What Do You Say?

The Real Truth About DM Copywriters: Exploding A Longstanding Myth.

by Bob Pearl

There's an essential truth about DM copywriters, folks like you and me, that can be painful to hear or to see in print. Rarely spoken about in professional, or other, circles, it is this: we are not Hemingway! We will never, NEVER win an award for our prose. In fact...

It is our sad destiny to remain forever unappreciated in literary circles throughout America and around the world. That's the reality with which we must live every day of our working lives.

But, DM copywriters take heart! There's another underlying truth about us, and the profession we've chosen, that needs to be mentioned, as well.

We are the world's greatest salespeople. It's true! Select any one of us … invite us to a client meeting … present us with a problem … THEN TURN US LOOSE! And watch what happens. More often than not, we will develop, and flawlessly execute, a creative strategy that results in a truckload of sales of the previously unwanted, hard-to-sell widgets that were gathering dust and rust in the client's warehouse.

That's no small accomplishment. Rather, it is something to point to with pride. And, if you're like most DM copywriters, you have lots and lots of success stories like that in your background and on your resume.

Here's another chest-thumping thought for you. While you may never be invited to shill your latest novel on the TV talk show circuit, you are nevertheless a highly skilled writer (it is, after all, what we all believe about ourselves) who knows how to use the printed word to influence the individual purchasing decisions of hundreds, even thousands, of people - with a single sales letter, a well-crafted space ad, a cleverly-conceived TV or radio spot!

And that deserves recognition … PLUS the respect and admiration of your peers and fellow direct marketers.

Which is why the Caples Awards are presented each year. In your own, special way you are a great writer, a greater salesperson AND a very important part of the national economy. You, and your fellow copywriters, help drive the engine that stimulates the economy - each and every time you ask for an order!

John Caples always understood the important role played by direct marketing copywriters, and by the direct marketing industry, in creating commerce. Both are now, and have always been, key components of a healthy, thriving national economy. As an industry, direct marketing creates billions and billions of dollars in sales annually.

No other sales force operates as effectively. Consider: a top car salesperson may sell two, three, perhaps even four new cars a week. The country's top-performing insurance agents may get a handful of qualified prospects to sign on the dotted line over the course of a month filled with countless phone calls and face-to-face meetings. That kind of result makes them top producers - sales superstars!

You, of course, answer to a somewhat different standard - a kind of "gold" standard that marks you as special among all who sell products or services for a living. So, while you may never achieve fame and fortune as a great novelist, always remember that what you do is important and valued - by your peers and by your clients.

And, if your name should be called at this year's Caples Awards Show, accept your award, and the acknowledgement of your achievement, with great pride. Receive the applause of those in attendance with humility. Enjoy the moment that your hard work and dedication have given to you.

And know that, at last, you are receiving the recognition you so richly deserve.

Bob Pearl is a freelance copywriter/consultant
located in Howell, New Jersey.
E-Mail him at Bpearl67@AOL.com
Tele: 732-409-3350

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