Direct Response Copywriter on Preparation (Part 1)

I’m going to start a series about how I write copy and my approach to direct response copywriting. I want to start the series by going through what it takes to prepare to write—before I even type a word of copy.

Direct response copywriters will know about preparation and research but many people in marketing and advertising may find it surprising to discover what it takes to get, to use a shocking cliché, all those ducks in a row.

The first step is to understand the business model. Some of the questions I like to ask: 

• What is the company trying to achieve?
• What’s their basic business model?
• Are they changing the model?
• How does the company market the model?
• What are they doing right now?
• Is the sales copy for a special offer or ‘routine’ business?
• How will the direct response copy I’m going to write complement or augment the business model?

It doesn’t usually take me a long time to work out what the company is trying to achieve. But it helps. In fact, if a direct response copywriter doesn’t understand the business model, they will find it tough to maximize response. Remember, the direct response copywriter is trying to persuade the reader to take a specific action. How is that action going to help the company generate additional revenue?

Next: I'll discuss the action...and what's a realistic action to ask the reader to take.

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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.

Why I'm glad I wasn't a copywriter for Steve Jobs...or maybe that's a crazy thought...

I couldn’t find the original piece but, just after Steve Jobs died, there was a story I found about Steve Jobs and a copywriter. The copywriter wasn’t getting anywhere (as can happen) and so he asked Jobs to be more specific…to provide more direction.

Not exactly a bizarre request.

According to the story, Jobs replied: “I don’t know what I want—but when I see it, you’ll be the first to know.”

This makes the job of a copywriter, or any creative, or any professional, extremely difficult. It’s like telling a pilot to fly without a destination.

I’ve had people say “I don’t know what I want—but when I see it, you’ll be the first to know” to me. And I’ve had to part ways.

So…unless you have the unlimited copywriting budget plus you’re paying hourly plus don’t care how long something takes, providing direction is preferable.

If you’re ever stuck then I recommend you start with my direct response preflight checklist.

A simple creative brief that takes about 20 minutes to complete is also a huge help to the direct response copywriter. In fact, a clear creative brief is a thing of great beauty to me.

But maybe, if Steve Jobs was extremely patient, being the copywriter for Apple was the greatest gig on the planet.

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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.

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.