Copywriter finds key to successful marketing/sales

I've worked in copywriting, niche publishing, content, communications (whatever that is!), and the like for more years that I care to admit (22). And I suppose that makes me a bit of a nomad or, even worse, the dreaded "multi-dabbling freelancer."

So this time last year I finally chose to stop dabbling and start specializing. Niche print publishing is OVER and so that was easy. I never really enjoyed the business anyway. I had been writing direct response copy for several years and always enjoyed it so I simply chose to specialize in the "buy now" and "your satisfaction is..." even though it's more complicated that a few "reliable" phrases. I know other writers and certainly the branding copywriters look down their nose at the direct response copywriter but I don't really care. I love writing pedal-to-the-metal direct response copy. Three reasons.

1. It's measurable. No place to hide. You get the results or you don't. My brothers and sisters in the world of branding copywriting flee from this type of accountability. It's not about "image" it's about RESPONSE.
2. It helps businesses succeed--and that's hugely excited.
3. I enjoy the challenge of discovering what's going to persuade the reader to take the next step in the sales process.

Because I'm a freelancer, I'm constantly marketing. And if you're a freelancer and you're NOT marketing, give up freelancing.

I've discovered that passion is the most powerful sales weapon. Yet you'll rarely read about passion in sales and marketing books. My passion for direct response copywriting comes through when I speak with prospects and it separates me from other copywriters.

So I'm always striving to create passion when I write copy and convey the client's passion to their potential customers. As I reorganize my website, my #1 goal is to convey my passion in all my content (blogs, copy, podcasts, video, etc.)

Yes--people buy because I provide a solution to a problem, specifically low conversion. But people also buy for emotional reasons backed by logic.

"This guy is seriously into direct response copywriting and the enthusiasm is infectious; but he also gets results."

Here's some content from people I know who are seriously passionate.

• Andrew Wood--marketing legend.
• Will Swayne. Marketing Results. Excellent at traffic and conversion.
• Ted Mahon. Loving life in the Rockies--and passionate about skiing, climbing, ultra-marathons, and ice climbing.
• Big Bald Bobby. A blog with attitude. "I'm here. You're not." I love it.

Get some passion into your marketing and get routinely superb results.

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I'm a direct response copywriter based in Charlotte, NC. My current website is here. My clients measure results. They keep hiring me.

Direct Response Copywriter Critiques Google's Direct Response Package for Places

Google has regularly sent me a card with $100 of free Google AdWords spend. I like it because it's DIRECT MAIL and proof that even the most advanced and famous companies recognize the power of a marketing tactic that started, according to legend, in the 13th Century.

OK--let's take a look at the package.

This box arrived by UPS...yes...Google uses direct mail.

The goal here is to get business owners to use Google Places. I won't go into why but Google is really motivated to boost its Places product. Here's an article I found.

Basically, Google wants four outcomes...

1. Finally put Yellow Pages under and get that money
2. Get people to spend more time on Google, and not Facebook...especially when it comes to business pages
3. Mine the local advertising market even more...
4. Become your website

There was a lot to like about this direct mail piece...unless you are Yellow Pages.

Delivery. By UPS...you had to sign for it. Superb. Expensive...but impossible to ignore. Plus it came in a box the size of a small turkey. Again. How can you ignore that?

Benefit headline on the brochure. There are over 40,000 businesses in Charlotte...get noticed on Google. Not very grabby...

Overall, I thought the body copy was a bit confusing. Google Places is a mystery to most business owners (as is all of SEO and AdWords) so I would have made it easier to understand.

All graphic designers note: Google uses black type on a white background. Apple uses black type on a white background. Both companies measure response and make a lot of money.

Offer...$100 in FREE Google ads. But what sort of ad?...thankfully there's a number to call. In fact, the CTA is to call.

In a brochure within the folder, Google offers all sorts of "stuff" to get you to promote Google places...pens...fortune cookies...toothpicks...yes--toothpicks.

Interesting headline..."You're already doing a great job. Make sure you get noticed." Hmmmm.

Rookie direct response copywriting mistake: asking a question the reader might not know the answer to...ARE YOU EASY TO FIND ONLINE?

In a time when companies rarely send large-scale big budget direct mail packages, this one was epic...although confusing.

One final thought...it's cool that companies can add photos, videos, etc. to their Google Places page but I think it's a huge mistake to rely on user generated content, which is notoriously easy to rig. In fact, this line of copy reveals all..."Encourage customers to rate and review your business."

I would have made this piece more educational.

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I'm a direct response copywriter and my site is here.

