UK Copywriter

As a Brit…

…having worked with ad agencies, including as a copywriter, and in the marketing sector promoting email marketing services…

…any well trained US copywriter would be forgiven for thinking that I have no clue about direct response copywriting.

The reality is, I have studied from the same greats just as you have.

The likes of Victor Schwab. Robert Colier. Eugene Schwartz, plus contemporaries such as via the AWAI 6 Figure Copywriting program, so I know full well that most British copywriters do not 'get it'.

In fact:

You'll be familiar with the name David Ogilvy, a Scotsman, who did 'get it'.  In this old video clip of Ogilvy, he explains my own view of the great difference between general advertising and direct response copywriting.

(Ogilvy's tone and emphasis fits equally to the argument I hear all too often in the UK of direct response long copy being a 'bit too American').

As you watch this clip from Ogilvy… especially if you are someone that has to judge or approve sales copy… try to imagine how this applies to long copy that is personal, expressive, detailed, story-like, hard hitting yet also subtle and insidious.

UK Copywriters Copywriting

If you must source a good UK copywriter (whilst I am probably not available but worth contacting me for recommendations), be sure to enquire as to their views of and experience with 'direct response'.

A positive sign is if they are excited by direct response.

…An even more positive sign is if they can provide you samples of copy that even you think might be 'a bit too American' (see some of my UK copywriting samples – opens in new window, some of which you might think is a bit too American).

But the best positive sign is a UK copywriter than can provide you with copywriting samples of work that has produced good results within the UK market.  (see my own huge ROI copywriting samples – opens in new window).

From 150 years of direct response marketing and copywriting, we have learned that human psychology is very much similar across the globe.  Yes on the CIM postgraduate marketing diploma I studied some of the cultural and business reasons for adapting marketing to suit different regions, cultures, etc.

But we are all motivated by similar things.  We seek pleasure. Repelled by pain.  Fear of loss. Attracted by gain.

The key difference between copy that is 'a bit too American' and best-practice professional UK copywriting is, in my mind, this:

UK copy should be more subtle and insidious.  Carefully getting under the skin of the prospect.  Not as 'raa-raa' as US style copy.  But other than that, good quality direct response copywriting for both sides of the Ocean, and around the world, are very much alike.

For a more thorough explanation of how to choose a quality UK copywriter, email copywriter, seo copywriter, direct response copywriter, visit my main UK copywriting services page.

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