Direct Response Copywriter on the Headline Peer Review System

There’s a well-known direct response company that uses a “peer review” system for assessing headlines. This happens before the copywriter gets the go-ahead to write the full promotion.

The copywriter writes 4-5 headlines … plus pre-heads, and subheads. The direct response copywriter also writes the lead.

After submitting the proposed headlines to the copy chief and/or publisher, the copywriter makes some tweaks. Then the other copywriters review the headlines in a conference call. The “peers” give the copy a grade. If it’s at or above a certain grade, the direct response copywriter moves forward with the promotion. If it’s below a certain grade, the copywriter starts again.

I’ve been a direct response copywriter for a long time now so I’m not afraid of a “jury of my peers.” I welcome the feedback. I have a thick skin when it comes to a review. A direct response copywriter is not here to win plaudits from other direct response copywriters. The goal is to get people to buy products and services.

This peer review system strikes me as being fundamentally flawed. My problem is not with the other copywriters, it’s with the process itself. I can love a headline and lead. My client can love a headline and lead. But when the copy goes live, we discover the following: the reader, also known as the CUSTOMER, fails to respond.

Conversely, I can be so-so about a headline, and the other direct response copywriters can hate it, but then testing shows it’s an epic success.

The views or otherwise of seasoned copywriters, while interesting, are ultimately useless. I’m only interested in what creates the highest conversion.

So I have two final thoughts here.

1. Don’t write for other copywriters. Write for the potential client or customer then see if the copy resonates.
2. Start with a basic, “how to” headline. Or the straight offer. My experience shows these beat just about everything else in testing.

The peer review system has some value. But real testing with real eyeballs is always going to be more valuable ... at least to this direct response copywriter.

AND ONE MORE THING ...

Other direct response copywriters have told me they dislike this review system ... to the point where they avoid this company. So the system is fundamentally flawed ... plus it keeps talent away from that company.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting.  This Certification has not been provided by an accredited education institution.  It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.

Direct Response Copywriter on Writing for Free

By Scott Martin, direct response copywriter.

My father is a musician. In fact, he’s one of the world’s top classical musicians. As a professional, he gets paid to play his instrument – the double bass. But he’s attended many an audition where he has played for free in the hope of securing full-time employment with an orchestra. An audition is a speculative venture but with a big carrot.

Is that a mixed metaphor? I hope not.

As a direct response copywriter, should I write for free in order to get some work? I thought about this a few days ago when a company called MAGNETT asked me to join a Copywriting “Fight Club” where I would compete against other direct response copywriters … in front marketing decision makers.

From the email pitch …

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I’m launching a friendly copywriting "fight club" where 2 experts individually write a short piece of sales copy for an existing entrepreneurial product/service. I then run an A/B split test to see which experts' copy converts better, with real-world sales & results.

As a skilled copywriter, I was curious if you might enjoy the fun challenge of a friendly matchup with another expert? It'll also be an opportunity to attract new clients/followers by showcasing your results with real data.

I understand if you’re too busy to answer in depth or would prefer not to discuss given we don't know each other. However, if the copywriter in you has any pearls of wisdom or specific thoughts, they would be greatly appreciated!

Noteworthy contenders already include Joanna Wiebe from Copy Hackers, Will Hoekenga from Copygrad and Peter Bowerman, The Well-Fed Writer.

Thanks in advance and I hope we can connect.

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My reply …

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Thanks, Pete, and you’re kind to consider me.

A couple of questions. What sort of products and services are we talking about? How does the pay work?

Thanks,

Scott

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The reply

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Thanks for the response! 

Some of the businesses interested include: 

http://flavrbox.com/

http://atlaswearables.com/

https://www.enplug.com/

I see it more as an opportunity for the copywriters to grow their audiences than as a direct exchange of copywriting services. So the writers who have agreed so far are doing it free of charge.

I plan to create a leader board of sorts showcasing participating copywriters' performance statistics. I've already had interest in this concept from some online marketing peeps, with followers in the 6-digits, who have promised to share with their audiences when I launch. So there will likely be quite a few eyes on the writers' results, which will likely generate new work. 

And if the business which the copy is written for are happy with writers' results there may be opportunities for more work there too. 

Does that help?

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Quite frankly it sounds like a totally crazed business model.

I write for free and a project could take several hours.

They test against copy from another writer … in real time.

The fight attracts attention for people who buy copy. I get exposure. But there are no guarantees I’ll escape with any leads or money. Sounds like this crowdsourcing junk.

And then we all know how fickle testing can be.

From my end, A v B testing is hard, as any direct response copywriter will tell you. You can get smacked in the face … even if you thought the copy was great.

If a legitimate company wants a spec piece and I’m interested in that company, I will write for free. I will write for charity for free. I will write a free resume for a friend. But I won’t write free copy for a site where I might lose – even though the copy is good -- especially when the guy who runs the site is trying to make money; his business model is based on not paying copywriters. THANKS!

