Every small enterprise should consider becoming a small business copywriter.
However, the term “copywriter” is usually misunderstood and used in a lot of different contexts.
I recently took a course from the remarkable direct response copywriter, Alan Forrest Smith, who clarified the term ‘copywriter’ for us.
He stated, ‘People often think that copywriters are individuals who write blog posts or create content for brochures. Those aren’t copywriters – they are content marketers. A copywriter is an individual who can bring customers into a business to spend money. That’s a copywriter.’
Three Different and Distinct Kinds of Copywriters
To clarify this point, let’s examine three different types of copywriters: content copywriters, advertising copywriters, and direct response copywriters.
Content Copywriters / Content Marketers
I know I just mentioned that content marketers aren’t actually copywriters, but there are many copywriters who earn a decent income by writing content for others. Here’s a list of the types of content they write and earn money from:
- White papers
- Website content
- Blog posts
- Ghostwriting books
- Descriptions of sales items
- Brochures
This list could be extended, but you get the idea.
Why Small Business Copywriters Are Needed for This Work
As I mentioned earlier, a lot of business people consider copywriters to be people who write content. In fact, some of the top copywriters I know write this kind of copy and make good money at it.
One of the reasons why a small business needs this type of copywriter is because it is a massive time saver.
Yes, I understand that when you are in launch mode for a business or are still a small enterprise, and you don’t have a ton of money to invest in a writer.
I also know that a small business owner doesn’t have a lot of time to write his or her own content or know exactly how to do it.
As for AI writing your business content for you, good luck with that!
For one thing, you have to feed a lot of information into AI so it knows what to specifically write for your business. You also need to know what kinds of prompts to use to instruct AI on what to write.
And once that is all done, you still need to proofread and correct any errors, misrepresentations, or insert important information that gets left out.
So, as you can see, there is still going to be a time commitment.
The Good News About Hiring a Content Writer
One good thing about using a small business copywriter who writes content is that they are far cheaper than the other two kinds of copywriters I mentioned.
If you need professionally written copy for your business, I would highly recommend hiring one to save yourself a significant amount of time. That’s time you’ll need to attend to other important aspects of your business.
To put this into terms you can understand, if you have a small thriving business, would you want to do your own accounting and tax preparation? Most people I know would rather delegate those kinds of tasks to a professional accountant.
As you may have heard, time is money. The time you spend doing tasks like this will cost you and your business significantly.
So, if you need a professional writer to create content for your business, I recommend that you hire one.
Advertising Copywriters
Now, we’re delving into the more skilled, heavyweight version of copywriting. This is one of two categories of writers who are considered the real deal.
I’m talking about advertising copywriters like David Ogilvy, Claude Hopkins, and Eugene Schwartz. Advertising copy is considered traditional because it focuses on brand awareness and seeks an immediate reaction.
Consider companies like Coca Cola, Dyson vacuum cleaners, or Apple iPhones.
You see their ads on TV, in magazines, Internet ads, and other mass media vehicles. Usually, this kind of advertising evokes emotion surrounding the brand and appeals to broad audiences.
Yes, advertising copywriters can successfully promote products and services.
However, advertising copywriters write ads that will be seen by wider, more unfocused audiences, making it harder to track their success.
Can Small Businesses Use an Advertising Copywriter?
A small business copywriter can write ads that will be beneficial to their clients. Think about all the local ads you see online, in local magazines, billboards, TV, and hear on the radio.
These are usually written by advertising copywriters who are experienced in crafting converting ads for their clients.
As I said earlier, it is difficult to track the success rate of these kinds of ads because advertisements require at least 10 views by viewers before someone will act. And even then, to convert most people, they have to be seen 10 more times.
This is why you see commercials by big companies over and over on TV.
Unless the company surveys their prospects or uses tracking systems to see how many people view their ads, it is very difficult to tell how successful the ads are, especially for small businesses. But smaller businesses can advertise locally using advertisements.
I personally know a very successful remodeling company where I live, and every day, I see their commercial on TV.
And guess what?
My wife tells me every other day that we need to call them to remodel our bathroom.
Direct Response Copywriters
If you want to hire a small business copywriter, this is the way to go for a number of reasons.
Have you ever gone to your mailbox and received a sales letter from a company?
Of course, you have!
As a matter of fact, I receive offers from hearing aid companies daily. The reason why direct response copywriters have this title is that people who see their ads directly respond to them.
