In direct response, we talk a lot about the classic motivators. These include:
- Saving money
- Retirement security
- Better health now
- Advancement in profession or trade
- Easier chores
- Gaining more leisure
- Losing weight
- Freedom from worry
- Be in the “in” group
- Desire for a bargain
- Outshining the neighbors
These are just a few.
The list misses one of the most important motivators: helping other people. As marketers, we tend to ignore this motivator because it’s difficult to leverage: you can’t really sell products based on the desire to help and mentor others.
My colleagues in the non-profit sector can use this motivator. But when I’m selling an information product, the reader is most likely interested in how much money they can make once they own the product. I get it.
But let me tell you about a key motivator for this direct response copywriter. Yes … I enjoy writing and yes I very much enjoy direct response. But I gain the greatest satisfaction from helping clients succeed.
Again, it’s not something I can really sell as a direct benefit: it’s too ethereal. I enjoy working with my clients, most of whom are massive marketing companies. But I love it when a local small business owner calls me because they heard they need a direct response copywriter to write their letter or landing page.
I just spoke with the owner of a bartending school who has been reading about AdWords and wants to ramp up conversion with a real landing page. It’s super-exciting when I get a chance to help someone like this who is just starting to “get” direct response.
One client has grown from just a few subscribers to over 1.2 million subscribers. They had less than 10 employees and now they have over 60 and we’re now working with the best-of-the-best in our industry.
It’s exciting to help entrepreneurs. I wrote a letter several years ago for a guy who runs a roofing company: it closed 4% and that created hundreds of thousands in new revenue.
One of my clients is a local restaurant and we’re closing in on 2,000 opt-in emails. That’s a huge deal for a small restaurant and the results are tangible for the manager. She tells people, “Scott brings me money.”
But I also enjoy working with the larger companies. I don’t always get the immediate feedback but it's fun to help a marketing manager succeed.
Ultimately, I get the most enjoyment from helping my clients reach their goals. Dan Kennedy says that direct response copywriting is a “super power” and I’m inclined to agree although I’m biased, of course.
My power, if that’s the right word, is persuading current and potential clients to buy a product and service. But the real power is helping a client succeed and prosper. When harnessed correctly, a direct reponse copywriter has the power to help you make a ton of money.
This will only happen when the client listens to me, trusts me, and starts to follow direct response principles.
I'm a direct response copywriter. I write direct response copy 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 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.