In 2020, I became a direct response copywriter.
Believe it or not…
I did NOT become a copywriter because I enjoyed writing (I disliked it at the time).
Nope. I became a direct response copywriter for one simple reason…
I realized that this valuable skill would allow me to create a profitable lifestyle around whatever I’m most passionate about.
You see, direct response copywriting is all about making sales.
When you can generate money on command for your clients, you’re earning potential is LIMITLESS.
Direct response copywriters will ALWAYS be in red-hot demand because companies will always need help getting more customers, selling their products & services and growing their businesses.
If you want to make 6 figures as a sought-after direct response copywriter, this ultimate guide will give you a clear path to get there in the shortest amount of time possible.
In this post…
I’m going to reveal what a direct response copywriter does, how much you can expect to earn in 2024, and a step-by-step blueprint for getting paid to write direct response copy ASAP.
What is Direct Response Copywriting?
So, what exactly is direct response copywriting?
It’s VERY simple.
Direct response copywriting is salesmanship in print & salesmanship multiplied.
You see, instead of selling face-to-face, to one person (or a few) at a time, you are selling to hundreds, even THOUSANDS, of people through the words you type.
The main purpose of direct response copywriting is to get a response out of your readers (hence the name - “direct response”)
What type of response?
Click a link, buy a product or service, open an email, generate an email subscriber, and much more.
When do you want this response?
IMMEDIATELY.
The purpose of direct response copy is to get readers to take a specific action NOW – not whenever they feel like it.
To quickly learn the basics of direct response copywriting, see this detailed blog post for beginners: The Ultimate Guide to Direct Response Copywriting (Write Copy that Sells)
What Does a Direct Response Copywriter Do?
Direct response copywriters usually work from home and spend the majority of their days researching, writing and collaborating with marketing, sales and design teams.
The main “mediums” you’ll write for include:
1. Print Advertising
This includes direct mailers, newspaper ads, magazine ads, and other printed materials designed to capture your reader's attention and generate a response.
2. Digital Marketing
Direct response copywriters create content for online platforms such as websites, landing pages, email campaigns, social media ads, and online banners. They focus on compelling calls to action to encourage users to click, sign up, or make a purchase.
3. Television and Radio Scripts
direct response copywriters may write scripts for commercials and infomercials, aiming to engage viewers or listeners and drive them to take immediate action.
4. Direct Mail
This involves sending physical promotional materials, such as postcards, brochures, and catalogs, directly to potential customers. The copy aims to persuade recipients to respond by making a purchase or taking another desired action.
5. Email Marketing
Copywriters create persuasive email content to encourage subscribers to open, read, and take action. This could involve making a purchase, signing up for an event, or subscribing to a service.
6. Outdoor Advertising
Copy for billboards, posters, transit ads, and other outdoor mediums is designed to capture attention quickly and drive a rapid response.
7. Infomercials and Video Sales Letters (VSLs)
Direct response copywriters may script long-form video content, such as infomercials or video sales letters, to showcase a product or service and drive immediate purchases.
8. Catalogs
For businesses that use catalogs, direct response copywriters craft compelling product descriptions and calls to action to drive sales directly from the catalog.
9. Social Media Ads
Copywriters create concise and persuasive content for social media platforms, aiming to capture the audience's interest and drive them to take action.
10. Direct Response Copy on Websites and Landing Pages
Whether it's the homepage of a website or a dedicated landing page, copywriters focus on creating content that encourages visitors to take specific actions, such as filling out a form, making a purchase, or requesting more information.
The Core Responsibilities of a Direct Response Copywriter
1. Understanding Your Audience
Beyond demographics, successful direct response copywriters dive deep into understanding the psychographics of their audience.
What keeps them up at night? What are their aspirations? What problems are they trying to solve? What are their biggest desires? What new lives are they fantasizing about?
By answering these questions, your copy becomes a personalized solution for your ideal reader.
2. Compelling Headlines
Your headline is the first impression you make with your readers.
The ONLY goal of your headlines is to grab your ideal reader’s attention and get them to read your first sentence.
Want to learn more about how to craft headlines? Read this detailed guide on how to write attention-grabbing headlines.
3. Convincing Copy
The art of persuasion is rooted in empathy.
You sell with emotions.
Your copy should not only highlight the features of a product or service but, more importantly, address the needs and desires of your audience.
Devour this post to learn all about the art of persuasion and how to motivate your readers to buy from you.
4. Call to Action (CTA)
The CTA is the finish line of your copy.
It's not just a button; it's an invitation.
Clearly communicate the next step you want your audience to take.
