Direct Response Copywriter on Yahoo's Copywriting Advice

I was on Twitter and, after several years, finally clicked on an ad. The ad was for a free download/ebook from Yahoo titled "Writing Ad Copy That Converts."

The author is Frank Palmieri, who, according to LinkedIn, is Manager, Creative Strategy at Yahoo. He works in Burbank.

I'm sure you can find the download but if you can't, see if this link works.

As a direct response copywriter, I'm constantly downloading "free" guides to copy and direct marketing. Here are my thoughts about the Yahoo lead magnet.

• It's clearly written for novice advertisers who are new to Yahoo. Nothing wrong with that.
• The content sort of veers toward the "branding" side then happily moves back to the direct response side.
• I love the emphasis on testing. Testing will show that direct response copywriting techniques will always win.
• The ebook states, "The best copywriters are also the best storytellers." Sometimes that's true ... sometimes it's not. A good story can help to improve conversion but not always. It depends on the product and the audience.
• The ebook is ultimately about direct response copy but uses different language to describe it. I like the emphasis on direct marketing tactics.

We're told to "Eliminate unnecessary words ... words like “that,” “furthermore,” and “in addition” don’t add anything to your writing. Those words are VITAL to a direct response copywriter.

The message is ultimately more important than semantics. The reader is asking "what's in it for me?" and isn't too worried about exact phrasing.

The ebook is just 15 pages and you're not going to learn much about copywriting in 15 pages ... BUT ... it's a start. It's excellent to get the reader excited and curious about copy.

If I had written the piece then I would have provided suggestions for further reading.

But I'm glad Yahoo is providing this piece because it helps business owners understand the importance of copy ... and some copywriting fundamentals.

Put 100 direct response copywriters in a room and they would have written 100 different versions of this ebook. This proves, perhaps, my point about testing and why I'm so excited it's part of the ebook.

There's no right or wrong in copy: just testing.

*

I'm a direct response copywriter. I write direct response copy for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or contact me here when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.

Direct Response Copywriter on How NOT to Find Copywriting Clients Part 7

How NOT to Find Copywriting Clients. Part 7.

A Series of Essays for Copywriters and Fellow Creative Professionals.

*

NOTE: You're reading a series of essays about how to find copywriting clients ... and how NOT to find them. This series will be extremely controversial. Read the blogs and you’ll discover my experiences with finding direct response copywriting clients … what works and what’s a waste of time. The goal is to help you find “elite” level clients with deep pockets who are looking for top-quality creative talent.

*

Method #7. Websites Making Big-Time Promises

What’s crowdsourcing? It’s something you might be asking.

It’s not elance, guru, and all the others of that ilk. The “pure” crowdsourcing sites send out a creative brief then ask writers to write or come up with ideas FOR FREE in the hope the people running the sites will choose the work.

You could literally work for several years and not get paid.

Amazingly, several direct response copywriters – and other creatives – are more than willing to “work” this way.

The people who run the “pure” crowdsourcing sites are the lowest form of pond scum who will happily rip-off ambitious creative types. Avoid crowdsourcing at all costs – especially if you’re a serious direct response copywriter.

The top way to find clients is to create your own list of "ideal" clients then go after them. I have a hand-crafted list of 2,000 potential clients. To get access to this list, click here now.

*

I'm a direct response copywriter. I write direct response copy for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or contact me here when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.

Direct Response Copywriter on How Not to Find Clients. Part 6.

How NOT to Find Clients. Part 6.

A Series of Essays for Copywriters and Fellow Creative Professionals.

*

NOTE: You're reading a series of essays about how to find clients ... and how NOT to find them. This series will be extremely controversial. Read the blogs and you’ll discover my experiences with finding direct response copywriting clients … what works and what’s a waste of time. The goal is to help you find “elite” level clients with deep pockets who are looking for top-quality creative talent.

*

Method #6. Websites Making Big-Time Promises

There are sites out there like Elance that match people who need copwyriting with direct response copywriters. Elance is the 900 pound gorilla in the space and I have to imagine it’s highly profitable. There are other big-time sites that essentially do the same thing.

