It was a Friday afternoon, almost beer o’clock.
I was in my second week at a new job at a marketing firm in Brisbane that I’d wanted to work for years and had spent the majority of it digesting days of video training on Search Engine Optimisation, Conversion Rate Optimisation, and Advanced Google AdWords.
Things were looking great. It was a decent sized team, and I had started the same day with a friend and colleague from and old job in a completely different industry.
We were both making headway into our new careers and we were loving it.
Then at around 4 pm we were all taken to the meeting room for a one-on-one and told that that the business model itself was changing and half the firm were being made redundant.
My heart sank.
My boss assured me however that my job was safe. I didn’t really understand.
Although it was a shocking relief to hear those words I couldn’t comprehend why they were keeping me at the time, out of all the staff they recently brought on including a girl who’d recently finished a master’s level marketing degree.
The thing that saved me, indeed what the founder of the company said in our meeting, was that I had a background in Direct Response Copywriting.
That actually made sense. In the months leading up to this new role I had been moonlighting as a freelance copywriter for local businesses from electricians, builders, podiatrists, to gym owners – and they knew it.
I’d spent the previous few years getting a real understanding of what makes a good direct response ad work.
Not the big branding campaigns that multi-billion dollar companies and award winning agencies create that are designed to keep products in the front of your mind. But ads that generate an immediate response from a prospect and get them to take action right there.
Salesmanship in print as it’s been called.
You see it’s easy to teach someone a new marketing platform, or technique for optimising its performance, or even productivity hacks for making the most of their time.
But understanding what’s going on in a prospect’s mind, what their fears and frustrations are, and ultimately what will cause them to buy your product and not someone else’s is harder to come across.
Out of sheer curiosity and wanting to learn this topic, I’d taught myself a skill that was invaluable to this business owner at a time when he had to make the tough decision to cut half of his staff.
Good business owners and marketers know the power of Direct Response Copywriting and the positive affect it can have on a business.
I’ll go into what makes a good Direct Response Copy in another blog post.
In the meantime, if you’d like to talk more about how I can help you grow your business then get in contact here.