Copywriter Motivators--What Makes People Pay Attention? Part 6...Solutions

All the motivators I've written about in this series are related to solving a problem...including exclusivity, which solves the perceived problem of being just like everyone else.

Writing down the problem the product solves is my first step when I write copy. If a product or sales page tries to solve too many problems at once, it's going to fail. I wrote a landing page that's getting a 25.2% opt in rate for a special report. The report and the page target a very specific psychographic and the report offers a solution to a very specific problem...makes writing copy easy.

Andrew Wood writes in one of his books that people buy for emotional reasons backed by logic. He's right and that's closely related to buying to solve a problem.

I strive to get people emotional about their problem...then provide a solution that's logical. And that takes me back to the first motivator in this series, FEAR...

It's the last in my series about copy motivators and I hope you found it useful. Next series: getting passion and fun into copy and content.

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I'm a direct response copywriter based in Charlotte North Carolina USA. My website is here.

Copywriter Motivators--What Makes People Pay Attention? Part 5...Exclusivity

The velvet rope. The golf club that doesn't have that great a course but is only open to a few golfers. The bar/disco that's only for movie stars but has annoying and ornery bartenders. EXCLUSIVITY often trumps quality...but makes people buy.

Exclusivity is a bit motivator. I developed a strong and deep database in a certain zip code and I'm about to sell the database. My big selling point will be exclusivity...I'm only selling this to ONE upscale restaurant in the area and ONE vet in the area...and ONE taxidermist. Either you get this database or your arch rival gets it. Who is it going to be? You or the person you hate the most?

I've been to THE Augusta National Golf Club during practice rounds for The Masters and it's good but I've been to better golf courses. But Augusta has this aura due to its exclusivity. Whatever. It's bonkers exclusive so everyone thinks it's great because only a few people can be members. So what?

Everyone from car manufacturers to plate marketers can use exclusivity.

• There will only be 100 Bentleys made in this model


• We will only offer 200 of these Elvis plates.


• Only a very few serious collectors will have access to these Engelbert Humperdinck tour photos; Mr. Humperdinck has only signed 50 photos and will never sign anything again.

Serious direct marketers understand the exclusivity motivator and use it--it can be extremely powerful.

The product does not have to be that brilliant or that superb. For example...on the rare occasions when I've been "on the list" I've entered the nightclub and looked around and gone..."it's a bar." Or sometimes I've gone to an exclusive golf course and looked around and gone...it's nice but it's nothing special.

But people will pay for exclusivity. The psychology: I'm better than you.

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I'm an (extremely exclusive and highly sought after) direct response copywriter based in Charlotte, North Carolina USA. My website is here.

Copywriter Motivators--What Makes People Pay Attention? Part 4...EASE

Making life easy for clients and customers can be hard. But it's a superb way to attract clients and customers. Why? Because people LOVE ease. And will pay a premium for ease.

"I'm going to make your life easier." "I'm going to save you a lot of time." "You'll be more comfortable." Ease can be the solution to a pressing problem.

No more sitting in traffic jams.

Or it can be sheer luxury.

Drink champagne then sleep in a real bed as you cross the Pacific...far removed from the smelly hordes and ornery flight attendants in economy class.

It's always tempting to stress money and fear when copywriting. But ease can be a huge motivator.

When you play golf at Rolling Lakes, our friendly caddies will do everything a PGA Tour caddie does...many of them have caddied on the PGA Tour. And our hand-selected cart "attendants" will bring you a favorite beverage at any time...just text them at...

Make the guarantee easy.

Simply return your Top 10 Sunbathing Spots in Alaska DVDs within 30 days of purchase and we'll refund your investment. No questions asked.

People have always paid extra for ease...or to use a longer word...convenience. Simplicity. Luxury.

Ease is closely related to exclusivity. Ease can be exclusivity with a purpose.

Even if greed and fear are the main motivators, big doses of ease in direct response copy always helps.

Infomercials are often superb at stressing ease.

The amazingly powerful G9 makes cleaning your bath simple and FAST. Even if you're a total slob.

We make dealing with the government to get your halitosis supplies as simple as buying a cup of coffee.

Infomercials are often superb with testimonials...again stressing ease.

"These orange golf balls have made it so much easier to find my ball in the rough or woods."

Copywriter Bob Bly sent me an email with this gem...

"In your sales and marketing efforts, if you can show the customer how you can save him time or serve him faster, your sales will skyrocket."

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I'm a direct response copywriter based in Charlotte North Carolina USA. My website is here.