Join other astute and successful business owners...
Engage Your Own Direct Response Copywriting Professional...
...to give your sales letters the profit-generating edge your business needs to survive and thrive
Dear Business Results Seeker,
You know how crucial the words in your sales letter, advert or on your web page are to your business success. And you've decided to get expert help - a copywriter - rather than chance sending out a mediocre letter that could do more damage than good.
But it must be a 'good copywriter '...
It's one time when the old adage 'you get what you pay for' is really apt
because a great number of copywriters have yet to master the difficult
skills and techniques of direct response copywriting.
Those that have - and get impressive results - charge a premium for their
services and expertise.
There Is Only A Small Elite Group
In The UK
Who Have The Skill To
Write These Compellingly
Persuasive Direct Response Sales
But that's the level of expertise you need to get a measurable response to your marketing message. And in a moment I'll tell you how you can tap-into-that pool of expertise even if you're on a tight budget.
First, let me explain why this is such a rare copywriting talent...
...this is a skill that comes from specialist training, practical experience and in-depth knowledge; the expertise only someone who has crafted direct response sales letters or adverts and delivered results can bring to your letters.
Which means your challenge is to find the one person who...
- Has the in-depth practical experience of direct response marketing that
no amount of reading gives you
- Has written results delivering direct response letters and
- Can craft your sales message to hit your prospect's hot button and
stimulate his impulse to buy
- Can give you crucial response-lifting tips when it comes to creating
your marketing campaign
- Can help you keep your costs down with insider tips when preparing your mailing campaign
Ideally you need someone who has a wealth of experience in different business
disciplines and who is able to interpret that experience into an effective
writing approach for you and your business.
"We got a 262% increase in response to our first mailing resulting in 30 new companies attending our courses. This was an impressive result for us. Since then we've enjoyed a further boost of 203.9% and added another 111 new customers to our database!"
Managing Director, TFP Online Ltd www.tfponline.co.uk
How to Select Your Ideal Copywriter - 9 Points to Consider
Check the person you choose to write your sales-generating letter is the professional you want and can deliver the material you need - this is the minimum you should consider...
- Before looking for your copywriter, decide what you want to achieve. Do you want...
- A powerful sales letter?
- A company brochure?
- A press release?
- Feature articles?
- Reports or 'white-papers'?
- Promotional tips booklet /guide?
- Copy for a website?
- An email marketing campaign?
- Advertising copy?
- A staff handbook?
- A procedures manual?
- A technical guide?
Many of these writing activities need different skills and approaches. When you've decided what you want produced you can look for someone who has experience in that particular discipline.
For example if you want a sales / marketing letter look for a professional who has experience in direct response copywriting. (This is a specialised skill that few general copywriters have).
- Is s/he professional? By that I
mean does s/he take the trouble to ask questions about your business, your
goals and, if you are looking for a sales letter, does s/he ask about your
offer and what other marketing you've already done and the response you got?
Look for a copywriter who asks you to complete a fact-gathering questionnaire.
- And talking of professionalism, does s/he
supply a contract and terms of business so you know exactly what to
expect and what s/he is agreeing to do for you?
- Does s/he have a good reputation? Do you know their work? Have you heard good things about the material s/he has produced for other businesses? Does their style match yours?
- How does s/he charge? By the hour;
by the page or number of words; or does s/he charge a retainer?
Writing is creative work.
It takes time to craft the documents you want, especially if it is a sales letter or marketing piece. Charges by the hour can mount up and storm past your budget before you realise it.
And be cautious about restricting the number of pages or words you want someone to write - unless it is a requirement for the project - for example when writing an article for a publication that has to be a specific length.
That would be like putting a gag on your best sales person after they've just got started.
- Is the copywriter you've chosen prepared to quote a price for the project, to make budgeting
easier for you? Dependent upon the work you are asking for you may be able to
negotiate a lower fee with a commission on results achieved.
Beware - if the fees are very low, ask yourself why?
- Is s/he easy to work with? You
want someone you can talk to; someone who matches your enthusiasm for your
product or service; someone who is genuinely interested in what you provide
and what you want to achieve; someone who listens and takes on board your
And you want a copywriter who is willing to explain why s/he has taken a particular approach and why they think it will work for you.