Some companies offer low pay for copy. I won’t write for free in order to get poor pay. Makes sense? I wrote free copy for a contest at the AWAI Boot Camp because it gets me on the radar of a major financial publisher. I met the guy who sends big projects to writers.

To get a direct response copywriter to write for free, there has to be a clear route to tons of work from big names. It will be an audition. I’m OK with that.

But setting up copywriting death matches is a bit much and something I’ll avoid … mostly because I’m busy with paying clients.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting.  This Certification has not been provided by an accredited education institution.  It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.

Direct Response Copywriter on Passion

By Scott Martin, Direct Response Copywriter

As you know, if you’ve read this blog or my blog for Crazy Egg, I’m passionate about direct response marketing. I understand why the world’s biggest companies spend millions on “brand integrity” and the like. But I fail to understand why most companies, of all sizes, ignore direct marketing.

In direct marketing, you measure results. As a direct response copywriter (and direct marketer) there’s nowhere to hide. At times, the results can be brutal. So you simply avoid making the same mistake and you try something else. Eventually, you’ll find what works. And “what works” means the formula that earns you the most money.

But in the world of branding, even small companies pay ad agencies thousands to create “brand awareness” and other such nonsense. I can see spending some money on creating a logo and maybe a tagline but that’s a luxury. Branding agencies specialize in the ethereal world of “feel” and “image” and you can NEVER directly measure ROI … which is exactly how they want it.

Only people in direct marketing relish accountability. And branding ad agencies typically look down their noses at direct response copywriters: we’re vulgar and non-creative.

Whatever.

Meanwhile, here in direct response, we measure ROI in order to help clients maximize their revenue. We don’t seek prizes. We seek money for the people who invest in our services. Branding people love prizes. It’s a vindication of their expertise. Yet the people handing out the prizes never ask about ROI. The judges are in the branding camp.

One of these days, I’m going to take a break from being a direct response copywriter and conduct a little research. I will look at the winners from the local ad club prizes and see how the companies are doing. I won’t be able to find the ROI (of course) from the ads but I can likely tell if the companies are still in business.

Many of my fellow direct response copywriters spend way too much time writing about the chasm between the worlds of direct response and branding. Quite frankly, it gets a bit boring. So from this point on, I’m going to leave the fray and simply focus on helping my clients make globs of wedge.

Unless of course, I run into a branding person who is boasting about winning a prize.

Then the gloves are back off. That’s because I’m passionate about direct marketing.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting.  This Certification has not been provided by an accredited education institution.  It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.

Direct Response Copywriter on What It's All About

By Scott Martin, Direct Response Copywriter.

As a direct response copywriter, my job is to sell stuff. Sometimes, people are actively searching for a product or service I’m helping to sell. Other times, people do not wake up with a desire or need for what I’m trying to sell.

I also write blogs. I read blogs. And I have to admit, I read a lot of super-boring blogs. As such, I’m guilty as charged of the same crime. A friend turned me on to a superb blog about my favorite sports team. Here’s the blog.

Notice the originality. Take note, also, of the controversial tone. So … from this point on, I’m going to put more oomph into my blogs. More originality. Intricate yet slightly crazed phrasing. Taking a stand.

Should I use the same approach in my direct response copywriting? Yes – I have to admit to a certain “straightforward-ness” when writing copy. I’m the salesman in the hardware store who answers your questions quickly and precisely … the guy who gets to the point and points out the benefits without a lot of showmanship.

I’ve purchased stuff from hyper-crazed salespeople and low-key salespeople. I remember a car salesman at my local VW dealership. His name was Richard and he had a sort of “Deputy Dawg” demeanor with a wry sense of humor. He went through all the usual car salesman machinations with an ironic sense of duty … “let me talk to the sales manager about that offer …” and “I’m here to represent your interests and get you the best possible price, Mr. Martin.” I played along with a nod and a wink. As you do.

Yet I have to admit having a soft spot for the “Level 11” salesperson who takes caffeine through an IV. It’s a show, of course.

My natural demeanor somewhat determines my copy. No nonsense. That somewhat ironic sense of humor with the odd burst of craziness. So I often have to work on increasing the volume. Not a problem, usually, for this direct response copywriter.

A client recently told me I have a highly straightforward style. But he was also looking for a “brand voice” for his product. I understand what he was saying. A company like Apple has a voice in its copy; ditto MailChimp – with its quirky commentary.

Finding that voice can take months of hard and expensive labor. Quite frankly I avoid clients who want to go through what’s essentially a beard-stroking branding exercise. I seek clients who are more concerned with selling stuff.

But, as usual, I’ve moved away from my point. What makes for copy that works? Testing will tell you but, ultimately, the focus has to be on answering the key question the customer is asking, “what’s in it for me?”

I like to include some similes and some color into my copy but on a limited basis. Too many metaphors and too much color can be like a cup of coffee with too much sugar … or a cake that’s too rich to eat.

Being boring is the cardinal sin of the direct response copywriter – or any writer.  But being obnoxious can be a huge turn off, as well.