As a result, imitators have appeared. They want you to list yourself … for a fee … with the promise that potential clients will definitely find you.

Some sites are somewhat rudimentary while others are quite technically complex … and well designed. It’s possible you might find a client or two but it’s unlikely. The reason? These sites rarely have any traffic because the site owner doesn’t want to buy traffic. Typically.

I’ve listed myself on some of these sites. I’ve even paid a fee. I hate to say it but many sites are simply trying to scam a monthly fee out of you before you realize it’s all a waste of time.

With these sites, you’re basically HOPING to find the right clients. Marketing is NOT about hoping. Marketing is about being aggressive and taking what you want.

If you're serious about becoming a serious direct response copywriter then you have to go out and find the clients you want.

To find these clients, you need a database ... and you can find it here.

*

I'm a direct response copywriter. I write direct response copy for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or contact me here when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.

Direct Response Copywriter on How NOT to Find Clients. Part 5.

How NOT to Find Clients. Part 5.

A Series of Essays for Copywriters and Fellow Creative Professionals.

*

NOTE: You're reading a series of essays about how to find clients ... and how NOT to find them. This series will be extremely controversial. Read the blogs and you’ll discover my experiences with finding direct response copywriting clients … what works and what’s a waste of time. The goal is to help you find “elite” level clients with deep pockets who are looking for top-quality creative talent.

*

Method #5. Trolling Sites Like Warrior Forum.

To be completely frank, I don't spend too much time cruising around sites like Warrior Forum. It's a site for Internet marketers. Sometimes, when I visit these sites, I come across a direct response copywriter who is looking for a gig. Sometimes there are marketers who are looking for copywriters.

I'm sure there are people who love these sites. And some copywriters find gigs this way. But these sites are ultimately like the Wild Wild West: pretty much anything can happen plus you'll find plenty of "black hats" ... people who are not exactly playing by the rules. Yes -- there are plenty of marketers who are fine and perhaps I should spend more time trolling around. But my sense is there are plenty of clients with little or no money ... but massive reputations.

There's a better way to find clients. If you want the top clients then you have to be aggressive and go after them.

To find these clients, you need a database ... and you can find it here.

*

I'm a direct response copywriter. I write direct response copy for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or contact me here when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.

Direct Response Copywriter on How NOT To Find Clients Part 4

How NOT to Find Clients. Part 4.

A Series of Essays for Copywriters and Fellow Creative Professionals.

*

NOTE: You're reading a series of blogs about how to find clients ... and how NOT to find them. This series will be extremely controversial. Read the blogs and you’ll discover my experiences with finding direct response copywriting clients … what works and what’s a waste of time. The goal is to help you find “elite” level clients with deep pockets who are looking for top-quality creative talent.

*

Method #4. Major Job Sites Like Monster and Career Builder.

Again, you're going to think I'm crazy. You will place your resume on these job sites ... plus some minor ones. You can get a steady stream of jobs for which you're qualified. Recruiters will also find you.

In my experience, many of the jobs listed on these sites are not the best gigs. They're "jobs" with companies who may or may not respect great copy. You might find a better-paying gig on a site like The Ladders which advertises jobs with higher salaries.

Yes -- you'll find my resume on these sites. I get a call time-to-time from a recruiter. But the recruiter is simply trying to place as many people as possible in jobs. The gig might be good. The gig might be terrible.

I tell everyone to make sure they have an up-to-date and keyword optimized resume on all the big job sites. But … again … it’s PASSIVE and you’re at the mercy of a head hunter.

You're going to have a full-time gig and perhaps you like that. Perhaps you don't. I prefer to have several different clients. If you're a younger copywriter, then the experience working for a larger group might be valuable.

However, ultimately, if you want the greatest clients then you have to GO AFTER THEM. To find these clients, you need a database ... and you can find it here.

*

I'm a direct response copywriter. I write direct response copy for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or contact me here when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.