Scamming? Direct Response Copywriting Email Archive March 2019 3

March 2019

AM I A SCAMMER?

Last week, I received a curious email through my website.

The question: “How does it feel to be a scammer?”

I don’t know the person who sent this and I didn’t reply. I’m not a scammer and I’m careful to avoid clients who are eager to scam people and generally engage in malfeasance. I can spot these reprobates and blacguards a mile away.

But I understand why people think that direct marketing is a scam. There are lots of scammers in direct marketing and lots of scammers who use direct marketing techniques to sell their products and services.

Every single one of my clients offers a guarantee. And they stand behind it. Nobody forces my readers to try the products I’m selling. I never write hype and I never lie about a product or service. There’s no ‘bait and switch’ and nothing stupid or hidden. My style is clear and straightforward and I don't write the type of "hyperventilating" guff that some copywriters, some of them well respected, think is mandatory. I write golf copy and there's a famous, or infamous, golf ad from several years ago. Something about a golfer with one arm hitting the ball a million miles. No. I don't make absurd claims just to get someone's attention.

There’s no need to lie or obfuscate. The people who read the copy have a need for the product or service I’m writing about. The product or service helps the readers get where they want to get. Only amateurs and really bad copywriters rely on telling lies and/or absurd hyperbole.

Want scammers?

In banking, a large national bank opened up fake accounts for customers and charged them a fee.
Car dealers regularly show a car at one price and say “but that exact car isn’t available anymore.”
How many rock bands have had their “final final shows ever.”
I used to work for a newspaper and the editors regularly organized stories around the publisher’s agenda. Facts? Let’s not let them get in the way of someone's agenda.

Fact is, you’ll find scamming and scammers in every industry. Yes, you’ll find them in direct marketing. But if you’re a direct response copywriter, you can avoid the scammers.

I understand why people are skeptical about direct marketing. Just look at your email. And there are several copywriters who are happy to push well beyond the boundary. What’s worse is that several people in direct marketing put these copywriters on a pedestal. I find this to be inexcusable.

Now … I work hard to put the truth and the product or service in the best possible light. Why would I not? But that’s NOT lying and it’s not scamming.

And once again, I make it totally clear you’ll get your money back if you don’t like what you bought.

But if you want to see an example of scamming in direct response copywriting, look no further than copywriter groups on Facebook.

There are quite a few of them. I was in one for a few months and I just left. It’s a so-called “private” group with almost 20,000 people. Not exactly private.

Here’s the basic premise.

Join and you’ll get general advice about writing copy from other copywriters. Plus there are people who need copy who will post jobs.

Advice plus opportunities to meet people willing to pay copywriters for copy.

Sounds good, right? What could be wrong?

So … why did I leave?

The other day, I saw a post by someone who wanted a full-on AR series outlined for … FIFTY DOLLARS.

Writing that series would take about two days of work. I would charge a lot more than $50 for my time and expertise. So would you.

The moderator of the group said he had to delete over 50 “snarky” comments about the fee and the person who wanted the AR series.

Is that censorship? We could have a long debate about that. I’d tell you it is.

But here’s the point. The person who wants the AR series for $50 is a scammer. Or stupid. Or both.

And the person who organizes the “private” Facebook group is a scammer. He’s happy to organize, to help himself in some way, a group where really bad clients (and yes, they’re ALL really bad) can try to scam copywriters by offering really bad terms, really bad pay, and really bad products. Complaints? Don’t try to complain in that group … and all the similar groups.

And I’m a scammer?

But the organizer/moderator is only a scammer if you let him/her be.

If you’re relying on a Facebook group to find clients, then stop immediately.

And when it comes to finding clients, I’ve said it many times before.

The best way to find clients is to target who you want to work with/for and let them know you can help them … and prove it.

OK ... I fully admit to some venting here. There are so many great people in direct marketing and I hate it when a few genuinely awful people give direct marketing a bad name. Oh well ... I'll keep moving on, NOT being a scammer.

All the best,

Scott Martin Direct Response Copywriter

P.S. Over the next few weeks, I'll write a series about direct marketers and direct response copywriters to follow, starting with David Ogilvy.

Attending a conference or not? Direct Response Copywriter Email Archive February 2019 1

February 2019

Should You Attend Conferences and Similar Events? The (Perhaps) Surprising Answer.

If you’re a direct response copywriter or if you’re a direct marketer, you could attend a conference or seminar or some type of salient event every single week with the possible exception of the last two weeks of December.

And that’s attending in person. You could also attend events virtually or buy access to the DVDs or videos after the event.

Should you attend events like seminars and conferences?

For about 6 years, I regularly attended events. Plus I was in a marketing peer group and we met 3 times a year.

I spent quite a bit of money attending the events. There’s the cost of attending plus the cost of travel plus the indirect costs associated with not writing.

Was it worth it?

Yes and here’s why …

I learned a huge amount about direct marketing and direct response copywriting.

