Being an entrepreneur is tough. But it’s also VERY rewarding.
In my opinion, entrepreneurs are the true unsung heroes of the world.
Titans of the free market.
Champions of capitalism.
The life-blood of the economy. But we are also seldom given the credit we deserve.
In fact, entrepreneurs are often demonized for being “greedy” or self-absorbed or shallow workaholics. Even though, our society would come to a screeching halt without us.
So, while we are fighting the good fight, we need to do everything within our power (legally) to maximize our profits and our chance of success. This is why I feel it is SO important for all entrepreneurs to master the proven techniques of Direct Response Copywriting.
This is, in my opinion, the most profitable business building skill you can ever learn. Why? Because success in business is built on the ability to communicate. More specifically, the communication of the BENEFITS someone will receive from buying your product or service.
Now, I’ve seen a trend with marketers recently who say it’s not about the benefits. But rather, the benefits of the benefits or some nonsensical doublespeak like that. Bottom line is… NO BENEFITS = NO BUSINESS.
Success In Business Is All About The Benefits
So, if you agree with that basic premise that being able to COMMUNICATE the BENEFITS of your product or service should be your #1 priority…
… then that’s why learning the skills of Direct Response Copywriting is SO important. After all, Direct Response Copywriting IS writing that …
- GETS ATTENTION
When you possess the skills of a direct response copywriter, it’s like holding the keys to the kingdom…
… ESPECIALLY if you already have everything else in place to build a successful business. If you have a product or service that there is a legitimate NEED or DESIRE for…
… and have some basic business building and managing knowledge…
… then the MOST IMPORTANT factor in going from “just getting started” to “basking in success” …
… or even from rich to SUPER-WEALTHY, is all due to the success of your sales message.
You need to be able to squeeze every single penny’s worth of ROI (return on investment) from both the capital you invest and the time you spend on marketing your business.
How do you give yourself the BEST shot at winning this crucial game of business?
You give yourself an almost unfair advantage over all of your competition by …
Becoming An Expert in Direct Response Copywriting
With a firm understanding of the emotional triggers which lead someone to buy which make up the foundation of Direct Response Copywriting, you will have a firm advantage in your marketplace.
In fact, in your competitor’s eye, you will soon be the lead villain in their hard luck story. A nefarious foe who shows up with what amounts to a machine gun at their snowball fight.
But what if you don’t ever plan on actually writing any sales copy yourself? Maybe you only are going to hire a Freelance Direct Response Copywriter to do the heavy lifting for you.
Well, there’s certainly nothing wrong with that… in fact (as a freelance copywriter) I highly recommend it!
But, wouldn’t it be nice to know enough about what constitutes GOOD copywriting… compared to average or even sub-par copywriting?
Ultimately, you and you alone are responsible for the success (or failure) of your business. This is why it’s CRUCIAL for you to be able to judge if the direct response copywriter you are hiring is producing copy that effectively SELLS your product or service to the maximum number of prospects.
How Do You Become An Expert In Direct Response Copywriting?
In my opinion, there’s really no shortcut to learning anything worthwhile.
You MUST commit to putting in the time and effort.
Now, for me anyway, I’ve always had a fascination with sales psychology and with writing. This made direct response copywriting VERY exciting to me as its basically “writing to sell”.
So, I started devouring absolutely everything I could on the subject out of pure interest. I had no idea what I would do with what I was learning. I never thought I was going to be a freelance copywriter, but I DID realize right away how much mastering this skill would impact my future.
Here are the steps I recommend to quickly climbing the ladder to copywriting mastery:
#1. Choose A Direct Response Copywriting Legend As Your Virtual Guru
At this point, I have had many of what I’d call “Virtual Gurus”. These are what I call a true copywriting legend who you most likely could never (at least at first) afford to actually work with or is most likely no longer with us.
For me, the first “guru” I followed obsessively was the late, great Gary Halbert.
Personally, when learning to be a copywriter I either bought or found online everything Mr. Halbert ever wrote. Including his awesomely audacious newsletter “The Gary Halbert Letter”. I have two big binders full of his ads and newsletters that I still study regularly.
I think it critical when you are just starting out to find one proven copywriting master that you feel a connection with and then…
- Read every piece of their advertising copy you can find…
- Every book they wrote…
- Any videos of them posted on YouTube…
- And any courses you can buy that might be available
Why is this something I recommend? I mean, shouldn’t you just study every copywriter you can find?
Well, while there are a TON of great copywriters out there, I think when you are first getting started that you should focus on ONE proven, even legendary copywriter to study, like they were the only copywriter who ever existed.
This is because even among the true legends of the industry there are many things they disagree on and no one way to do anything. By listening to too many different viewpoints, I PROMISE you’ll get confused, then frustrated and that may lead to you GIVING UP.
So, choose ONE virtual copywriting guru at a time.
#2. Make Building Your Library Your Top Priority
If you’re going to be truly great at anything including direct response copywriting, it should be an almost “No-Brainer” that you should be a ferocious reader.
