In my book, The Art of the Click, I argue that in the digital age, direct-response copywriting gets overlooked.
Sure, some people are using it – but they often hardly realise they’re doing so.
Others don’t consider it at all and overlook it completely.
The advertising industry is predominately focused on more hip concepts like brand identity, product placement and social influencers.
It’s fair enough. There is a time and place for these concepts. But the fact is they’re much more indirect, abstract and less-measurable concepts.
The lack of measurability is key.
It follows they can quickly become expensive black holes, where entire marketing budgets can be lost on an idea that’s only been signed-off because the agency behind it says it’s cool.
For small, local businesses – this isn’t an option.
Small, local businesses can’t afford such risk-taking. Marketing budgets are tight, if they exist at all. And the thought of hiring professional copywriters, art workers or full-time marketers is just plain silly.
Enter direct-response marketing...
And specifically: direct-response copywriting.
In a world where every penny counts and you can’t waste money on a Dalston-based team of hobby cyclists dreaming up ideas in hessian hammocks...
Direct-response copywriting offers a cost-effective, attention-grabbing alternative that can be applied to any size business.
It can be practiced by the boss, the staff, even loyal customers.
And, even if you’ve never written a word of copy before in your life…
Thanks to the insight and advice I share in The Art of the Click, you could soon be writing adverts that have the customers queuing down the local high street.
Want to find out more?
It’s this idea that small, local businesses can benefit from direct response copywriting, which I’ll be exploring in my first talk ahead of the publication of The Art of the Click.
This will be the one of many talks I’ll be doing around the UK around the book, but appropriately I’ll be doing this first one in my hometown of Grimsby.
If you live in the region, I’d love you to come along.
(If you’d like me to talk in your town or city, email me as I may have plans to do so, or we can look to arrange something.)
Where the Grimsby even is concerned, spaces are strictly limited because I’ll be doing a very locally-focused question and answer session after the talk…
In fact, it’s limited to just 20 guests.
I’ll update this post as soon as capacity is reached. But if you do happen to pre-order a copy after the first 20 spots have been taken, you’ll be added to a waiting list and receive priority access to the next local event.
The event is being hosted at Riverhead Coffee, a great local, independent coffee shop founded by my old school friend and local entrepreneur, Nic Till.
It’ll be taking place on the evening of Wednesday, 15th August.
If you’re a local business in the North East Lincolnshire area, I’d love for you to come along and I can guarantee an evening packed with insight and ideas that will help grow your business.