact, the agency's client said to the account executive: “you did a great job capturing the voice.”

I simply wrote direct response copy how I usually write copy. But I always like kudos!

Now … I can “turn up the volume” a bit and turn it down depending on the product or service but that’s not capturing the “voice.” You can see my guide to direct response volume here.

I can write “shamwow” copy that’s loud or I can write quieter copy that’s significantly toned down … say for a current client who owns retirement communities. But that’s not voice … that’s VOLUME.

If you’re a company and you run the marketing and you have a service or product you want to sell and you’re looking for a direct response copywriter, focus on the results the copywriter has achieved. And totally ignore voice and don’t ask the copywriter to try to “capture the voice.”

Do you want to capture the voice or do you want to sell your products/services? Do you want kudos and awards for your advertising or do you want money in your bank account?

*

I'm a direct response copywriter working for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or [contact me here][2] when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.