Key Ingredients for Successful Direct Response Copy
I’ve often been asked how I can justify charging $18,800 a day as a marketing consultant or up to $100,000 to write a sales letter, ad campaign, video script, etc.
That’s easy. Words matter. And I’ve developed a keen sense for picking and combining words that I know will sell.
Now you may wonder if I’m really 20 times better than a copywriter who charges $5,000 to write a sales letter, ad campaign, video script, etc.
Of course not. Better, yes. But 20 times better? No. The fact is, I’ve carefully developed and built a reputation over the years which allows, even requires, that I charge these kind of fees.
HOW you say something is at least as important as what you are saying. I normally edit myself as I write. And I’ve developed a silent alarm that goes off when I see or hear words that will turn off the reader. And I will admit to spending hours agonizing over the choice of just a few words in anything I may write. I struggle over whether or not to use them. If not, what words should I use that will work better.
Over the years I’ve perfected a system for mastering the HOW when it comes to using words to say the right things and sell a product or service. So this, in part, justifies my fee.
When it comes to results, if you have good marketing systems in place and you are not making money or sales are shrinking, check the copy. If it worked well at one time, but the numbers are dropping off, you may just need to make some minor adjustments to the ad or direct mail. Everything runs its course in due time. Advertising copy is no different.
If the copy isn’t working at the very beginning, don’t necessarily ditch everything. There very well could be key elements or parts that are worth hanging on to and building around. Maybe a key element, like the opening paragraph, needs to be re-worked. What’s important is that you need to know how to identify what’s missing or what’s working so that you don’t end up wasting a lot of your time and money testing.
Here’s something else to keep in mind: great copy can sell just about anything. And great copy can help you sell on your terms. This means your customers, clients, patients or prospects buy your products or services on YOUR TERMS. It’s one thing to be able to sell and make money. It’s another thing entirely to earn money the way you want to make money.
Always remember: applying better sales copy gives you a distinct competitive advantage, no matter what kind of business you are in. Because your copy is better and works harder, it automatically makes what you’re offering more appealing to the audience you’re trying to reach. This will always give you a leg up in the sales situation, time and time again.
And here’s the greatest secret of all when it comes to writing compelling direct response copy and making lots of money: no matter who your client may be, everybody buys the same way. They all go through the same process and they all go through the same emotions.
I first started making money by writing sales copy when I was 17. I learned quickly that to become a successful copywriter, you need to tap into the emotions people go through when deciding to buy something and play off those emotions to clinch the deal.
Being a copywriter is all about the WORDS. And words sell across all demographics. Don’t underestimate the power of words. If the words you are using are only adequate, they will not get the job done. And in today’s competitive environment, you cannot afford to use adequate words.
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Source: Dan Kennedy