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Skyrocket Your Profits
By Robert Sean Pascoe – Direct Response Copywriter
If you are a small business owner -or entrepreneur of any kind- ESPECIALLY if you are doing business
online then you really need to get hip to what truly great Direct Response Copywriting can do for your
Basically in the world of advertising there are two different kinds of marketing mindsets.
The first is what is known as “brand advertising” which is what for the most part you see on television
and in major print ad campaigns.
The thought behind “brand advertising” is that over time by the consumer constantly hearing the brand
name of the parent company or individual product being sold that the name or image or slogan that is
consistently being heard will be hard wired into the subconscious mind of the target audience.
This is why when you to a grocery store and you see a soda display that has three different brands… let’s
say Coke, Pepsi and a lesser known company (maybe an in-house brand) 90% or more people will
automatically pick one of the two major brands even though the in-house brand is much cheaper and
guess what? They probably have the exact same ingredients… mostly sugar, water and some caramel
You are “hard wired” to gravitate naturally to what you are familiar with as in nature familiarity is
associated with safety. If you have tried something before and it is socially accepted as being what the
majority of society would pick than you internally recognize it as being the safer choice as opposed to
something you have never tried or even heard of before.
So there’s no doubt that “brand advertising” works over time… BUT it takes LOTS of time and LOTS of
money which are two things most small business owners just don’t have enough of.
For most entrepreneurs the ONLY real choice for an advertising and marketing strategy –one that is
almost GUARANTEED to help them make maximum money in minimum time with less work, less risk
and less financial investment- is to tap into the power of Direct Response Advertising by hiring a
Freelance Direct Response Copywriter such as myself.
Now, what exactly will a Freelance Direct Response Copywriter do for you?
My main job is NOT to write your advertising copy.
That might come as a surprise to you but the truth is my MAIN job is to be what legendary copywriter
and marketing genius John Carlton calls being a “Sales Detective”.
What that means is that I spend the majority of the time I am working on your project not on the actual
writing but in the most important part of ANY advertising or marketing campaign and that’s in the
I will spend at least a day or two (sometimes more) finding out everything I can about your product, the
ideas behind it, about the person who created it and even more importantly about your ideal prospect
that we will be marketing to.
It is VITAL to the success of your advertising and marketing that we know as much humanly possible
about your prospect including their biggest WANTS, NEEDS, FEARS and DESIRES… particularly we want
to laser-focus on what keeps him or her up at night. On what they are obsessing over… as Robert Collier
said “We need to join the conversation that is ALREADY going in in our prospect’s mind”.
You do this by directly addressing in the sales copy and hitting hard all of the “Emotional Hot Buttons”
that will speak to the prospect…cut through any natural sales resistance and show to them the sweet
rewards or relief that your product or service will provide for their life.
We want to address their problems, show real empathy with them and then focus on painting a vivid
picture of how much better their life will be after they experience the profound change that your
product or service will cause in their life.
After all of the research has been done and I have really focused in on what the BIGGEST want, need,
problem or desire is that we feel together that your product or service will be able to fulfill for the
prospect I then decide on a theme for the sales message, create an outline and start the process of
writing and re-writing your sales message until it has been perfected into something that will hook your
prospect’s attention, entice them to read every word of the sales copy and ultimately persuade them to
buy your product or service right then and there!
If there are any doubts left in your prospect’s mind we use an unbeatable guarantee of some sort or
throw an impressive bonus in for them that will “knock them off thefence” and get them to make the
decision to buy without any additional hesitation.
This is what the power of direct response copywriting will do for your business… it gives you a weapon
to cut through all of the clutter and useless information that your prospect has to experience every day
of their life in our modern world and focuses their full attention on how your product or service can
satisfy whatever pressing want, need or desire that is the forefront of their mind and then gets the sale
for you in a way that doesn’t “push” but “seduces” the prospect into happily buying what you are
Robert Sean Pascoe