Direct Response Copywriter on Copywriting Structure

By Scott Martin, Direct Response Copywriter

Copy is an argument. Copy is a conversation. It's the copywriter vs. the person who has heard it all ... and received anywhere from 150 to 900 marketing messages that day. The copywriter faces off against the hyper-jaded skeptic.

Several copywriters have told me that copy is like a conversation in a bar. I disagree. Bar conversation is chaotic and unpredictable ... I'm told. Great copy is more like the conversation in a store ... but a store where the salesperson truly understands how to sell.

Someone who is just punching the clock will simply ask, "is there something I can help you with?" and go back to playing Words With Friends. But the "pro" will have a structure to the conversation, often taking you off into a totally different direction ... perhaps just starting with a general chit-chat. Then they will start to ask the right questions. The conversation will move toward making a sale.

I could list 10 different copywriting structures for long-form sales copy ... from AIDA to PAS. But, as a direct response copywriter, structure is VITAL because copy must be logical and organized. Sometimes I see copy with a poor/vague structure and I'm sure it works to a certain degree ... but to MAXIMIZE response, which is the goal, after all, structure is key.

In fact, I'm attending a big direct response seminar in just a few days. Quite frankly, the copy for the event had no structure I could detect; it was just a bunch of hype-filled copy about the greatness of the speakers. The event is not sold out, even though the speakers are truly superstars and the main selling point. I have to believe that copy with a stronger structure would have sold all the seats ... even at the high price point.



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.


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.