How to stand out as a B2C copywriter

Subscriber CO writes:

“Could you talk about how to stand out as a direct response
copywriter for business-to-consumer (B2C), when so many new
copywriters are now entering this space? Especially in industries
that are saturated, such as health and financial.”

Well, it’s a multipart answer — and CO may not like some of the

I would ask CO and others to seriously rethink targeting the
health and financial segments of consumer direct response.

There are two reasons. First, every copywriter and his brother
wants to write for these clients. And so the clients have a
cornucopia of writers at their beck and call.

Second, virtually all the top direct response copywriters serve
these niches. And your chances of writing a promo that beats
Clayton Makepeace or David Deutsch are slim to none.

If I were a newbie copywriter today, I would pick a niche other
than financial or health — ideally, one where (a) copy is
important and (b) I had some advantage over other writers.

For instance, if you have worked as a flight attendant, travel
would be a logical niche, because you know the industry and have
traveled many thousands or millions of miles more than other

Remember, two things clients look for in direct response
copywriters are (a) a track record of winning promotions and (b)
specific experience in an industry or product category. As a
newbie, you are more likely to have the second than the first.

If you still insist on financial and health, target areas of
these two niches other than the most competitive.

In health, a few sub-niches that are not overcrowded — but still
lucrative and fun — are medical devices and equipment, hospitals,
and software … rather than the prize every other copywriter is
chasing: writing copy for dietary supplements.

In financial, while everyone wants to write for Agora, Weiss, and
other stock newsletter publishers, consider gold and silver
(bullion and coins) sellers, option trading systems and software,
insurance, and banking, to name several.

Assuming I can’t dissuade you, and you’re jonesing to write for
nutritional supplements or investment letters, at least come at
it from the side.

Meaning instead of writing major long-form promotions, such as
online sales letters and VSLs, write related material for
campaigns; e.g., special reports, email autoresponder series, and
name squeeze pages.

And there, CO, is my answer.


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