It was fun to travel and see new places.

I got to meet a lot of wonderful and fantastic people.

On many occasions, I got to meet some fascinating and accomplished pros.

I received some assignments directly from certain direct marketing companies.

It also sent a message to my clients that I’m working hard to improve and learn.

I have taken what I’ve learned directly to my clients and to my practice.

However, at least for the next several months, maybe longer, I’m probably NOT going to attend any events.

I just received an invitation to attend an event next month in Brooklyn. It’s for direct response copywriters and I’m not even remotely interested in going.

Why?

For that particular event, I know some of the speakers and they’re rubbish. There are some accomplished copywriters who are attending but I’ve heard them speak before. I know what they’re going to say.

I’ve heard a lot of great speakers but I’ve also seen some speakers I find a bit galling. I don’t agree with their basic approach OR their presentation is/was poor. But that’s to be expected. You can’t like ALL the speakers at an event.

It’s happening less and less but some conferences are partly a pitch-fest where the speakers are trying to sell something. That’s a controversial subject.

After about 4 years of attending events, something interesting happens. The same speakers start appearing at all the events. There are speakers who are simply famous … for being famous.

Sometimes, an event planner really works extremely hard to find people who aren’t famous but are really getting it done. Those are the people I want to hear and meet ... even if they’re not the greatest speakers.

My ego says, or used to say, that I should be up there on the platform speaking. But I’m not super-interested in that anymore. I’m more interested in helping my clients succeed … and building my own business. I have plenty to say, based on my success, but event organizers never contact me. But I don’t contact them, either. It’s not a big deal, really.

So take some time to attend events but check out the speakers and the organizers first. You’ll learn a great deal at the right events. But, after a while, you might end up hearing the same material. Then it's time for a conference sabbatical.

All the best,

Scott Martin

Finding the Right Fit. The importance difference between motivation and persuasion. Direct Response Copywriting Email Archive January 2019 2

January 2019

Finding the Right Fit

There’s a huge difference between persuading and motivating.

Many times, people will say to me, “your job is to persuade people to spend money” ... or something like that.

“Not true,” I say. “My job is to motivate potential customers to try a product or service.”

Persuasion is almost impossible. Persuasion is trying to change someone’s mind. It’s trying to sell a golf club to someone who likes quilting. It’s trying to sell a quilting course to a golfer. And so on.

Motivation is selling a golf club to a golfer. Motivation is selling a quilting course to someone who loves to quilt.

When someone really wants to know what I do as a direct response copywriter, I say …

Over here you have people who want or need something.

And over here, you have a product or service that helps people get what they want or need.

I let the people who want or need something know about the product or service.

Golfers need to know about a new driver.

Quilters need to know about a new quilting video.

There’s a definite similarity between the right match between product and customer … and client and direct response copywriter.

I’ve geared my entire website around attracting the right type of client and repelling the wrong type of client. You should do precisely the same with your site and all your communication(s). Here's a link to my site.

In a perfect world, you’ll find clients who genuinely understand your true value and the success you can bring. The people who see direct response copywriters as a commodity are doomed to failure. Let them fail. Maybe they will understand their mistake. I hope so. I don't want to see people fail.

The top direct marketers I know will pay properly for an outstanding direct response copywriter and take care of their copywriter(s).

There are other ways to determine if the fit is correct. It’s very individual.

When there’s a good fit, work really hard with that client. But when there’s a bad fit, get that client out of your world.

All the best,

Scott Martin

Defining Who You Are. Direct Response Copywriter Email Archive January 2019 1

Remember Who You Are and What You Can Do

I'm certain this happens to you.

It happens to me almost every day.

I meet someone for the first time and they ask me what I do.

When I’m not teaching skiing, I reply ...

There are two things.

One, I’m a part-time ski instructor. Two, I’m a direct response copywriter.

It’s pretty easy for people to understand the former. But, as I’m sure you’ve discovered, it’s much harder for people to understand the latter.

Out of every 400 people, 399 will have NO CLUE what a direct response copywriter is/does. Many think I’m a lawyer, specializing in intellectual property. No.

I get the “blank stare” from people with MBAs, from successful business people, and even from people in marketing.

I’m actually still struggling to explain precisely what a ‘direct response copywriter’ does. One of these days I’ll figure it out. For a while, I referenced infomercials and used phrases like "but wait, there's more" but that's not really accurate.

Part of me wants to say, “I help people become fabulously wealthy and successful.” That’s true. I can think of two clients who have become … fabulously wealthy and successful. I’m just one part of the success but direct response copy has played a big role.

Remember the power you have. It’s not an egotistical type of power. It’s the power to motivate people to try a product or service that will help them reach their goals.

It’s a valuable skill and Dan Kennedy calls it, quite rightly, a super-power.

There’s no need to be a jerk with potential clients. But when they don’t really understand the value you provide, why work with them?

Or let’s put this in a more positive light. Find clients who truly understand your value. Get paid appropriately.