Let me give you a clear example of what I mean. The other day, I received a sales letter in the mail, and at the end of it, the sales letter said, “Don’t delay, call today!” and it had a 1-800 number next to it.
That phone number was not only one you could call to take orders with, but it was also a tracking number.
Most direct response copywriters usually do a split-test where they write two or three different versions of their sales letter. They assign different phone numbers to each letter to test them and see which version sells better.
Hence the title – direct response. You receive or see an ad somewhere and respond to it by phone or mail.
Sometimes there is a promotion code on the ad that you have to use when giving it to the standby operator for a bonus, discount, or freebie of some sort.
However, part of the reason behind the promo code is to track which ads are doing better in a split test.
The other reason is to push you emotionally over the edge and call.
How Can a Small Business Benefit from Direct Response Copywriting?
Direct response copywriting is a cost-effective marketing strategy that can be initiated with a minimal budget and scaled over time.
A prime example of this is email marketing. Platforms like MailChimp offer free starter plans, allowing you to reach a specific audience and familiarize yourself with their services.
In my view, this is the most affordable and straightforward method to promote a small business.
For instance, if you own a small sandwich shop in a rural area, you could incentivize customers to share their email addresses. Offering a free cookie in exchange for subscribing to your newsletter and business updates is a simple yet effective strategy.
Another approach to direct response marketing is distributing sales letters about your products and services to a targeted audience.
In fact, this is precisely how my wife and I launched our first business. We created a unique product for a specific niche and sold it globally. This was accomplished years before the advent of the internet, and it proved to be highly profitable.
5 Reasons Why You Need to Become Your Own Direct Response Small Business Copywriter
Before you consider hiring a direct response copywriter for your small business, pause and reconsider. The primary deterrent is the cost; direct response copywriters typically charge upwards of $100 per hour. Most small businesses and startups could allocate their marketing budget more effectively.
So, what’s the alternative?
Learn the art of direct response copywriting yourself! Here are 5 reasons why:
Reason #1: You will master the art of selling with words on a page
Running a business necessitates learning how to sell.
Many small business owners express a distaste for selling, but without this crucial skill, achieving success is challenging.
Selling is paramount in any business. In fact, it’s the number one job that most self-made millionaires and billionaires held before they amassed their fortunes.
If you’re an introvert, direct response copywriting offers an ideal way to learn selling without the need for face-to-face interactions.
For instance, you can use email marketing to reach as many people as you like without ever meeting them in person.
Every element of selling is encapsulated in an average sales message.
Interestingly, most of the sales scripts used for training by top companies are crafted by direct response copywriters. Therefore, learning how to sell with words is an invaluable skill.
Reason #2: You’ll save a significant amount of money by writing your own sales messages
Hiring direct response copywriters can be a substantial investment, akin to purchasing luxury sports cars: they’re sleek, powerful, and expensive.
There are several reasons for this.
First and foremost, you’re paying for their skills and expertise.
A direct response copywriter specializing in small businesses needs to have a profound understanding of your business, products, and services.
They also need to invest considerable time in research and interviews with you and your staff to identify your customers’ pain points and develop strategies to address them.
In the case of an email direct response copywriter, they would need to know how to segment your list into different groups of people based on various demographics, such as age, location, and personal preferences.
If you required a copywriter to write sales copy for your website, they would need a solid understanding of search engine optimization as well.
However, if you were to undertake all of this work yourself, you could potentially save a significant amount of time and money.
Reason #3: Becoming your own small business copywriter can give you expert status in your niche
By becoming a direct response copywriter, you’ll be seen as a guru or expert in your chosen niche.
Once you build your own portfolio of work, you can showcase your expertise in writing direct response, and possibly attract other entrepreneurs who may need your expert advice and help.
You may also get hired to write blog posts and articles for prominent publications and websites.
Many of these businesses will pay you good money to write for them, and writing for them will not only make you more money but also establish you as an authority in your field. So, on this point, you’ll be a double winner!
Reason #4 – Leveraging your expertise as a small business copywriter by creating and selling your own courses
If you specialize in a unique aspect of direct response, you could be in high demand to teach others what you know.
Naturally, you’ll need to learn how to teach if you’ve never done it before, but that isn’t a significant hurdle to overcome. For starters, you can take an inexpensive or free course from successful businesses to observe how they conduct their courses and learn from them.
