Speak to a Direct Response Marketing Copywriter, and he’ll talk about split testing and conversions.

• They’ll talk about features, benefits, and advantages. The gains made by the prospect.
• They’ll also talk about possibly buying objections, providing guarantees, removing the risk, adding bonuses (premiums).
• They’ll ask to see previously run ads.
• They’ll ask about USPs of the product or company, and they’ll actually probe it to clarify and expand on them.
• They’ll ask about the history of the product. It’s origins. How it came to be. The full story behind it.
• They’ll ask about the media in which the adverts need to run in.
• They’ll ask about front-end products and back-end products.
• And much, much more…

Bottom line, they’ll ask a great deal of questions.

The creative copywriter will be different. He’ll want a creative brief, not too long though mind you, life’s too short for reading lots of text. He’ll want to know the USP, the main benefits, and then he’ll go to work scratching his head with his friendly Art Director, watching cartoons, scribbling slogans on a pad, and trying to be… well, ‘creative’.

Direct Response Marketing means more than just a call to action. It is a philosophy of getting deep inside the unique prospects mind and telling him exactly what he wants to hear.