Direct Response Copywriter on "Legendary" Status

There are two words bandied about a lot these days: awesome and legendary. It’s the latter I’ll focus on in this blog.

I’m still a big fan of radio, especially BBC Radio. Maybe it’s because I grew up listening to all those BBC stations during my formative years in west London. Maybe it's because it's free and they don't have commercials.

I went to a boarding school on a hill in London. I could pick up a wide variety of radio stations up there.

Many evenings, I used to set my radio to AM (called medium wave in the UK) and I’d pick up stations from Germany, France, and way beyond. I even used to pick up US Armed forces radio and I’d listen to NFL games. I once picked up a New York rock station. Today, BBC Radio is, for some reason, called SOUNDS. Sort of like the restaurants that say they have “eats” instead of “food.”

But I digress, as is often my wont. I was listening to a live concert on Radio 2 the other day. It was a Beatles tribute with a number of different singers and performer. The host introduced EVERY singer and performer with the adjective: LEGENDARY.

What does “legendary” actually mean?

All writers should look up the actual definitions of words they use. Yes, even copywriters.

My albeit rudimentary dictionary has two interesting definitions of LEGENDARY.

  1. Of, described in, or based on, legends.
  2. Remarkable enough to be famous; very well known.

If I venture into my trusty thesaurus, what do I find?

Curiously, my thesaurus, which I received as gift in 1980, and is the genuine “Roget’s” doesn’t even move toward the “famous” meaning. I get …

  • Traditional
  • Imaginary(!)
  • Narrative
  • Mythological

So “legendary” is one of those words whose meaning has evolved. English is fluid, malleable, and distinctly capricious. I love it.

When an emcee says, the “legendary” (insert name) what is the emcee saying? He or she isn’t saying the person is traditional, imaginary, or mythological … or part of a narrative. The emcee is saying …

  • Really amazing
  • Superb
  • Someone you should listen to
  • Elite
  • Highly accomplished

And so on …

Martin Amis says that every writer should have a dictionary and a thesaurus on their desk when they’re writing. Dan Kennedy has said the same.

Why?

Because, if you’re a writer, the accurate selection of accurate words is a huge part of your work. It’s a whopping part of my work as a direct response copywriter.

By the way, I’d love to see Martin Amis and Dan Kennedy, two highly accomplished writers, meet and talk about writing. I’d pay a lot to hear that conversation.

Sadly, the word “legendary” is way overused in direct marketing, even with the “new” meaning of the word.

However, if you employ the “famous” meaning, then it’s highly applicable. I recently saw a video featuring a direct response copywriter giving a presentation. The host of the meeting introduced the copywriter by saying, predictably, “the LEGENDARY JOHN SMITH.” I changed the name, just so you know.

Said direct response copywriter is, indeed, legendary based on the “famous” definition. In fact, I would say he’s famous for just that, being famous. He speaks at a large number of events even though the copy that advertises these engagements often says, “make sure you fly around the world to come to our $3,000 event because John Smith rarely speaks or appears at events.”

OK.

But just because you’re famous, does that mean you’re any good?

The answer of course, is NO.

I’ve seen the work of this "legend" and, quite frankly, it’s packed full of lies. He’s part of a core group of "legendary" direct marketers who hold conferences, speak at each other’s events, and tell everyone how great they are. Nice work if you can get it. I’m totally certain this happens in other industries.

His website, written in the third person, is replete with lies, flatus, self-congratulation, and raw guff. A big part of me wonders if he’s ever actually written anything that’s really worked. There's no actual proof on his website. And there he is, up on stage, being legendary, and issuing advice that’s totally wrong.

There’s a great line in one of the Dirty Harry movies, Sudden Impact, where Clint Eastwood tells one his superiors, “you’re a legend in your own mind.”

We’re so very fortunate in direct marketing. We measure our results to the penny. A direct response copywriter can legitimately point at results and/or longevity with direct marketing clients. The latter is a powerful way to measure success. Are your clients continuously hiring you? Yes? Then you know how to write direct response copy that converts.

In the branding world, you can become “legendary” because you’ve won a bunch of awards … awards handed out by other branding types. There’s lots to go around. Got a dog? Your dog could probably win an award for something in the branding universe.

In sports, results and numbers provide most of the story. A quarterback can have great numbers. But the numbers tell only a small part of the story. Members of his team have to block. Runners have to run. Receivers have to catch and run precise routes. The offensive coordinator has to make great calls.

It’s the same in direct response copywriting. I was just going through all the old Boardroom controls and, for the first time, I noticed a common theme: those magalogs are pretty much just a big collection of bulleted fascinations.