Another strategy is to hire a teacher to help you structure your content, ensuring you have a well-organized approach to imparting your knowledge.
I’ve personally been selling courses on how to use a graphics program for years. Once you’ve created your course, you can continue to sell it for years to come.
It’s worth mentioning that you can utilize online course platforms like Udemy, Thinkific, or Teachable. These platforms are designed to make it easy for you to teach your subjects online without needing your own website. They offer tools for course creation, marketing, and sales.
Reason #5: You Can Earn Income by Writing for Others
If you’re able to write effective direct response copy for your own business, you can certainly do the same for others. Writing direct response copy is a transferable skill that can be applied across various businesses.
Consider this: if you’re adept at researching and understanding your audience, crafting compelling offers, and writing persuasive calls to action, you can use these skills in any business context.
As you gain more experience and build a portfolio, you can showcase your expertise to potential clients. However, the real proof of your skills is a successful track record of generating revenue through your writing. If you’ve managed to earn a significant income for your business, don’t hesitate to share this achievement.
Of course, you’ll need to learn how to approach clients and research their products and services. This is why many copywriters specialize in a few niche markets or types of businesses – they’re familiar with them and can provide more value.
Top Resources for Learning Direct Response Copywriting
Here are some of the courses and resources I’ve used to learn direct response copywriting.
John Carlton’s Copywriting Course
John Carlton’s Simple Writing System (SWS) is a highly recommended copywriting course that leverages his impressive 30+ years of direct response knowledge. It’s suitable for both beginners and experienced copywriters. The course includes 18 video lessons, numerous worksheets, and even private coaching sessions with John and his team.
While the pricing might seem high, remember that you’re gaining access to one of the world’s top direct response copywriters and his staff.
As a former teacher, I can attest to the well-structured and detailed lessons presented in this course. The lessons are thoughtfully designed and procedural in their approach.
Investing in this course is worth every penny. It has the potential to significantly increase foot traffic to your small business.
Dan Kennedy’s Copywriting Seminar in a Box
Dan Kennedy’s Copywriting Seminar in a Box is one of the best copywriting courses ever created by one of the most renowned copywriters. This course, which I believe dates back to the 1980s, was initially taught by Kennedy himself at a high-priced seminar and was later released as a set of recordings.
I personally own a copy of this resource, and I can attest to its thoroughness, thoughtful structure, and powerful content. Interestingly, I purchased the course on eBay for around $20 plus shipping several years ago.
To my surprise, there are still copies of this course available for sale at reasonable prices. (Please see the attached image for a recent listing.)
This seminar is an incredible learning experience that will significantly enhance your understanding of copywriting.
Kennedy is known for his comprehensive and high-quality courses, and this one is no exception. In fact, this course is so exceptional that it would be rather crazy to pass it up.
Please note that I have not included a link to the eBay page for this listing, as the link may no longer be active by the time you decide to check out this bargain. However, if you’re interested in acquiring a copy of this incredible course, I recommend regularly checking eBay for Dan Kennedy’s Copywriting Seminar in a Box.
Collin Theriot’s the Cult of Copy
Collin Theriot, pronounced “Terri-oh”, is a renowned copywriter and expert in direct response copywriting. He manages one of the most comprehensive Facebook sites on the topic, which serves as a rich source of information and active discussions.
I’ve personally benefited from his sales letter video course. It’s an excellent resource for learning how to write long form sales letters quickly. I’ve studied it repeatedly. He also offers top-notch tutorials on creating white board sales letters.
For those new to copywriting, Collin’s Cult of Copy Facebook page features a “training wheels” section specifically designed for beginners in direct response copywriting.
Additionally, his Cult of Copy website blog is another valuable resource for learning more about the field.
Conclusion
It’s important to understand that being a small business copywriter may not bring in a lot of money. However, writing for your own small business can be quite profitable.
By investing time in learning how to create your own sales messages, you can attract more customers to your small business, assuming your product or service is in demand.
If you’re concerned about learning direct response copywriting, consider reading some books on the topic. Here are a few recommendations:
- The Ultimate Sales Letter by Dan Kennedy
- Gary Halbert’s Boron Letters
- Ogilvy on Advertising
- Scientific Advertising by Claude Hopkins
- The Copywriter’s Handbook by Bob Bly
Studying these books and applying what you learn can be greatly beneficial.
If you found this post helpful or have something to add, please leave a comment below. Your feedback would be greatly appreciated.
I actually enjoyed it