Direct Response Copywriter on My Real Motivation

In direct response, we talk a lot about the classic motivators. These include:

  • Greed
  • Solutions
  • Saving money
  • Retirement security
  • Better health now
  • Advancement in profession or trade
  • Prestige
  • Enjoyment
  • Easier chores
  • Gaining more leisure
  • Comfort
  • 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.

Direct Response Copywriter on What It's All About

By Scott Martin, Direct Response Copywriter.

As a direct response copywriter, my job is to sell stuff. Sometimes, people are actively searching for a product or service I’m helping to sell. Other times, people do not wake up with a desire or need for what I’m trying to sell.

I also write blogs. I read blogs. And I have to admit, I read a lot of super-boring blogs. As such, I’m guilty as charged of the same crime. A friend turned me on to a superb blog about my favorite sports team. Here’s the blog.

Notice the originality. Take note, also, of the controversial tone. So … from this point on, I’m going to put more oomph into my blogs. More originality. Intricate yet slightly crazed phrasing. Taking a stand.

Should I use the same approach in my direct response copywriting? Yes – I have to admit to a certain “straightforward-ness” when writing copy. I’m the salesman in the hardware store who answers your questions quickly and precisely … the guy who gets to the point and points out the benefits without a lot of showmanship.

I’ve purchased stuff from hyper-crazed salespeople and low-key salespeople. I remember a car salesman at my local VW dealership. His name was Richard and he had a sort of “Deputy Dawg” demeanor with a wry sense of humor. He went through all the usual car salesman machinations with an ironic sense of duty … “let me talk to the sales manager about that offer …” and “I’m here to represent your interests and get you the best possible price, Mr. Martin.” I played along with a nod and a wink. As you do.

Yet I have to admit having a soft spot for the “Level 11” salesperson who takes caffeine through an IV. It’s a show, of course.

My natural demeanor somewhat determines my copy. No nonsense. That somewhat ironic sense of humor with the odd burst of craziness. So I often have to work on increasing the volume. Not a problem, usually, for this direct response copywriter.

A client recently told me I have a highly straightforward style. But he was also looking for a “brand voice” for his product. I understand what he was saying. A company like Apple has a voice in its copy; ditto MailChimp – with its quirky commentary.

Finding that voice can take months of hard and expensive labor. Quite frankly I avoid clients who want to go through what’s essentially a beard-stroking branding exercise. I seek clients who are more concerned with selling stuff.

But, as usual, I’ve moved away from my point. What makes for copy that works? Testing will tell you but, ultimately, the focus has to be on answering the key question the customer is asking, “what’s in it for me?”

I like to include some similes and some color into my copy but on a limited basis. Too many metaphors and too much color can be like a cup of coffee with too much sugar … or a cake that’s too rich to eat.

Being boring is the cardinal sin of the direct response copywriter – or any writer.  But being obnoxious can be a huge turn off, as well.

I know two extremely successful direct response copywriters. One of them is the most obnoxious person in the world. And I’m not exaggerating. The other is so shy that some type of therapy might be in order. They both write copy that generates tens of millions in revenue. I’ve heard both of them speak and both, in their own way, are extremely engaging. When it comes to direct response copywriting, start with a mostly straightforward approach to establish a control. Then adjust the volume and test.

*

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.

Direct Response Copywriter on Alignment

I’m sure you’ve heard the word alignment. You’ve had your alignment checked on your car. It helps when your bones are in alignment. And so on.

But in this series, I want to talk about marketing and copywriting alignment.

To explain this concept, let me start with some marketing mis-alignment.

  • A restaurant runs a promotion, sends out direct mail, yet the wait staff have no idea the promotion is taking place.
  • I get an email talking about a special offer but the link in the email takes me to a page that has nothing to do with the offer.
  • There’s a Google AdWords ad that advertises a deal on teeth whitening but takes the potential patient to a home page that talks about avoiding pain.

What’s happening here? There’s a mis-alignment of the marketing funnel. One of my jobs as a direct response copywriter is to make sure the copy is aligned.

It sounds simple to be completely aligned but it’s harder than it appears. And it gets even harder when you’re testing. Yes, testing is vital for long-term success in any direct marketing but the more you test, the more likely you are to mis-align the copy and the marketing. Quite honestly, I see copy mis-alignment as a rookie mistake.

Correct marketing and copywriting alignment starts with the company’s business model.

Before I write a word of direct response copy, I need to understand the model. What is the company itself trying to achieve? I don’t need to know the exact numbers but I need to understand the company’s overall strategy.

Next I need to understand the offer. How does the offer complement the business model? The company should also have a unique selling proposition (USP).

Let’s say a company provides real estate advice to buyers. The company collects a hefty fee for helping a busy person find a property. So the company model is to find at least 150 clients a year. The USP is to help the client save at least 10% off the market price of property. There are other benefits but the one the company wants to emphasize the savings.

The funnel is to direct traffic to a landing page where the company provides a free white paper in return for an email address. The company then follows up with a series of autoresponder emails.

This sounds simple but, as a direct response copywriter, it’s amazing how many companies are completely ‘out of whack’ when it comes to their alignment.

In writing the Google AdWords ads, I want to emphasize the potential for the savings.

So an AdWords ad might be…

 

Save 10% on a property

Easy way to get great property

And get it for below market value

 

In the next blog, I’ll get into the landing page and the special report.

*

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 Creative Flexibility

My clients are almost all direct marketers. This means they ALL test like crazy.

If you take a peek at my portfolio, you’ll see a wide variety of styles and formats. But it’s all direct response copy.

Some clients want “pure” pedal-to-the-metal DR copy. Others want it toned down. Some use a format that’s built around graphics.

As a direct response copywriter, one of my jobs is to give the client exactly the style of direct response copy they want. Because that’s the type of copy that converts…based on their testing data.

*

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 Dan Kennedy

I just invested in a Dan Kennedy copywriting course. The result? I'm now an official...

Dan Kennedy Certified Copywriter for Info-Marketers.

Kennedy is one of the copywriters I follow very closely.

The certification curriculum included: 

  • A detailed description of how the information marketing industry operates
  • What information marketers need and want
  • 800 pages of examples of successful copy for information marketing
  • How a copywriter can help information marketers generate revenue
  • Specific copywriting techniques for information marketers

Because, as a direct response copywriter, I've written extensively in this niche, I knew a lot of the material but I learned some fresh techniques. Never a bad thing.

So...if you sell information and need a direct response copywriter...what's in this for you? 

  1. You won't have to explain much, if anything, about the business. I get up to speed quickly and you don't have to spend hours explaining how everything works.
  2. I use the same info-marketing copywriting techniques as Dan Kennedy who is a pretty decent information marketer and copywriter.
  3. The course taught me how to help information marketers upsell, downsell, and generally increase revenue.
  4. I discovered the importance of providing a complete range of copywriting services to information marketers. So with me, you get a 'one stop shop' for all your information marketing copywriting needs.

With my background in direct response copywriting and close to 20 years of experience in niche publishing, I believe I’m well positioned to help info-marketers sell information and write content that people will buy...time and time again.

If you’re an ambitious information marketer, I can write:

  • Direct response copy for sales pages
  • Emails and autoresponders
  • Newsletters
  • Sales copy for events
  • Articles
  • Content

All the copy and content you need if you’re an info-marketer.

I really enjoy writing for people who sell information. It’s a great business.

Contact me here if you want to discuss a project or discuss your copy and content needs. And go here for free resources and checklists. 

*

Here’s the disclaimer I have to include.

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.

*

I'm a direct response copywriter. I specialize in providing content and 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.