The first time I taught my copywriting course for the DMA, I called it “Direct Response Copywriting”. After the initial semester I realized I should be practicing what I preach and I retitled it “Copywriting That Gets Results”—a description that, like all good direct response copywriting, contains a benefit for the reader.
RESULTS can be measured in orders, sales dollars, leads generated etc. But they can also be measured in success in landing a job or convincing an audience of your political views, among many other potential examples. And one of the best reasons to develop the skill of “copywriting that gets results” is that it helps you become more successful anytime you want to use words to convince someone.
Robert Collier put it this way in his 1930’s classic Letter Book: “Little Willy wants an extra slice of bread and jam; sister wants 15 cents for the movies; Dad is scheming how to get out of the house for lodge that night, and Mother is planning to have Dad sweep out the cellar–while around the corner the Preacher is planning a visit on the household to make it more church conscious and one and all, have their own pet ‘TESTED SELLING SENTENCES’ they plan to use on one another!”
This is the first of a series of posts in which I’ll reprise the DMA copywriting class which I’ve taught for several years in the bay area, most recently at UC Extension. Please check back often, or just subscribe to the RSS feed.