All the best,

Scott Martin

The Power of Clarity. Professional Copywriter Email Archive November 2018 2.

NOVEMBER 2018 2

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

The Power of Clarity

Ask a bunch of direct marketers and direct response copywriters, “what’s the most important thing in direct marketing?” and you’ll get a lot of different answers.

The list. The offer. Proof. Testing. Headlines.

And so on …

All of the above must be there.

But here’s something you rarely hear. THE POWER OF CLARITY.

In the branding world, obtuse and obscure ads are still popular. I’m certain you can think of examples. These ads are clever and super-intelligent and there’s no way to determine their success or otherwise. That's exactly how people in branding want it. These ads often win prizes handed out by people are interested in producing obtuse and obscure ads.

But in direct marketing, we’re all about clarity … or we should be.

I routinely see direct marketing advertising where the benefits, features, and the offer are not totally clear. I work extremely hard on making sure my copy is totally clear.

The reader must INSTANTLY understand exactly what’s going on, and, most importantly, what’s in it for them when it comes to the product or service.

Look at my work for my clients and it might seem overly simplistic. I keep the headline clean and clear. I organize the copy so the scanner “gets” what is happening right away. And in the body of the copy, I make totally certain the reader fully understands what he/she will get in return for their money and/or information.

I get this desire for clarity from the work of Gary Bencivenga and Clayton Makepeace. Their copy is always crystal clear. You can easily find examples of their work online.

The next time you’re watching network TV, pay attention to the clever, obtuse, and obscure ads. You’ll see plenty of them. Then switch to QVC and you’ll see total clarity. At QVC, they measure their annual revenue in the BILLIONS. Look at other ads, direct or branding. Is everything extremely easy to understand?

Here’s a reason my copy resonates with potential customers and motivates them to try a product or service. CLARITY.

Before your ad goes live, ask yourself, “is everything totally clear?”

All the best,

Scott Martin 

Suspension of Disbelief. Direct Response Copywriter Email Archive November 2018.

NOVEMBER 2018 1

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

Suspension of Disbelief

Quite a few writers and marketers have joined the list of people who receive these emails. Welcome!

Here’s a headline I recently saw in a newspaper. Not a tabloid or a downmarket newspaper … one of the world’s most respected newspapers.

How blasting worms into space could help slow down the aging process.

I imagine you’ll want some proof. Here you go.

It’s actually a legitimate article. You can see it here.

Scientists from the United Kingdom who are studying the impact of age believe they will gather important data from micro-worms. It appears these worms, when they are in zero gravity, will provide insight into energy production in the cell under rapid aging circumstances. People age faster in space. They also lose their eyesight and get taller.

Whatever might be happening, you have to admit this headline is totally bonkers. Let’s see it again.

Note the British English spelling.

How blasting worms into space could help slow down the ageing process.

Imagine what might happen if I wrote a headline like that for a client. The client would justifiably tell me there’s potential mega-trouble with the FTC and other government entities. The client would likely fire me from the project.

Yet that headline is actually an excellent example of a headline technique called ‘suspension of disbelief.’

You hear this technique every day in normal conversation. Examples ...

"I got the best steak I ever had at Denny’s last night."

"I was flying to New York in coach and the flight attendants decided to give us champagne."

"It was snowing in Miami the other day."

"Our flight to Miami was delayed due to ice ... in MIAMI."

"You won’t believe this, but I got the best deal on this really good Bordeaux … in the drug store."

Gary Bencivenga used this technique with this headline template.

Believe or not, this xxxxx is better/safer than xxxx ... plus provides these advantages.

Advantage 1. Advantage 2. Advantage 3.

I’ve seen other copywriters use suspension of disbelief but based on a pure lie. I’ll protect the guilty but here’s a version of a somewhat famous ad.

“Man with one arm and one leg wins Olympic record for shot put and discus in the same day … thanks to ‘secret’ strength technique that's available to everyone for a limited time."

Or …

“Lose 10 pounds every 14 days by thinking about beautiful women.”

Yeah, right.

I use the “believe it or not” headline periodically but here’s the most important part of the suspension of disbelief template.

It must be truthful.

For example, the headline from the newspaper is somewhat silly but the science and the facts actually make sense.

I’m going to have a hard time believing that Denny’s offers the best steak anywhere.

But I can believe it when an airline gets a little crazy and starts offering champagne … especially when there’s a photo from a friend.

There’s NO WAY a person with one arm and one leg sets records in the shot put.

Scallywag copywriters, and there are plenty out there, use suspension of disbelief and keep lying. That’s lazy copywriting.

Seriously good copywriters, like Gary Bencivenga, use suspension of disbelief to get your attention and then prove the premise in the headline. It can be a powerful direct response copywriting technique.

The key is research. Those scallywag copywriters are too lazy to perform the research. The top copywriters discover the suspension of disbelief headline in the research.

Worms or no worms.

All the best,

Scott Martin