- Does s/he do his own research? Obviously you need to provide as much material, information, insights and supporting documentation as you can. But the mark of a true professional is the copywriter who goes that extra mile by doing their own research to enhance what you've supplied.
- Is s/he reliable? Does s/he meet deadlines, deliver on time? There's no point having a good copywriter if deadlines are constantly missed. That's particularly important when you are sending out offers with a specific offer period or geared to anniversaries or seasons.
Why Choose Carol Bentley?
So - do I match these criteria? You expect me to nod my head, don't you? And
yes, I am nodding.
But allow me to elaborate further... just to reassure you of my credentials. After many years studying and as a result of years of practical writing experience in many business areas - specialising specifically in B2B direct response copywriting since the 90s I...
- Am an acknowledged specialist in writing direct response sales letters and
adverts that deliver results (see my book 'I Want to Buy Your
Product... Have You Sent Me a Letter Yet?')
- Am an acknowledged expert in direct response marketing tactics in the UK
(see my book Beat The
Recession: Proven Marketing Tactics)
- Am an experienced business owner - I've run my own company since 1991 and held positions in top Management in SME businesses prior to that
- Have worked - and interacted - with a wide variety of business disciplines
from service to professional to manufacturing to retailing
- Have communicated with all levels of business people; from sole-traders to
- And I have coached and acted as marketing and personal mentor to many business people, having been trained to instructor level by one of the most highly rated communication and personal development training organisations in the world; Dale Carnegie.
This wealth of wisdom and knowledge delivers greater depth to the writing I
produce for clients, people like you.
"Thanks for all the useful insight /advice. I do appreciate it. I was extremely happy with the response to both mailings.
The response to the first was brilliant. Who wouldn't be very happy with 32.45%!!
The 2nd mailing was very 'scattered' I knew that and didn't expect more than we have got so far.
Bear in mind the response to the 2nd mailing in particular is not finished and I estimate we will end up with nearer 7% response. That's great." [Note: final result was 6.7% and the trip sold-out].
GB Tours, www.gbtours.com
The only real question to ask yourself is this:
Wouldn't you rather have someone who has 'been there; done that; got the
T-shirt' and, even better, has the proven ability to put that valuable
experience and knowledge into play for you?
It's a no-brainer, isn't it?
So how does this work? If this is your first experience of engaging a professional copywriter then you'd like to know how it goes, wouldn't you? Here's the 12-step sequence I follow when writing your mailing campaign.
- Check & schedule - I establish with you exactly what
you want; a lead-generating or sales-generating letter? I check if you are working to a schedule; do you have a specific deadline to meet?
I make sure your deadline is viable for what you are asking me to craft for you.
- Advice - In a private one-to-one telephone consultation I
offer advice on your mailing campaign based on my previous experience with
- Research - I study the material you supply. I read
your completed questionnaire, examine your previous material and check the
results previously achieved.
- Ask questions - I clarify any points you've made in your
questionnaire that I may be unsure of; talk to you about the approach you'd
like to take in your letter.
- More research - I look at what your competitors are
doing, both your direct competitors and your indirect competitors as well. I
look for more information on your product / service; checking your websites
and other websites. If your product or service is technical I study the
technical material and any research papers.
- Offer mindmap - I create a mindmap of what I've learnt,
what your offer is, the benefits (as well as the features) and any other
crucial facts that could spark an idea for the approach to your
- Headlines mindmap - now I start a mindmap of headlines;
this is where my extensive knowledge comes into play because I write a minimum
of 100 headlines, often more. I do this because experience has shown that
frequently the real headline gems appear in the last few that come to
- Select - the next step is to select the headline(s) that
connects best with the offer and your defined target audience.
- Brew - this is part of the creative process. All this
studying, research, mindmapping and headline writing is brewing the body of
your sales letter in my mind ready for the...
- First draft - I write the first draft of your sales
letter, based on my scientific copywriting formula. Then I put it aside to
'rest'. And I continue to let the ideas; the persuasive words; the compelling
arguments percolate through.
If I am unhappy with the first draft, I'll write another, and another, until I'm happy with the main content. Then I...
- Fine-tune - I go through the draft to fine tune what I've
written before sending it over to you for your input / approval.
- Further tweaking - if needed, happens after you and I
have discussed the draft to make sure you are happy with the letter content
and understand the approach I'm taking.
