I work with a number of agencies and clients around the world. They are, almost without exception, in the ‘direct marketing’ camp. They understand they need a copywriter who can execute direct response copywriting techniques; they understand the value of direct response copywriting.
Occasionally, I work with a local business owner who has never heard of direct marketing and thinks it’s something weird. If I like the business (and the owner/manager) and they’ve expressed an interest in ramping up their marketing, I’ll begin a conversation about their needs and goals and see if it leads to some work.
But first, I can’t call myself a copywriter—and certainly not a direct response copywriter. Very few people know what a direct response copywriter does. So…to a local business owner, I have to be one of the following:
- Email marketing expert.
- Marketing guru.
- Advertising mad man.
It’s all code for ‘direct response copywriter’ and I simply add some basic skills like setting up autoresponders and designing post cards. But, at my core, I’m still just a plain old direct response copywriter.
I just started working with a local client—a great local business that’s never used direct marketing before. I’ve been working with them for a few weeks. Here’s what we’ve done.
- Created an irresistible offer.
- Got people to opt in to the database when they’re in the business.
- Used social media to drive people to opt in to the database.
- Set up autoresponders and email blasts in MailChimp.
- Provided another offer to get the people in the database to come into the business.
- Wrote direct response copy to persuade people to take the next step—come into the business (with their friends) to take advantage of the offer...and spend real money!
Just the other night, the very first customer took us up on the offer. So…it’s working. The database is only about 10% of where it should be—but it takes time to build a real opt in email database. But...
The client has seen a result.
It’s exceptionally exciting when direct marketing works and it’s a big reason I’m in the business of direct response copywriting.
If you’re a business owner, reduce your branding efforts to 2% of your marketing and learn everything you can about direct marketing and it helps if you fully understand what a direct response copywriter can achieve. If the simple email marketing tactic works for my local client (which I think it will) then the small business will gain at least $100,000 in new revenue...for an extremely small investment.