The skills a direct response copywriter needs

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

June, 2004
Volume: 19 Number: 6

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The skills a direct response copywriter needs -
My career as a bricklayer, doctor, and lawyer
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My clients pay me to write. But I think I do a lot more
for them than that.

I'm convinced that as a direct response copywriter, I
have to call upon a number of very different skills and
put them all to work on my clients' behalf.

Take a look at what I mean.

* * * The copywriter as bricklayer

Did you ever see bricklayers build a wall?

They start with a strong, level foundation, then lay
their bricks quickly and deftly. It's a pleasure to
watch.

I think a direct response copywriter is a lot like the
bricklayer. Fundamentally, she or he is an artisan -- a
skilled worker who practices a trade or craft.

That's one of the ways I see myself.

I'm the guy you call when you want results you can count
on. Need something to work? Want something fixed? No
problem. I show up on time with my toolbox of verbs,
nouns, and adjectives, get to work, and solve your
problem.

A craftsman doesn't have to scratch his head and figure
out what to do. He KNOWS what to do because he's served
an apprenticeship and done the job a thousand times.

Want to pay me a compliment? Don't call me "creative."
Call me someone you can count on to get the job done.

* * * The copywriter as doctor

So often, a new client calls me and asks whether they
should use a self-mailer or a letter package. Or any of a
hundred other questions.

My response is always the same.

I have to hear the whole story.

So, just like a physician, I take a history. I find out
all about the objectives of the project and ask probing
questions.

Only then can I make a diagnosis and figure out how I'm
going to treat the problem. (I even make notes in a
folder which I refer to before every meeting!)

O.K. I wear a sweater instead of a white coat, but my
approach is the same as a dedicated doctor's.

Empirical. Cautious. And always with the patient's interest at heart.

* * * The copywriter as lawyer

A company may have a great product or service to sell.
But that doesn't mean that people will want to buy it.

My clients need a talented advocate to make their case
for them. Someone who will stand up in front of the jury
(prospective customers) and be so persuasive that the
sale gets made.

That's my job. I have the crucial responsibility of
representing my clients before the marketplace and
getting the right verdict every single time -- no trivial
responsibility.

I have often thought that no matter how big the
organization that I work for is, when prospects are
reading my copy, I am the most important person in that
company.

This isn't ego. It's the simple truth. Think about it!
The copywriter is the interface between the prospect and
the entire company.

If I'm writing for Microsoft, when the reader opens my
letter, Bill Gates doesn't count at all. I'm the one who
has to grab the reader's attention, explain the
software's features and benefits, overcome objections,
and close the sale.

Again, this is a big responsibility and one that I take
VERY seriously.

The bottom line?

Your copywriter, who is part bricklayer, doctor, lawyer,
and a whole lot more, is a vitally important member of
your team. Choose him or her well and watch your business
grow.

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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