That's the letter done - then, if I've been asked to supply a complete package, I start on the order / enquiry form - and that is an art in itself because if done wrong it can decimate response... that is why I have 31-check points I compare the finished form against before allowing it to see the light of day.
And if there is a lift letter or promotional tips guide or booklet to be written in addition to the main sales letter, well...
As you can see, this all takes an inordinate amount of time and expertise to
complete - it is a job that requires considerable care because your livelihood
could depend upon the success - or failure - of that letter.
For me that is the joy of working with business people like you, I enjoy the success you get when you use my copywriting skills. But one thing to bear in mind, whilst I frequently get great results for my clients (as mentioned previously) there are other things you need to take into account - and the most important is how well targeted your database is. If you send a sales message to someone who is not interested in what you are offering it doesn't matter how good the letter is - you won't get a sale.
That's why I take time to find out about your business, your target market, who you are writing to and the offer you are making before I'll take on your project. It's the only way to be confident you'll get results.
A Delectable Buffet of
Now - I've described my top-of-the range private client service, Premier
Profit Letter, above - but as I said not every business is ready for that level just yet.
Which is why I decided to create a menu... a delectable buffet of copywriting
options for you to choose from. Some of the alternatives to the Premier Profit
Letter require a less intensive commitment from me and offer you a quicker solution. And here they are:
Premier Profit Letter
This is the top-of-the-range service described above for a 4-page sales letter and response form. Longer letters or projects requiring extensive research attract a higher fee. You are given a quoted project price before I accept your commission. This option does not include any graphical design work, but I do provide a mailmerge ready Word document for you to use in your mailing campaign.
Optimised Web Landing Page Package
Copy for a single sales page - equivalent to a maximum 4 A4 printed pages of formatted text) along with order / response
acknowledgement page text and download page text (for digitally delivered
The web page is optimised using the keywords you supply. This means the
keywords are placed strategically within the copy to encourage search engines to
show your webpage when that search term is used.
Copy is supplied in text format ready for your web designer to put into your
webpage. I also liaise with your web designer offering suggestions, based
on my experience, for text layout and formatting.
Lead Generating Web Landing Page Package
This is similar to the Optimised Web Landing Page except that no account is
taken of keywords. If you are driving visitors to your web landing page through
offline advertising, online advertising, offline mailing campaigns and
e-marketing then the search engine positioning is less important and this is the
better option for you.
Rewrite Existing Sales Letter
If you have an existing sales letter you have written and used and it is generating a lower response than you hoped for, you can have it rewritten.
I apply my scientific direct response copywriting formula to your existing text; revitalise your headline and hone your content into an action-compelling missive your reader can't resist.
I also craft another 5 eye-drawing headlines for you to test with your letter; often just changing the headline can catapult your letter from a mediocre, poor performance into a high-octane, sales boosting letter.
What I Was Looking For...
"I had 2 sales letters that needed re-writing. Carol looked at both letters,
and my website. She asked lots of questions. She pointed out errors that I could
not see which could have been detrimental to my sales.
Not Just A Copywriter...
I specifically liked the genuine dedication to help my business. Carol is not
just a copywriter, she is also a mentor. Her advice and suggestions are
extremely valuable to my business.
I have been ripped off by other copywriters who claimed to be skilled in
direct response copy. It turned out that they just re-arranged the paragraphs in
my original copy and corrected my grammar!
Nothing is too much trouble for Carol. She was always professional and
She put her heart into the sales letter. You can feel the passion in her
writing. Her sales letter is gripping and compelling. I wanted to buy
my own product after reading it!
I am overwhelmed by the service from Carol & Kelly. They have been more
than generous to me. Every business would flourish if they had their
Would I recommend Carol? Absolutely! I would
recommend anyone who is struggling with their copy to contact Carol. She will
save you bags of time, blood, sweat & tears!"
Director, Master Keys To Success Ltd
Quickie Letter/Web Page (2 Formatted Pages)
If you really HATE the thought of writing your own sales letter, perhaps it is like 'pulling teeth' as far as you're concerned, but you just want a short letter to test, this is a good option to go for.
You get a shorter sales letter, based on the research material you supply and your completed questionnaire, crafted to my scientific copywriting formula.