Whether it's making a purchase, filling out a form, or subscribing to a newsletter, your CTA should provide clear instructions on what to do next and give them a reason to respond NOW (discounts, limited number of products available, restate the main benefits, create FOMO, etc.)
5. Testing and Optimization
Direct response copywriting is a science as much as it is an art.
A/B testing is your ally.
Continuously experiment with different elements of your copy – headlines, CTA placement, offers – and use data to refine and optimize for better performance.
Good copy is objective.
It either worked or it didn’t.
Analyze the data to find out and optimize accordingly.
How Much Does a Direct Response Copywriter Make? (2024 Direct Response Copywriter Salary)
According to salary.com, direct response copywriters rake in around $70,000 per year.
However, “average” direct response copywriter salaries can be very misleading.
Why?
There is NO LIMIT to how much a direct response copywriter can make IF they meet these 2 qualifications….
- You work for yourself as a freelance copywriter
- You possess the rare ability to turn words into sales
As long as you run your own business and can get results for your clients (in cold hard cash), you can earn as much money as you desire.
That’s why applying the direct response copywriting principles into your writing is a must for ANY copywriter.
You will never earn much if you cannot get results for your clients.
How to Become a Direct Response Copywriter in the Shortest Amount of Time Possible (5 Simple Steps)
I’ve created a VERY DETAILED crash course on how to become a successful freelance copywriter.
This ultimate guide reveals exactly what I did to get into copywriting extremely fast and earn close to 6-figures within my first year.
However, these are the 5 main steps you’ll want to take:
1) Learn the basics
Start off by reading these 10 direct response copywriting books:
- The Boron Letters by Gary Halbert
- The Adweek Copywriting Handbook by Joseph Sugarman
- How to Write a Good Advertisement by Victor O. Schwab
- Scientific Advertising By Claude Hopkins
- The Ultimate Sales Letter by Dan Kennedy
- Ogilvy on Advertising By David Ogilvy
- Tested Advertising Methods By John Caples
- Cashvertising By Drew Eric Whitman
- The Copywriter’s Handbook By Bob Bly
- Kick-Ass Copywriting Secrets of a Marketing Rebel By John Carlton
In addition to reading these books, you’ll want to practice your copywriting skills by following this guide – LINK
I spent 3 months on this “learning phase”, BEFORE writing for clients.
I recommend you do this for at least a month.
Why?
It’s all about providing value.
You want to get good at writing direct response copy so you can provide tremendous value for your clients.
This is the REAL secret for earning a fortune as a direct response copywriter.
The more desirable results you can generate for clients, the more they’ll pay you to write for them.
2) Get Clients
After you’ve learned the basics and feel confident in your direct response copywriting skills, it’s time to write for paying clients.
It’s very easy to feel lost when searching for direct response copywriting clients online.
So…
Let’s make it easy for you.
I’ve created an ultimate guide for beginners seeking their first handful of clients: "How to Get Copywriting Clients in 2023 With No Experience (Get New Clients TODAY),"
In this post, I reveal my ten favorite methods for getting freelance copywriting clients.
IMPORTANT:
As a beginner, your goal is to gain rapid-fire experience by writing for a wide variety of clients, niches and different types of copy (emails, social media, ads, etc.) because you will leverage this quick experience in the following 3 steps…
3) Choose a Niche
After you’ve gained real-world experience and have a ton of samples & testimonials to show clients, you should choose a niche.
Why?
You will earn way more money as a niche copywriter (specialists are always paid more than generalists).
My comprehensive guide, "The 10 Highest-Paying Copywriting Niches in 2023 (How to Pick the Best One for YOU)," provides step-by-step instructions on how to choose a direct response copywriting niche you’ll enjoy writing for.
You can niche down within direct response copywriting.
For example:
You can become the go-to direct response copywriter for health brands. Or… the go-to direct response email copywriter.
The possibilities are endless.
4) Build an Impressive Portfolio
Before you can attract high-paying niche clients, you’ll need an impressive portfolio filled with direct response copywriting testimonials & samples.
Create a portfolio, within 10 minutes, by following this detailed blog post: How to Create a Copywriting Portfolio with NO Experience (In 10 minutes or Less)
5) Grow Your Direct Response Copywriting Business to Jupiter (And Beyond!)
This blog post reveals the top 3 ways to grow your freelance copywriting business so you can break “6-figures” as quickly as possible: 3 Fastest Ways to Grow Your Freelance Copywriting Business in 2023 (Make 6-figures This Year)
Read it once you’re ready to scale.
Conclusion
If I could choose any career to start in 2024 it’d be direct response copywriting (what I’m still doing now, 4 years later).
The opportunities are endless for copywriters who constantly improve their skills by learning, practicing and WRITING.
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