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Does The UK 'Do' Direct Response?

by sherwood77
8 replies
Afternoon to everyone,

My first post here. After lingering for a while I thought it was high time I dived in...

A couple of quick questions really:

1) I know the US is the home of direct response, but I live in the UK and I'm still not sure
the traditional sales letter goes down too well over here. I hope I'm wrong obviously
because I've just set up my website and I'm planning on writing mainly for the financial services sector. Just wondered if any of you have had consistent success with DR here in the UK or have you had to tone it down a little?

2) First of all, #1 wasn't a quick question at all was it? but on to #2. Any thoughts on my
website at
I will be adding a lot more, all websites are a work in progress, but I would
appreciate your thoughts on the show so far...

I look forward to reading your thoughts...

Andrew
#direct #response
  • Profile picture of the author Andrew Gould
    Go buy just about any daily paper and you'll see plenty of direct response ads. Tone has nothing to do with it.
    Signature

    Andrew Gould

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  • Profile picture of the author Andy The Copywriter
    The basic idea of a sales letter will go over well anywhere because people like to be informed about products that meet their needs.

    When you ask "can you use sales letters in the UK?" I feel like what you're really asking is, "is it possible to write a sales letter that doesn't look like the written equivalent of a sleazy infomercial for penis enlargement pills or the latest fad diet program?"

    ... And the answer is YES.

    A sales letter doesn't need to be full of tacky, hypey BS.

    Just look at CopyHackers... They pretty much made a niche out of selling direct response copy to businesses that don't want to look like cheesy MLM morons. And that's actually the better way to do it because the really big businesses with the really big money usually try to maintain a classy image.
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    • Profile picture of the author DABK
      About your site.

      As you are a copywriter, you should know that Get marketing advice is no good, that you need, "Download your FREE copy of my 11 Steps To Double The Results of Your Marketing Efforts," so I won't say anything about that.

      However, I will say that you need testimonials, social proof. And a mug shot or, better yet, a short video of you being serenely overflowing with trust and copywriting wisdom.

      An open letter to any financial adviser, wealth manager or accountant who just wishes they could spend more time helping their clients without having to always worry about getting new business...who wishes...

      I'm a small business owner. That's not what I wish for. I wish I didn't have get new clients because, then, I could help my clients faster so I could spend more time with my kids and/or... basically, relax.

      Though you're talking to accountants and financial advisers, your letter is broad enough to fit many others. Which ain't good.

      Last financial adviser I talked to was specializing in firefighters, police officers and teachers and dreaming about getting big enough to afford a couple of estate attorneys on staff.

      And he didn't do cold calling. He was looking for ways to get on the radio, to be more effective at networking events.

      Cold calling is only one method, in other words... I'd talk more about how marketing for yourself sucks/takes away time from activities that they enjoy, not just about cold calling.

      I know, you want to be specific but there's such a thing as too specific, unless in your part of the world, most financial advisers and accountants cold call. In mine, they do that and networking and place the wrong kind of ad in the wrong kind of publication. Some also do pay per click.
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      • Profile picture of the author sherwood77
        Thanks DABK. Some extremely valid points which I'll definitely take on board.

        I'm not keen on that page in general, will have to re-write from scratch I think.
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        • Profile picture of the author Chriswrighto
          Absolutely.

          I assume you've heard of Money Week? Apparently it's the "UK's best-selling financial magazine".

          Well here's a promo of theirs: The End of Britain - MoneyWeek

          I heard it was very successful -- though I can't confirm it.

          (Many here will notice how similar the hook is to Stansberry's "The End of America".)

          Money Week has a whole host of financial publications -- all needing DR promos.

          The Motley Fool UK also regularly runs promos.

          So yes, companies are here making a killing with DR. And these are just the two I've spoken to.

          -Chris

          P.S. Though you may not want to write for these type of financial products, I just highlight them to show you that DR is used here in sunny Britain.
          Signature

          Wealthcopywriter.com :)

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  • Profile picture of the author colmodwyer
    MoneyWeek is an Agora division.

    Colm
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    • Profile picture of the author The Pines
      Originally Posted by colmodwyer View Post

      MoneyWeek is an Agora division.

      Colm


      Yup.


      Pretty sure Bill Bonner has a column near the back of the publication.
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  • Profile picture of the author Ryan W Milligan
    We are humans as well over here in the UK just so you know...


    I'm kidding. About giving you a hard time, not about us being humans because we are humans, with the exception of some.

    Marketing is marketing. Some times (believe it or not) it works on some people and not on others.

    If a man wants to eat at Burger King and really couldn't care less if he puts on 12 stone in the process then you are going to have a hard time selling him a book about weight loss or even a gym membership.

    Instead look at what you are trying to sell, first you find your lucrative market. Lets say weight loss

    After that - you look at the demographic. You have males & females.

    Then you look deeper in to that, age groups, professions, why they actually want to lose weight.

    Take all that in to account and then you can narrow it down even further and speak to your demographic, maybe its stay at home housewives, maybe its women in mid-life crisis who decide they want to get in shape and just need some motivation, maybe its men with the same motivation.


    Pin point who you are talking to. It doesn't matter if they are from Mars, the states or the UK.
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