Why this Direct Response Copywriter Loves Writing Direct Response Copy

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.

1. Created an irresistible offer.
2. Got people to opt in to the database when they’re in the business.
3. Used social media to drive people to opt in to the database.
4. Set up autoresponders and email blasts in MailChimp.
5. Provided another offer to get the people in the database to come into the business.
6. 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.

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I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment for clients around the world. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.

Direct Response Copywriter Publishes Book about Caddyshack

A few years ago, I wrote and published a book about Caddyshack. It was titled: The Book of Caddyshack. Everything you always wanted to know about The Greatest Movie Ever Made. For a trade paperback, it was successful, selling about 7,000 copies. Strangely, the publisher couldn't sell any more and I've yet to see a royalty. Hmmmmm.....

I recently revised the book and gave it a new title: The All-New Book of Caddyshack. The original retailed for $16.95 and the revised version is now available as an ebook for $1.99 which is a tremendous bargain.

Check out the site here.

The site’s a bit rudimentary but I’ll be changing and improving it over the next few weeks.

Going to the Dan Kennedy Info-summit in Atlanta motivated me to dust off some of the content that’s just sitting there on my hard drive. Which is nice.

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I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment for clients around the world. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.

Interview with Copywriter David Ogilvy is Superb

I've always enjoyed good radio; I especially enjoy BBC Radio Scotland. One of the shows I enjoy is Off the Ball and it's two Scotsman talking about Scottish football (soccer). I've been listening to the show for seven years and I still know nothing about Scottish football. But it's a superb show. I also enjoy 'Get it On' which is a request show where pretty much anything can happen.

BBC Radio Scotland just ran a superb (but sadly short) bio of David Ogilvy. You can listen to it here.

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I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment for clients around the world. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.

Direct response copywriter on the big fat split Infinitive

A few weeks ago, I wrote about the split infinitive. I’m not big on split infinitives so the book cover below stopped me in my tracks. Note the adverb that’s doing the dirty work—IN ITALICS!!!!!

Ouch!

I would have written: “How to Stay Slim the Rest of Your Days” or something similar. But would it have been a best seller with a different title? If I’m the publisher and tests show the split infinitive version will sell more, I’m splitting this big fat infinitive. One of my roles as a direct response copywriter is to ignore my grammatical and syntactical preferences and write copy that will persuade the reader to pull a credit card out of their wallet and BUY!

Oh and Charla…the pressure’s on…you HAVE  to stay thin forever!

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I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment for clients around the world. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.

Direct Response Copywriter Likes and Hates Pricing Strategy

From a pricing standpoint, one of the oldest tricks in the book is asking for a whopping price increase then ‘settling’ for a smaller (but still considerable) increase. The local power company just used this tactic.

If I want electricity in my house, I have to go through Duke Energy unless I spend a small fortune on solar energy and wait 20 years for an ROI. Or I could hook 2,000 hamsters to 2,000 wheels and yell, ‘go!’

So…Duke Energy is a monopoly. Yes…I can cook with gas and even run other stuff off gas but Duke Energy, due to state regulations (and the money they funnel to politicians through 'campaign donations'), gets to have a monopoly when it comes to electricity—with the State of North Carolina having final say over rates.

So this year Duke Energy asked for a 14% rate increase. The company faced howls of protest. So they ‘settled’ for 7% because they ‘care’ about consumers—the same consumers who face declining real income and a stagnant economy...and don't need hikes in power rates.

While I find monopolies abhorrent—especially when they are state sponsored—Duke Energy used a good pricing strategy.

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Helping a Local Establishment

I’m really excited to be helping a local business, Sir Edmond Halley’s, with some marketing. We’re starting with some email marketing and we set up a birthday club to get some opt in emails. Yes…free dinner on your birthday from Sir Ed’s. GO HERE NOW!

We’ll be pounding away with direct marketing and some direct response copywriting.

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I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment for clients around the world. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.