My name is Kevin Katzenberg and I am a copywriter. That first line sounds like an introduction to some addiction recovery meeting, but it is what it is … I am a marketing and copywriting addict.
A Junkie in the art of advertising and advertising writing in particular. I mean … How many of us tear into our junk mail with shakes of withdrawal; seeking to get a fix of that next great headline or that long form sales letter.
Seriously though …
I haven’t always been like this. My addiction for writing took roots in around the turn of the century. I took some college courses that really turned me on to reading and writing. To be totally honest, TC Boyle was the culprit and Greasy Lake was the story. All I can say is that if you have not read it … put it on your list.
From then on I wanted to be a writer. But few writers ever made enough to make a decent living at it.
I took up blogging, but never gave earning a living at writing much thought. I worked for years in a totally separate field than writing for a living.
Internet Marketing and Copywriting
Then about 2008 I stumbled into the Internet Marketing world and began to learn about the importance of copywriting and marketing in general. The bug bit and I began to dig in and learn everything I could about the subjects.
- Reading books
- Reading blogs
- Buying Courses
- Watching videos
- Listening to podcasts just about anywhere I went
For those of you who really don’t know what copywriting is … I am going to lay it out for you in as simple manner as possible.
In its most basic definition, it is words that sell. There are several different styles out there, but the one I am most fond of is called direct response. It usually involves some attention grabbing headline, some seductive writing in the middle, a great offer with an outrageous guarantee and then a definitive call to action.
It’s that call to action or the request for a response which landed its name.
The call to action can be just about anything you want that person to do in that particular part of the sales process.
- Call to place an order
- Opt in to our mailing list to get your free gift
- Hit the order button and place your order
- Come down to the store and look at this product
- Call to make an appointment
You get the picture.
Direct Response Copywriting is not brand advertising which is so popular today. Branding says … “Uh … Just remember our logo and the next time you need something … Uh … give us a call.”
Maybe they will call.
Often times not unless you spent lots of money carpet bombing your advertising message to a mass market or your Coke, Pepsi, or Nike … this rarely works.
Actually, the best advertising does blend a little bit of both. The mixture percentages vary depending on the market, but having your logo or a picture of the product in the copy will help sell. But selling is the main point and direct response does it best.
Advertising Money Well Spent
I believe money is too tight in business to hope for a maybe. I want to do everything I can to get the desired action. Writing a headline that grabs the reader, listing the benefits the product will have to the buyer, making a great offer which makes it hard to pass up and then asking for the sale.
It can turn browsers into buyers and buyers into rabid fans.
Just about any contact point your business has with the public can use a copywriters touch.
- Web Pages
- Flyers / brochures
- Direct Mail letters
- Press releases
- News articles
- Phone book ads
- online ads
- and even signage
Browse through some of my samples … then give me a call at 608-561-8691 or email me at email@example.com.
I look forward to writing some great money-making copy for you,