Unique Original Articles » Direct Response Copywriting - The Essential Skill Every Business Owner Must Have!

If there's one skill you must become excellent at in your marketing it's Direct Response Copywriting.

Even if you don't want to craft your own copy and you choose to hire a pro, then you still must be able to recognise what makes copy "good".

Why?

It's a safeguard to stop you being fleeced by a "cowboy" or an amateur.

It does happen - and I've known it happen £4,500 ($9,000 at the time) for copy which was useless and, bluntly, shoddy.

On the whole your profits tell you how "good" the copy is, of course, although there are some usually-inviolable rules you should consider before you test. In the end you do what works for you, but start off with the fundamentals.

What is Direct Response Copywriting?

In your case, as a business owner, it's just writing to get your message across to your market.

And there are two sorts of copywriters: there are direct response copywriters (like me), and business copywriters (most often called "business writers").

How big is the difference?

It's enormous.

A skilled business writer can write in an intelligent and engaging way and share information. They write to inform and educate. They don't sell... they tell.

A direct response copywriter, on the other hand, is not only intelligent and engaging, and not only informs and educates... but if he's any good... then he sells as well as tells.

Don't Let Business Writers Write Your Sales Copy!

In my experience, a good direct response copywriter is usually also a good business writer; but the reverse usually isn't true, unless the business writer has made a point of studying direct response Direct Response Copywriting techniques.

Bear in mind what I say about copy not being the be-all and end-all of your marketing, but also don't make the mistake of believing technically "good" writing is also "good" sales copy.

It ain't necessarily so. Profitable sales copy uses special words, phrases and language to get readers to respond to it. It's crafted using a well known, tried, tested and proven formula (the AIDA formula).

And the pieces have distinct elements that must be present to make the sale happen.

Anyone Can Learn To Write Good Sales Copy!

The great news is anyone who can write at all can learn to become proficient at Direct Response Copywriting. You can learn the words, the constructs, and the patterns - they're all skills you can learn.

You perhaps won't emerge as the next Gary Halbert, but you might easily put yourself in the top few percent of entrepreneurs simply by putting the techniques I share with you in this article and on my blog to work in your business.

Copy, when it comes down to it, is a way for you to sell to your prospects, customers, and clients without having to be there in person. At its best it's a way for you to persuade them to give you money, a salesman in an envelope.

Effective Direct Response Copywriting is an critical skill you can and should learn.
Jon McCulloch is perhaps the UK's premier Direct Response Copywriter and has worked with Multi-Millionaire Business Owners all over the world (and there's a reason American multi-millionaires choose to work with a Brit 4000 miles and a half-dozen timezones away). He's been featured in Bill Glazer's book, 'Outrageous Advertising' and he lists among his clients several of Dan Kennedy's exclusive and incredibly successful 'Platinum Members', as well as the largest provider of marketing information in the UK. Visit Jon's Blog for more powerful free tips and advice.
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