Copywriters working in direct response advertising agencies are responsible for writing copy for direct response advertising and literature. Depending on the experience of the individual, he or she may be responsible for simple copy such as headlines or may write the copy for entire mailings, advertisements, or promotional packages. Buying products via direct response advertising is becoming a hot trend today. More and more people are shopping through catalogs, television, and specialty marketing pieces.
There are a number of differences between working as a Copywriter for a regular advertising agency and performing the job in a direct response advertising agency. The individual writing for direct response agencies must zero in on specific people or markets that are interested in a product instead of large groups that may or may not be potentially interested in the product. The Copywriter prepares the majority of the copy for direct mail and response selling instead of mass market advertising, such as commercials and advertisements on national television or in national print publications. The individual also writes copy to advertise a product that is available mainly through mail or phone orders instead of retail outlets.
There are numerous examples of direct response advertising. One might be an ad or sales letter sent through the mail selling a product that can be ordered by either phone or mail. Another is the literature received in monthly credit card statements selling merchandise. This is called “piggy-backing.” An additional type might be the ads seen on television selling old records via a toll-free telephone number. One of the oldest direct response advertising concepts is the catalog, while the newest innovation in direct response selling is the home shopping service seen on cable television. People see a product, hear a short sales spiel, and then order.
The Copywriter must write ads that make the consumer want to pick up his or her phone at that very moment and order using a credit card, check, or C.O.D. It is imperative that people look at and read the sales letters, advertisements, and literature and directly order merchandise or services. Many times Copywriters insert a coupon into advertising or promotional pieces in order to stimulate quick and immediate responses. This is why the method has been named direct response. The advertisement may be sent in the mail, advertised in a specialized publication, or seen during a television program that zeros in on specific categories of people.
Copywriters working for direct response agencies may be responsible for preparing copy for a number of different items. These might include print advertisements, sales letters or brochures, marketing pieces, or copy for a television or radio advertisement. They might also write copy for catalogs or scripts for those selling products on home shopping networks. The Copywriter is responsible for developing both advertising and sales concepts. He or she may come up with an idea to use as the selling point: the low price, the moneyback guarantee, or a trial period. The point of the advertisement is to get people to call or write in at that moment and order.
One of the interesting things about writing copy for direct response pieces is that the results of an ad campaign can be seen almost immediately. People usually either order the product, call the toll-free number and charge it, or throw away or forget the piece. If a sales letter or advertisement does not draw orders, it can then be rapidly changed. Copywriters working in this type of agency often work long hours trying to develop the perfect selling piece. Those who are successful are in demand. Individuals are responsible to either the copy supervisor or the account executive, depending on the organization and structure of the agency.
Earnings for Copywriters working in direct response advertising agencies vary from job to job depending on a number of variables, including the location and size of the agency and the experience and responsibility of the individual. Copywriters who are just entering the field with little experience may start out with salaries between $24,000 and $28,000 annually. Copywriters working in small agencies in less metropolitan areas may earn between $24,000 and $40,000 a year, depending on their skills. Experienced individuals working in major direct response agencies may earn up to $80,000 plus per year.
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Note: This article was sent to us by: Mark S. Anderson at 04122010
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