At Boardroom, they quickly found a formula that worked. They had great lists and a great offer … SEND NO MONEY NOW. They stuck to the formula. Why not?

A direct response copywriter doesn’t work in a vacuum, despite what the “legendary” John Smith will tell you. Lists and traffic have to be there. The offer has to be great. Testing is vital. Copywriters can get the blame for a promotion that bombs … which isn’t always fair. But even the most productive copywriters work as part of a team.

Many of the so-called “legendary” copywriters are from the “say whatever you want/big promise" school of direct response copywriting. And three of the “legends” from this school got into major legal trouble due, in part, to this approach. And members of this school of thought are up there, “legends of direct response copywriting” on that stage, or in a webinar, telling me how to write copy.

When someone introduces a copywriter as “legendary” at an event, I’m going to laugh, roll my eyes, and, as politely as possible, head straight to the bar.

Here’s the truth: there are lots of really productive copywriters you never meet because they never get out there and they’re not in that group of people who speak at $3,000 events and tell everyone how “legendary” they are. It’s these totally un-sung copywriters who are the really brilliant ones. They’re quietly generating millions in revenue for their clients and helping build the long-term value of the business. Find these copywriters. Learn from them and be extremely careful when you hear the “L” word. Ironically, one of my friends and someone who really knows what he's doing, Andrew Wood uses the "legendary" moniker. Listen to him, though, and read all his books.

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 the AWAI Bootcamp. Part 2. Drayton Bird.

By Scott Martin

One of the highlights of the AWAI 2013 FastTrack to Copywriting Success Bootcamp and Job Fair was Drayton Bird's speech.

Drayton Bird is a famous direct response copywriter. He's based in the UK and has worked for numerous agencies including Ogilvy. You can see his full info here.

A veteran of many direct response copywriting wars, the spry and youthful Bird gave a witty presentation. Here's what I took away ...

  • Be careful if you decide to get married. Three of Bird's wives tried to kill him. I suppose the title of Bird's next book could be: Bird on Birds.
  • Focus entirely on results.
  • Keep pounding away until you get the results you really want.

Later, I had a chance to meet Bird and we talked about his excellent book, How to Write Sales Letters that Sell. In addition to providing salient advice about copywriting, Bird details how to approach potential clients -- the ones you want. The book is out of print now and copies cost around $50. Maybe I should sell mine!

If you get a chance to study Bird's work, it's worth the effort.

And here I am with Drayton Bird.

Thank you to the people at AWAI for getting Drayton Bird to Delray Beach.

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Before the bootcamp, I entered one of the competitions: the Clayton Makepeace Spec Challenge. I came 3rd out of 48 entries which was fun.

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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, landing page copy and 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.

Direct Response Copywriter on the AWAI Bootcamp. Part 1.

By Scott Martin

Or should it be boot camp? Either way, I spent a chunk of last week at the AWAI Bootcamp in beautiful Delray Beach, Florida. Over the next few days, I'll provide some thoughts about the event, focusing on some techniques I picked up and can share. I will also describe the event itself -- from the perspective of a direct response copywriter. I paid my way to attend so it was important to pick up some techniques and make some solid contacts.

Officially called the AWAI 2013 FastTrack to Copywriting Success Bootcamp and Job Fair, the event is an annual gathering of sorts for copywriters from around the world. Some are totally new to the game while many of the rock stars of direct response copywriting attend: Clayton Makepeace, Bob Bly, and Drayton Bird. Most of the events take place in the ballroom at the Delray Beach Marriott which is a resort hotel right next to the Atlantic. It's a pleasant spot and I enjoyed my walk back and forth over the Intracoastal Waterway to my hotel which was a little inland.

The event comprises seminars, speeches, contests, and a meet and greet (the job fair) where about 30 direct marketers can liaise with direct response copywriters.

Bill Bonner was the keynote speaker on the Wednesday night. Bonner founded Agora and is currently president of the company. He's a big name in direct response. I was especially keen to hear Bonner as I'm working on a promotion right now for an Agora entity.

He gave a wonderful speech, bouncing around from topic to topic. My biggest takeaway? He likes copy where the reader becomes the hero in the story. I'm going to use that technique more over the next several months.

Sometimes these gatherings can be a major pitch-fest but, for the most part, the bootcamp provided valuable speakers with useful information. So no complaints there.

In the next blog, I'll discuss Drayton Bird's speech.

Before the bootcamp, I entered one of the competitions: the Clayton Makepeace Spec Challenge. I came 3rd out of 48 entries which was fun.

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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, landing page copy and 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.