This is the original form of copywriting and often the best copywriters actually studied under the original direct-response guys

1. Direct Response Copywriting Gets the Business
In the world of direct response copywriting, there is a well known rule of thumb. The rule states that you
cannot educate small business owners...they just don't get it. While I agree that it is very hard to get
small business owners to sit up and pay attention-I believe it is possible to educate them-once they
understand their profits can double or triple.Many small business owners like dentists, chiropractors and
acupuncturists-see themselves as doctors only. They are not in the mindset of being a business owner
and therefore do not concentrate on their marketing efforts. In order for any small business to grow and
prosper, there are a number of factors to take in.
Direct Response Copy Writing
All marketing efforts need to be tracked. A tracking sheet is very easy to develop with Excel. The person
responsible for receiving phone calls to the business-records exactly how the caller found the business.
Was it phonebook advertising, flyers, word of mouth.Many business owners utilize phonebook
advertising but have no idea how many calls they receive or how many clients are converted from the
call. This is a waste of marketing money. Eventually the business owner will come to the realization that
they are getting a small number of calls per month-that once converted-do not equal the money they
are paying the phone company.
Direct Response Copywriting
Let's look at why the ads are not getting calls. When you pick up a phonebook and turn to chiropractors-
it's not unusal to see two or more ads that look the same. One tactic the phone company uses when
creating ads for chiropractors...is to put a graphic of a spine in the ad. That's a waste of space and then
when you consider that two chiropractors on the same page-have graphics of spines in their ads! Well
you come to the conclusion that the two chiropractors are of equal talent when treating patients.
Direct Response Copywriters
The phone company does not use any direct response tactics when creating an ad. That is why most ads
look the same, kind of like a business card. Very factual-leaving the business owner open to receiving
many calls from what are called, "tire kickers". These people are time wasters, bargain hunters-who are
responding to the nice colors or graphics in the ad. What the business owner really needs-is targeted
traffic that is responding to a keyword or two in the copy of the ad. it may be a headline or bullet points-
that build rapport with the potential client. This brings them to pick up the phone and make an
appointment.
Direct Response Copywriter
Once the business owner gets this targeted traffic into the office or store, it's time to close them. It's not
over yet though. The business owner need to retain the client and keep bringing them back as happy

2. customers. Happy customers tell friends and co-workers-which in turn adds to the client base. The use
of direct response copy in any business will have a viral effect. It brings the client in and keeps them
coming in year after year- for as long as they need the service.