Now, obviously books on copywriting should have a special place in your collection but it goes further than that. I collect anything to do with direct response marketing, entrepreneurship, success strategies, biographies of famous and successful people as well as books on writing.
Collect books that are both fiction and non-fiction. Actually, learning how to write fiction is a GREAT tool for copywr
Some of my favorite books that I recommend all Entrepreneurs and Copywriters have in their collection are:iters as storytelling is among the most effective skills a copywriter can have.
- Think and Grow Rich by Napoleon Hill
- How I Raised Myself From Failure To Success In Selling by Frank Bettger
- Winning Through Intimidation by Robert Ringer
- The Boron Letters by Gary Halbert
- How to Win Friends and Influence People by Dale Carnegie
- The Entrepreneur’s Guide To Getting Your Sh*t Together by John Carlton
- Tested Advertising Methods by John Caples (Edition 5 or earlier)
- Breakthrough Advertising by Eugene Schwartz
- Secrets of Closing the Sale by Zig Ziglar
- No B.S Direct Marketing by Dan Kennedy
- The Magic of Thinking Big by David J. Schwartz
#3. Replace TV and Radio Time with Audio Learning
One of my favorite ways to relax and learn at the same time is by listening to educational audio programs…
… especially on copywriting (of course) but also success strategies, business building, and direct response marketing.
Now, I love music. I’m a hard rock guy. But I’ve found if you take the time you are stuck in your and pop in a CD or load up an MP3 on a subject you are trying to master, you can really make HUGE strides in your business and your life.
Another way to take advantage of the convenience of audio programs is to listen to them while you are exercising.
Now, I’ll be the first to admit, I don’t spend anywhere near the time on my physical well being that I should. BUT I can often make myself get up and take a 20- or 30-minute walk if I bribe myself with listening to a new audio program that I haven’t had the time yet to enjoy.
Also, I am really a big fan of sitting in my easy chair at the end of the day to listen to some of my personal copywriting heroes like Dan Kennedy or John Carlton.
They both have what I would call “Must Have” audio programs that I can listen to over and over again, never getting tired of them and ALWAYS picking up something new which helps me improve my skills.
One of my personal goals that I am working on implementing now is to create a series of audio programs for like-minded entrepreneurs and aspiring copywriters.
I know the trend is everything being online courses but I’m sure I’m not the only one who prefers to listen to educational audios while driving, exercising or just relaxing. For me, this is a much better alternative to spending any more time sitting in front of a computer.
4. Make Studying Old Ads Your New #1 Hobby
This is where I know I’m going to lose a bunch of you. Admittedly this isn’t going to be for everyone. But I know as a fact one of the things that give me an edge as a Freelance Copywriter is my collection of old, proven to be winners advertising.
I have a GIANT collection of classic print and direct mail ads from all of the legends of direct response copywriting. And, this collection does NOT just sit around collecting dust. I am constantly studying these ads to figure out the psychology behind what made them so successful.
Taking things to the next level in being a master copywriter, I set aside several hours per week to hand-copy several of these ads. The reason is, by copying these advertising masterpieces, word for word, exactly how the original copywriter wrote them, you are burning the techniques deep into your subconscious mind.
Now, when I was still just learning to be a copywriter, I spent YEARS and thousands of hours writing and re-writing my favorite ads. I even took a collection of John Carlton ads with me on my honeymoon along with a fresh notebook and a bunch of pens. (My wife wasn’t exactly crazy about that idea, but she was very supportive in my pursuing this passion).
I can’t underscore this point enough. If you are truly serious about the success of your business and especially about mastering the skills of direct response copywriting, this should not only be a “work task” but your new favorite hobby and OBSESSION.
#5. Find A Real-Life Copywriting Coach/Mentor
Finally, if you want to take your copywriting skills to what I would call the “Next Level” of mastery, you will eventually have to find a real-life copywriting coach/mentor.
Why is this so important? No matter how good things seem to be going studying on your own, the only way to truly be confident in your copywriting skills is to have someone who knows what he or she is doing give you constructive feedback on where you are… and what you need to do to get where you want to be.
Now, you might have concerns over how expensive a one-on-one copywriting coach would be, but there are many options including joining a group coaching program.
While each program is different, most group coaching programs will meet once a month (or sometimes a week) and discuss a different topic and then critique the work of one or more of the members so everyone can learn from each other.
Often, there is also an online forum or private Facebook group attached to this program where members can interact and encourage each other.
About the Author
Robert Sean Pascoe is a full-time Freelance Direct Response Copywriter and Copywriting Coach/Consultant.
He lives in Tampa, Florida with his wife Jessica who is also a marketing professional. They live a quiet life with their two very spoiled kitty cats Hitch and Ace.
Robert specializes in direct response copywriting for independent entrepreneurs and small business owners worldwide.
To learn more about what Robert can do for you and your business please visit the home page of this website https://worldclasscopywriting.com
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