I know two extremely successful direct response copywriters. One of them is the most obnoxious person in the world. And I’m not exaggerating. The other is so shy that some type of therapy might be in order. They both write copy that generates tens of millions in revenue. I’ve heard both of them speak and both, in their own way, are extremely engaging. When it comes to direct response copywriting, start with a mostly straightforward approach to establish a control. Then adjust the volume and test.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting.  This Certification has not been provided by an accredited education institution.  It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.

Direct Response Copywriter on the Young Geeks Who Run Marketing

Technology has created a massive change in the demographics of marketing departments – plus it’s changed the dynamics of start-up companies.

Before the Internet became a viable marketing platform, older and more experienced people ran marketing departments and provided marketing advice. Today, it’s often bearded and bespectacled “geeks” in their 20s and early 30s who run the show.

Bob Bly talks about this in a recent newsletter when discussing today’s battle between youth and experience.

“It does not mean that in a dispute on marketing between a graybeard like me and the young kids today who run marketing in most corporations, I am always right - or even mostly right."

I’m in my 40s (I know … I look younger) so I’m sort of between the weathered veterans and the youngsters.

If I were a young marketing decision maker, I would listen to Bob and other veteran direct response copywriters.

Here’s why.

The core principles of direct response marketing transcend technology. Technology simply provides new platforms for the direct response copywriter and direct marketers.

Why do companies, large and small, give the keys to the marketing car to the young “geeks" instead of the veterans with 35 years of direct marketing experience?

And by saying “geeks” I’m not being rude. They call themselves geeks, too, and in my experience, try to out-geek each other with the latest hoodies, sneakers, and video games … the core elements of the geek culture.

But I digress.

Executives give these youngsters a lot of width because they’ve been seduced by two marketing fallacies …

1. Social media is the next “big thing” and it will transform marketing and render traditional direct response marketing obsolete.
2. Technology is the answer to every marketing problem.

Because the geeks grew up with social media and because they know how to use the technology, many companies give the geeks a lot of leverage, width, and money.

The current obsession with social media as a marketing tool will come to an end in the next 12 to 24 months. Why? Because it’s so difficult to measure ROI from Facebook posts, Twitter feeds, and the rest of that guff. Accountants run big companies these days and they demand marketing ROI.

Maybe you’ve heard of Klout – which might be the poster child for the lunatic excesses of social media.

Sign up for Klout and Klout gives you a ranking based on your social media influence.

The more influential you become, the higher your Klout score.

If you "earn" a high score, Klout’s partner companies (clients) send you stuff to try and test. Could be an Audi to try. Could be a $5 coupon for chicken nuggets.

Either way, Klout hopes you will send your thoughts about the Audi or chicken nuggets to your social media followers.

At that point, your social media followers drop everything to buy an Audi or they gorge themselves silly on chicken nuggets.

Really.

Yes – it’s bonkers crazy and perhaps the most lunatic marketing model I’ve seen (and I’ve seen plenty of lunacy). But Klout gets traction (and clients) because it’s hip and revolves around social media. "FINALLY! Here's your way to make money from social media!" they bleat.

OOOOOOHHHHHH!

Because they understand how to use the tools, here’s what the really smart geeks are starting to discover. Direct marketing principles generate more money than social media marketing. Or at least they can measure the results from direct marketing.

I recently worked for a company run by three 20-something geeks and they hired me primarily for my direct response copywriting skills and direct marketing know-how. They were smart enough to test like crazy and, marrying their technical skills with a direct response copywriter, they TONNED it and the owners have cars and condos costing well into the ‘2 comma’ range.

In my experience, there are two types of marketers. The “branding” boys and girls who want to create warm fuzzy feelings and something called brand awareness. Their idea of success is a wall in the agency that’s full of awards. The other marketer is the direct response marketer who creates marketing that generates a direct result and is constantly striving to improve revenue and conversion. The latter is accountable.

We’re now seeing this bifurcation among the geeks. On the one hand, you have geeks who are obsessed with technology, social media, and bizarre marketing models (Klout). But there’s a new type of geek emerging from the dark ashes of social media campaigns … the direct response marketer. The second type of geek doesn’t necessarily realize they’re a direct marketer … but they will … as they continue to earn vast quantities of cash through the application of direct response principles.

The “smart” geeks, driven by data, will soon discover (if they haven’t already) that a direct response copywriter is much, much more valuable than any blog poster, social media “guru” or other pretender who is trendy, hip, and not much else.

Sadly, there are plenty of well-respected geeks out there who say things like “copy is dead” and “it’s all social media now” and "nobody reads long-form copy anymore." They speak at seminars and on webinars and they collect huge consulting fees for being dead wrong.

Don’t believe a word they say. I recently wrote a golf campaign for some wedges. Each wedge cost $149. The campaign generated over $1.6 million in sales. I wrote long-form copy. Message to geeks (and others) … social media could not … and will not … EVER produce that type of result.

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I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.

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Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting.  This Certification has not been provided by an accredited education institution.  It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.