Direct Response Copywriter on Making it Easy

By Scott Martin, Direct Response Copywriter.

Writing direct response copy is always a challenge. My clients expect the copy to turn readers into buyers – it’s the reason they hire a direct response copywriter.

So direct response copywriting is not for meek. You MUST understand the fundamentals then seek to become an expert. No writer ever really masters this craft … or trade … or profession … whatever you want to call it. Like other direct response copywriters, I’m simply trying to improve a little every day.

I’m never going to say it’s easy to write copy but there’s one instance when it’s easier and another when it’s significantly more difficult.

Let’s start with the latter. Sometimes, a client will ask me to write copy aimed at two, three, or even four groups. Yes, the product might appeal, and be useful to, a broad range of people but writing copy for different people with different interests can be excruciatingly difficult. The copy ends up diluted and vague, at best.

Think about a car salesperson trying to sell a car to a room full of people, all of whom want something very different from a vehicle. I’m not sure the salesperson would sell much. However, in a one-on-one situation, the salesman can really discover what’s motivating the buyer and will focus on the features that truly appeal to the buyer; it might be the sound system or it might be the mileage.

So when the copy is really, really focused on the person who can, and will, buy the product, it’s easier for this direct response copywriter to write the copy … and the results are always significantly better.

Marketing is always easier when you initiate a conversation with the person who will, and can, buy the product or service. You will get this key person to buy PLUS you will get others to buy … always a pleasant surprise.

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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 My New Book

I'm pleased to announce the publication of my latest book: 103 Ways to Earn Money as a Professional Writer.

You can order it here.

Here's the cover.

Thanks to Christy Goldfeder for helping with editing and set up.

Being a direct response copywriter is ONE of the options, not surprisingly.

The book is for you if you're:

• Simply curious about the writing business
• Serious about switching careers
• A college student or recent graduate looking for a cool career path
• Looking for a useful side income
• A writer looking for a different niche

Here's the full description from Amazon's site. Click here to order.

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If you’ve EVER thought about getting paid to write, pay close attention.

Companies and individuals will pay you real money to write anything from blogs to TV shows and from advertising copy to science fiction novels.

Some writers earn a useful side income from just a few hours a week of simple writing. Others quietly take home over $1 million a year. There’s a HUGE demand for writers.

Author and direct response copywriter Scott Martin reveals 103 categories where writers can enjoy significant income. And Martin reveals how to get on the road to earning over $50,000 a year as a professional writer in 90 days … even if you have NO experience.

You will also discover:

12 super-hot categories where companies are DESPERATE for writers.
How to choose the right niche.
Declining areas of the writing world.
The one key to getting started.
What NEVER to do if you’re serious about making writing your career.
8 surprising facts about fiction writing.
The secret category where writers earn a “two comma” income.
How to write for the music world.
Links to 89 writing organizations for additional information.

This book is for total beginners or writers who want to switch into a different niche.

Maybe you’re a college student looking into career options. Maybe you want some useful part-time income. Maybe you’re looking for a career change. Whatever your goals, you will discover vital introductory information about the world of professional writing.

Martin provides:

A description of 103 writing categories

What you can expect to earn

The work involved

How to break in

Street smart advice

Where to find additional information about the category

After reading this book, you can make an educated decision about the next steps in your writing career.

The first chapter of Martin’s book details a category where total newcomers can expect to earn well over $50,000 a year. The demand in this will continue to explode in the next 10 years.

But Martin also reveals “stealth” categories where writers are not called writers … but write all day.

Here’s the beauty of becoming a professional writer: you can earn money from your passion. If you’re crazy about poker, you can write about poker. Or if your passion is quilting, you can write books, blogs, articles, and other content … and earn money writing about your hobby.

With the world’s demand for information increasing, NOW is the time to become a professional writer. The Internet currently serves up 14 BILLION pages. These pages must have words written by writers.

It gets even better …

Professional writing provides flexibility. You can work at home, giving you a full-time job without the commute. Or you can freelance for companies around the world while you sit in a coffee shop sipping espresso drinks. Or you can start a career with a major corporation … with all the benefits and perks.

And professional writing can help you reach your financial goals. Martin describes 39 categories with the potential for annual income well over $100,000 … and 17 with the potential for annual income over $1 million.

That’s right … very quietly, writers around the world are earning more than lawyers, doctors, and high-level executives. However, certain categories provide routinely low pay and Martin helps you avoid these areas.

And if you’re not convinced of the ever-growing need for writers, take a look at this site. That’s right … right here on Amazon, you’ll find authors earning tens of thousands. And companies pay writers for book and product descriptions. Writing for retail websites is just ONE category with a whopping demand.

So the opportunities for writers are stronger than ever … get this book now to discover more about these opportunities. Before you know it, you’ll be earning money as a professional writer. Click the “buy now” button or give the book as a gift. Or add it to your wish list.

And welcome to the world of professional writing.

Order here.

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And for what it's worth (not much) it's my 16th book. You can see the full list here.

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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 Key to Direct Response Copywriting

I was reading The Daily Telegraph online the other day. As a direct response copywriter, I need to keep up with current events. And sports. So I read a serious daily newspaper.

One article caught my attention … and it suddenly dawned on me what direct response copywriting is all about.

That key word: ATTENTION.

A story held my attention for five, maybe 10 minutes, even though I was really busy. It’s about GRIPPING the reader. Sometimes with fear. Sometimes through passion. But always through emotion and inquisitiveness. Back room stories. Fresh threats. Insider information. The scoop. Your love life. And so on.

That’s the start. And the place for the direct response copywriter to discover what and how to get the reader’s attention is a newspaper, news website, trade journal, or enthusiast’s magazine/website. The writers and editors know how to get your attention, grip you, and fascinate you … so you keep reading.

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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.

*

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 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.

*

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.

*

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.