Designers V Copywriter

Its always the same money wasting exercise. Let me explain.

Just last week I had a call from a guy that wanted help with his Advertising campaigns.

Ok, nothing unusual there after all that’s what I do, but...

He told me his adverts had looked the same for years. Very fashionable, very cutting-edge and had always paid a fortune on the design work.

His latest design took just over 12 weeks to get what the designer and himself thought were perfect!

Size was roughly an A5 and it looked a little like this. 

Drop-dead gorgeous girl with everything in the right place in the middle of the Ad. No text, No words, No copy. The girl had no relevance to the product at all.

All the advert had was their business address and number, that’s it.

But in his own words "it looked fantastic, but I want more business".

Fine buts how good is fantastic? How does he get more business through the advert?

You see his business is healthy but you know that situation in business we all get into sometimes.

Your nearly at the peek of the hill but you just cant get over the top to the next level.

He felt as though that was his company situation for years.

I asked him all my usual questions to try and build myself a big picture of his business.

The only real advertising he had been doing now for years was in newspapers. This frustrated him to death due to no response and believe me after the conversation we had it frustrated me to death also.

... "how much response do you think you are getting from your great looking ads?"

He said, "none I think".

I said to him, "you think, what don’t you know?"

He replied... "well the designer said it would give us a higher profile with the public".

I said, "hang on let me clean my ears and polish my eyeballs here". 

You see he was spending a small fortune on Adverts that were basically doing nothing. He couldn't and didn't know how to measure their effectiveness.

He was spending around £300 per week or 15 Grand annually on an advert he said wasn’t increasing his business by one dime. 

I went to the little boys room. Silently screamed, NUTS, held my head in my hands and thought right lets make some real profits and clients for this guy.

New Adverts, new strategy, new campaign and well the rest is history. You'd think so but it wasn't.

In fact we didn't do business together, not yet anyway.

You see I advised him to take a tested route that is proven to grow his business. When I say proven I mean...

BIG 1000% PROVEN to increase his business. So proven in fact I had increased one business's takings by a fourfold, measurable figure that would make any CEOs heart race with excitement.

He said yes lets go with it and we did. After he paid his deposit and I wrote the first ad I sent it to him.

NO Busty picture just racing copy that would get his targets picking up the phone and buying.

He called me.

"Alan, we need a picture of a beautiful girl" I said ... well you know what I said.

This guy after weeks of talking wanted to go back to his un-tested, un-profitable, un-productive adverts that look great.

I said, why, why, why? He replied ...

What will people think of the advert with no picture?

We parted I couldn't work with a guy like that.

Anyway the point was this. 

WHO is it that is planning your advertising campaigns?

Is it the person that wants it all to look great or the person that really wants to drive home some and put a BIG "R" in response? 

Is it going to be the person that creates response grabbing advertising day in day out?

Is it the person that measures and fanatically test results so YOU see an increase in your sales? 

Or ...do you leave it with a designer that has as much experience in direct selling to another human as mechanic has to a head of hair?

Let me ask this. Would you allow a dentist to operate on your brain? No of course not we’d be crazy to do that but you know the truth is, they are in a similar line of business.

Is that true? They both deal with medical issues, right? 

Right, but they both do totally different things, FACT.

Results are different. Tools are different. Technique is different. The way they are trained and work is completely, absolutely, totally in a different direction.

Designers do a great job but they are NOT salespeople. A direct response copywriter is a sales specialist that sells using words. 

They are the people that create adverts that can convert like crazy, increase your bottom-line and explode profits, literally! 

Why, why, why is it that so many companies fall for it. From local business right through to the big guys.

Your advertising is there to do one thing and one thing only ... increase your sales.

Don’t be driven by a designer that couldn’t sell water to a thirsty man, just DON’T.

If it cant be measured and you don’t know if you are increasing sales you could be throwing good cash down the drain. 

If you would like me to give you a  No-Charge consultation in my own time, whiz over your letter or advert and sure, I will tell you what I think and the direction you should go in if you are looking to make a killing with your advertising.

Sales letters, web copy, adverts for magazines and newspapers, email copy.

If you would like me to cast my well respected eye over it all for you just email it over or post it to the address at the end of this email.

By the way... Designers I love you. My wife's one and I have been one so please don't hate me for this.

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WANTED:

I am looking for a crazy, fired up, off-the-wall entrepreneur that understands testing and wants a copywriter that can churn out laser guided sales copy day after day.

Must have a proven track record, be allergic to "around the table" meetings, and trust me 100% to create killer copy and strategies.

If you can prove your success and this sounds like you ... interested, contact me on UK 00 44 (0)7793 069 486 or reply to this email, afs@orangebeetle.com

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