Several business people wind up tearing their head of hair apart when trying to get a very good primary result copy writer.

1. Secrets to Successful Direct Response Copywriting
Direct response copywriting is probably the most powerful but most misunderstood and
wrongly used marketing tool available to the small business owner.But what it really means it
didn't work for them on that occasion. Because the truth is, a well crafted direct mail piece to a
good list and containing an irresistible offer is as good as money in the bank.I personally have
created a direct mail piece for a client which got a 57% response rate and a 46% conversion rate
on a £6,000 item. Her Return on Investment.That means for every £1 she invested in the piece,
including my fees, she got £36 back in her pocket. Now tell me direct response copywriting
doesn't work for small businesses!Of course, there's more to it than just having any old letter
sent haphazardly to a list of people you think might want to buy your stuff.
Direct Response Copywriter
The very first two things to understand are ROI and testing.The first, ROI, is important because
you need to make sure your marketing is at least breaking even, and preferably making a profit;
although there are times you can profitably not make money on an initial mailing.Secondly,
testing: don't send more than 1000 of any new mailing. Even as few as 500 is enough for you to
get a good idea how it's going to perform.Don't send 10,000 pieces of direct response
copywriting in an untested mailing unless you like losing a lot of money! I talk about ROI and
testing in much more detail in my newsletter -- see below for details.So let's get on to the other
things you need to consider before you even sit down to write your direct mail piece.
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It's no good sending a letter selling pork sausages to a list of vegetarians, or condoms to a list of
nuns! Your list of existing customers is the place to start!In the example above, the one which
gave my client a 36:1 ROI, she sent it, against my advice, to a poorly chosen list... and got a
ZERO response rate, ZERO sales and ZERO ROI! Yes, and she blamed me... meaning she was
instantly an ex-client.The list you choose is the most important thing in any mailing. It's that
simple. So take your time and really think it through before you decide whom you're going to
mail to.Because, believe it or not, the postal service isn't always that reliable. Mail looking like
"junk" mail is neither expected nor valued.
Marketing Copywriter
It's too easy for the recipient to throw it out without opening it.But if your direct response
copywriting is in a letter that looks personal, then not only will the recipient want to open it,
but the postman, and any staff in the mail room are more likely to pass it on without classing it

2. as "junk".If they don't open it, they can't read it. If they don't read it... then they can't respond
to it and give you money.Hand-addressing the envelope and using a live stamp go a long way to
getting your direct mail advertising opened as well as delivered. But there's more you can do,
too.
Direct Response Copywriting
Attention, Interest, Desire, Action! Write long copy rather than short copy and forge that
emotional connection.Be sure to have a proper offer, a genuine reason for them to respond to
you. Don't just say, "call us if we can help". They won't. There's no drive, no urgency there.It's
called direct response copywriting for a reason: it's direct. Straight from you to your prospect,
and the response comes right back to you if you tell them how to respond to it!Not only do you
need to make them an offer in all your direct mail, but you need to tell them exactly why, how,
and when they need to respond to it! And the more ways you give them to respond, and the
more urgent it is, the more responses you'll get.