| Hiring a copywriter? If you want your copy to generate cash orders -- or at least pre-sold prospects -- you need a writer who specializes in "direct response". Why? Any copywriter can write about you, your product, and your company -- and make you sound great. But that type of writing won't generate sales. Here's why. Your prospects: * Don't care about you or your company. * Won't take action unless they have something to lose. * Must be motivated by a better-than-risk-free offer. * Are naturally inclined to check out your competitors. Just because someone works as a "copywriter" doesn't mean he's familiar with the techniques of *direct response*. Techniques like: * Enticing your prospects with mouth-watering benefits * Creating urgency -- and exploiting natural urgency * Developing better-than-risk-free offers * Answering the prospect's unspoken objections * Reversing the risk |
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________________________________________________________ Ultra-Motivate Prospects To Whip Out Their Credit Cards! ________________________________________________________ So how do you find a copywriter worth his salt? Start by typing "direct response copywriter" into the search engines. When you get candidates on the phone, ask for samples of their work. Even more important, ask for testimonials from their clients. But don't be fooled by testimonials that say "I love working with Chris Copywriter. He's great." That doesn't mean squat! To weed out the second rate copywriters, insist on seeing testimonials from clients who've *measured* their results. For example, this quote is from our client Terry Paranych, who's Canada's #1 Re/Max agent: "My last Real Estate Boot Camp generated 125 people who paid $2000 each to attend. I sent out 19,800 sales letters that cost $6900 to produce and $8300 to mail. The revenue generated from the Boot Camp was over $250,000 in 2 days." |
When a copywriter has a list of
testimonials with *real world results* like this one, consider him
strongly. To sum up, hiring a bargain copywriter is like hiring a bargain heart surgeon. If his work doesn't generate sales, you won't be bragging that you "saved money". Great direct response copywriters charge a lot. But once you start mailing their letters (or driving prospects to their sales letters), you'll find that their fees are a small fraction of your profits. Just be forewarned: great copywriters are often booked up for 1-6 months in advance. So when you find one, get into his queue right away. Then drive the right prospects to his sales copy, sit back, and enjoy a terrific return on your investment. |
the end
About the author: Trevor Levine is President of MarketingExperts.com. For a FREE 30-minute critique of your sales copy, visit http://www.marketingexperts.com/estimate.asp . Then fill out the questionnaire. The info you provide will help Levine determine which of his experts is best suited to critique your sales copy.
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