Obviously I spend less time researching at this level... and I write fewer headlines before selecting one for your letter. But I do let you have at least another 5 for testing.
You also get a copy of my Response Form Checklist (match these 31
questions in your form design). This is the exact same checklist I use to create
the response-pulling order / enquiry forms for my private clients. Plus I supply
sample response forms you can refer to as a guide. Use the samples and checklist
as a guide to developing your hugely responsive offline order / enquiry form to
go with your letter.
Bentley Sales Letter Makeover
If you already know about direct response copywriting; you've studied the 'how-to' books, maybe attended a seminar and have written sales letters but lack the magic magnetic sales attracting touch, then this could be the ideal solution for you.
You send your sales letter (or advert) to me for a review. I cast my professional eye over your text and record a critique telling you how to electrify your headline... sharpen your copy... and I give you insider tips on how to turn your letter or advert into an irresistible sales magnet.
What's more I explain specifically why these techniques work. Effectively you get personal coaching and mentoring to help you develop your copywriting skill.
After revising your letter (or advert), following my expert advice, you can resubmit it for another review. Again I record my guidance.
The 2nd review can happen before you put your letter or advert out to test or between test mailings, where you want to tweak the copy for better results.
"Carol immediately put me at ease with producing a sales letter, something I don't find easy, providing a questionnaire and hints and tips that make you consider what you are about to write.
Always helpful and considerate, but at the same time honest and not
frightened to speak the truth, Carol's review came quickly, despite me delaying
sending in the letter in the first place, and using techniques where I learnt
rather than just receiving an amended document.
The final letter is a vast improvement over the original, which is due to Carol's experience and insight."
Operations Support (Software) Limited
Tips Guide / Booklet
A tips guide / booklet or report... sometimes known as a whitepaper or case study - is an extremely effective way of generating warm leads for your business.
When someone asks for a copy of your guide they are effectively raising their hand to say "Yes, I'm interested in what you have to offer."
A guide is also a great handout at business meetings... it is less likely to be discarded after the meeting because of the valuable tips and information it contains.
The content is developed from the material you supply.
Something You Should Know...
It doesn't matter how persuasive your letter is; how jaw-droppingly good your offer is, as I said before I can promise you it will generate a disappointingly dismal response if you send it to the wrong people.
Having a specifically targeted audience is crucial to the success of any marketing activity.
What a well-written letter does is up-the-odds of ethically persuading your prospects to snap up your offer.
Your Satisfaction Guarantee
So, as I said earlier no-one can guarantee results for your sales letter
because they are unfamiliar with the quality of the contacts on your database or
list- anyone who says they can is misleading you.
Added to that... when your letter goes out it is unlikely you know what
is happening in your prospect's life - it may be a bad time for him or your
offer could arrive with perfect timing, you just don't know.
Having the right offer, targeting a specific audience that is known to have
an interest in what you deliver and - of course - sending a highly compelling
and persuasive letter does stack the odds in your favour.
But, if you are at all familiar with my book or articles or my copywriting blog, you know I advocate making it extremely easy for your prospect to decide to go for your offer by taking away as much of the buying risk as possible.
So really, you expect some sort of guarantee from me, don't you?
And so you should!
My Promise To You...I will always meet the agreed delivery deadlines. And, if you follow my advice and send your letter to a quality, targeted list and the service you choose does not generate at least enough sales to cover your investment with me, then I will do one revision of your letter (or another Bentley Makeover of your new sales letter) completely free of charge.
And I will apply the same professional attention to the rewrite (or further
review) as I did to the original work.
That's fair, isn't it?
Send your enquiry using the form below and my PA will contact you to arrange a FREE, no-obligation telephone consultation to discuss your project... asking makes no commitment on either side but the sooner you engage my services, the sooner you reap the benefits of increased sales.
(I have to ask you to type in the graphic you see at the bottom to avoid spammers / hackers and so I can be sure I'm getting messages from real people, thanks for understanding)
Simply start your no obligation conversation with me now.
P.S. If you're going to survive - and thrive - through this recession then astute, targeted, direct response marketing is the wise business choice to make.
However, not having a professionally written sales letter could decimate your chances of success.
Take advantage of all the insider techniques, tricks of the trade, proven marketing tactics and my extensive copywriting experience to gain the edge over your competitors. Read how in this letter.