Copywriting. The superiority of the written word.

I know, because I've been studying it for over 20 years and I'm still learning.

Much has been written about the different approaches and cultures of traditional advertising and marketing with that of direct marketing. There is a wide gulf between the two disciplines and approach. In copywriting terms that gulf is a chasm.

Copywriters in traditional advertising agencies and marketing companies are storytellers. Direct response copywriters are salesmen.

We deal in primitive human psychology and attack the very root of human motivation.

Copywriting guru and good friend Herschell Gordon Lewis, once described it this way.

"Every message we send out, should be parallel to a scientific experiment. It is tantamount to a situation where the scientist puts a rat into a maze. He opens a door and the rat goes through. He tempts the rat with a piece of cheese to direct him into a certain area. He then presents the rat with a two door situation. One contains a small electric charge. Inevitably, the rat will eventually go through the door without the painful deterrent.

However, at the end, the rat will come out of the door the scientist wishes him to…"

A good copywriter should be like that scientist, taking the reader on a colourful and interesting journey, opening doors, leading, influencing, offering incentives and elevating and subordinating points and elements in the process.

And, when the reader completes the journey, he or she is sufficiently influenced to pick up the telephone, fill in the response device, take out a subscription, make a donation etc.

There are basic ground rules a good direct response copywriter should always adhere to.

Everyone is now familiar with the A.I.D.A. principle - attention, interest, desire, action. It is a logical sequence that works and will continue to work. Don't change it.

Pay special attention to the opening and closing of your communications as they are the most important elements. The overline is the best read part of the letter. (A hand-written overline by the way, can be even more powerful).

The next best read part of the letter is the P.S. Use this to restate the benefit. End with a bang, not a whimper.

But, be careful with a PS with certain business to business sectors.

The copywriter has quite an armoury. Don't be afraid to dip into it to assist your message. Bullets, sub heads, indents. They can all be very effective. As can underlines and text shifts if you need strength and emphasis.

Even the standard secretary typed letter approach can, in some cases, be very powerful.

But don't fall into the trap some current copywriters are doing. There are many instances lately of writers who have obviously read every single book published on copywriting.

They sit there ready to write the letter with their head full of tricks, hooks and rules of direct response copywriting. But they don't know which ones to use, so they use them all. They empty the basket out and their letter looks like a Christmas Card.

Remember the golden rule, if you emphasise everything you emphasise nothing.

Don't be afraid of long copy. Currently, it is way outpulling short copy. This has been the situation for over a decade now. If you connect to and interest the reader, he will read on.

A letter is either interesting or not interesting. Never forget that specifics sell. Generalities don't sell.

The major advantage direct marketing has over other media, is its ability to create a personal dialogue. A one to one communication with the target audience.

The copywriter plays a starring role in this process.

In this article, I have attempted to show you just a few of the current disciplines and techniques we utilise in the craft of direct response copywriting.

There are literally thousands more. The copywriter must investigate them all and more. He must keep looking, listening and most importantly, studying….

Today, direct response copywriting is an art and a science all wrapped up into one. Respect it greatly and use it effectively. That means, without exception, employing a professional.

Talented as you undoubtedly are, you will not be able to match the talents of a proven direct response writer. That extra investment will be well worth it.


Andy Owen is Managing Director of Andy Owen & Associates, a Strategic Marketing Consultancy, with offices in Birmingham, Dubai, Paris, New York & Los Angeles. He can be contacted on 0044 121 778 6640, or by email at andyowen@aol.com