Direct Response Copywriter Provides Landing Page Rules

Bob Bly, a copywriter, gave a webinar yesterday about making landing pages convert. Thanks to the people at Pinpointe for sponsoring the webinar, which was excellent.

I won’t detail everything from the webinar here as they are letting everyone share it on Tuesday. I will share the links with you next week.

But here’s a screenshot you’ll find valuable if, like me, you’re involved in a lot of landing pages. 

 

 

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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. I increasingly specialize in sales pages and landing pages. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.

This Girl Scout Should Be a Direct Response Copywriter

It’s Girl Scout Cookie sales season here in the United States and it’s pretty much impossible to go anywhere without a group of hyper happy girl scouts selling cookies. They have a lot of fun and gleefully stand outside in pretty much any weather to raise funds.

I was walking by my local hardware store today and some girl scouts were selling cookies. I have to admit that the copy on the sign below made me stop, congratulate the young lady on her copywriting skills, then dig into my wallet for the requisite cash.


The copy made me buy some cookies.

That, my brothers and sisters in direct marketing, is CONVERSION.

My good friend Andrew Wood, one of the top direct marketers I know, always reminds me to ‘sell happiness.’ These Girl Scouts got that message.

I believe that good grammar is important to the direct response copywriter. Andrew Wood disagrees, saying the message is more important than precise syntactical execution. Andrew was right on this one.

Congratulations to the Girl Scouts for some excellent direct response copywriting.

And for the record, I purchased a box of Thin Mints although I was almost swayed by the peanut butter cookies.

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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. I increasingly specialize in sales pages and landing pages. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.

In High School, I Interviewed Margaret Thatcher. And Lived.

In High School, which I attended in London, I was an editor of the school newspaper. I loved it and it’s a reason, I suppose, that I’m a writer. I’m certainly NOT a journalist. One of my fellow editors was Simon Sebag Montefiore, who has become a famous author in the United Kingdom.

Simon’s bibliography includes massive biographies of Stalin and Potemkin and you’ll read his writing in UK newspapers.

He wrote a book about Stalin; I wrote one about Caddyshack. Enough said!

During the early 1980s, for the school newspaper, we interviewed Ken Livingstone, who was essentially the Mayor of London. His nickname was ‘Red Ken’ and it was a fascinating interview. A little later, I told Simon we should try to interview Margaret Thatcher, who was then Prime Minister.

So we wrote to Robin Butler, now Baron Butler of Brockwell, who was Thatcher’s Personal Private Secretary. For those of you in the United States and elsewhere, perhaps, the Personal Private Secretary (PPS) doesn’t take dictation: the PPS is essentially the Chief of Staff and head of The Civil Service.

I have to admit we had an ‘in’ as Robin Butler had attended our school and Margaret Thatcher’s son, Mark, also attended the school.

So, in the Autumn term of 1983, Simon and I took the tube to Central London, and interviewed the Prime Minister at 10 Downing Street.

We went to the barrier at the Whitehall end of Downing Street where a policeman told us to see the policeman at the door of number 10. That policeman let us in and we were ushered into a waiting room. After a few nervous minutes, we were walking up the stairs next to the portraits of former Prime Ministers. Then we were there, in her office, sitting down with Robin Butler, Margaret Thatcher, and a tape recorder.

We had planned some ‘tough’ questions plus some easier ones. I’m not sure what the Prime Minister was expecting but she quickly realized that we were trying to be ‘big time journalists’ and treated us as such. Which meant she was in no mood to take any prisoners. I left with jellied legs.

Here’s the interview—edited for brevity.

The other day, while cleaning out some stuff in my house, I discovered the cassette of the interview and had it transferred to a CD. One of these days I’ll upload the full audio interview. I can barely listen to it—I’m so gobsmacked embarrassed. I can’t believe I was 18 and went into 10 Downing Street to ask The Iron Lady some ‘hardball’ questions.

WAS I OUT OF MY MIND?

Whatever your political persuasion, you’ll enjoy the interview. Please remember that I was just 18 and totally out of my depth. But with all the palaver going on over the movie, I thought it was a good time to write about the interview.

In the school newspaper, Simon wrote the piece after the interview—about going to #10.

Meeting Margaret Thatcher was enormously intimidating. She was at the height of her power and was rock-solid about her politics.

In the almost 30 years since the interview, a lot of people have tried to intimidate me during interviews or simply in the course of daily life. I’ve never been brave enough to say this, but here’s what I always think…

“Look, pal, if you’re trying to intimidate me, give up now. I once interviewed Margaret Thatcher.”

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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. I increasingly specialize in sales pages and landing pages. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.

Copywriter Critiques Audi Super Bowl Ad

For the first time in a long time, I watched the Super Bowl from start to finish. At a Super Bowl party, no less.

As someone who works in advertising, I was curious to see the ads. There was only one that asked for action: Go Daddy.

So the commercials weren't exactly a clinic in direct marketing.

One ad, for Audi, made a huge mistake.

Now don’t get me wrong, I’d love an Audi. I’ve been a VW driver forever and so I’ve always longed to step up to an Audi S4.

Back to the ad. A guy driving an Audi shows up at a vampire party. His headlights are so bright that all the vampires die.

Here’s the ad.

The message is: buy an Audi because it’s got great headlights.

How many people buy a car for the headlights?

Based on my (unscientific) research, people buy cars for: 

  • Engine power
  • Comfort
  • The warranty
  • The low monthly payment
  • Specific need (off road, big family, etc.)
  • Brand loyalty
  • The stereo
  • Gadgets
  • The color 

But do people buy a car for the headlights?

One of my jobs as a direct response copywriter is to work out what’s really important to the reader. If I was writing copy for a car and I presented a draft to the client that emphasized the headlights, I think I would be fired. And with good reason.

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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. I increasingly specialize in sales pages and landing pages. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.

Has the Direct Response Copywriter Become a Commodity?

Has Copywriting Become a Commodity?

I spent 30 minutes with a guy in my office building I know from the neighborhood. He was interested in using direct marketing to find new clients. So I started talking about direct response copywriting techniques.

“There’s no great secret to what we do,” I said. “We execute the proven techniques and they almost always work.”

My neighbor thought for a minute.

“Doesn’t that make what you do a commodity?”

Great question.

Advances in technology in the last decade have turned everything from insurance to flying into a commodity. In the airline industry, nobody really cares about service; they just want the lowest fare. Fair enough.

Gas is a commodity. A gas company may try to differentiate themselves but only a very small number of people care about a brand when it comes to gas. They just want gas. It’s the same for orange juice. I’m looking for the lowest price...the brand that's on sale.

Websites like Elance and Odesk have tried to turn copywriting (and other creative disciplines) into a commodity. And you can get a full-on 10,000 word sales page written for $50 if that’s what you want.

A direct response copywriter will use the techniques and follow ‘the plan’ but the 15% skill that’s required to write a sales letter will keep copywriting from becoming a commodity. It’s not easy to find the benefits that will really appeal to the reader. It’s not easy to get the reader to imagine themselves in a certain place. It’s not easy to get the ever-suspicious reader to become a buyer. It’s hard.

And while nobody is going to pay a small fortune for orange juice, plenty of people are paying big money to the top direct response copywriters. Why? The return more than justifies the investment especially when you consider lifetime value of a customer.

The ‘buyer’ of direct response copywriting who sees us as a commodity is always going to save a ton but is more than likely going to see their landing pages and websites flop. However, the serious marketer understands that investing in the highest level of creative talent pays on the front end and the back end.

Can copywriting be a commodity? You bet. But only if you don't care about conversion.

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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. I increasingly specialize in sales pages and landing pages. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.