The 3 Differences Between a Direct Response Copywriter and an Above the Line Copywriter
July 24th, 2015 by Bob Bly
“Above the line” (ATL) means marketing that focuses on branding and image, not response and sales.
There are 3 significant differences between a direct response copywriter like me and the ATL copywriters who serve Madison Avenue ad agencies and big consumer brands:
1—The direct response copywriter focuses on sales.
Everything we do is designed to get the cash register to ring – to bring in either an order or a sales lead.
The direct response copywriter has an advantage – namely, the sales results of most of what we write can be measured down to the penny.
Above the line copywriters often have no idea whether their ad moved the sales needle one iota, and so they are operating largely in the dark.
2—Branding people are obsessed with creativity.
Most ATL copywriters I know create advertising that is fun, creative, offbeat, humorous, entertaining, and beautifully designed.
The reason is that their clients, consumer brand managers, like those characteristics in their ads.
The direct response copywriter, as I have said, focuses on results, not aesthetics.
We don’t care whether the consumer likes our ad. We only care that she buys the product.
And long experience shows there is little or no correlation between people liking your ad and buying your product.
3—Branding people are obsessed with originality.
To them the goal is to be creative and original – to come up with a completely new idea or selling approach.
The direct response copywriter takes a different approach: We study what has worked exceptionally well in the past and then model our new promotions after these proven winners.
Most direct response copywriters keep “swipe files” which are collections of ads known to be proven winners.
We know they are proven winners because we see them run again and again. If a promotion bombs, marketers don’t tend to repeat it.
If it pulls like gangbusters, they do.
This entry was posted on Friday, July 24th, 2015 at 10:42 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
August 9th, 2016 at 1:45 am
So affordable was this Jewellery that it gradually became the practice of many women to purchase Jewellery simply to match, or accessorize, a particular clothing outfit.
For More Info visit as: http://www.iskiuski.com/jewellery.html
August 17th, 2016 at 11:10 pm
Thank you for this information, helped me a lot!
September 15th, 2016 at 6:12 am
Direct response copywriter is the position I would never apply for. Above the line is much more interesting.
December 9th, 2016 at 6:45 pm
thanks for the info. helped me a lot.
December 13th, 2016 at 7:42 am
Very good text, thanks!
December 15th, 2016 at 10:02 pm
Thank you very much for information help -me very!
December 22nd, 2016 at 1:27 pm
Very good, I would like to introduce this article that teaches you to learn English with music
December 29th, 2016 at 1:59 pm
Thank you, helped me a lot!
December 29th, 2016 at 2:01 pm
Very good text, interesting.
January 3rd, 2017 at 12:56 am
I’m taking a copywriter course and this article helped me a lot!
January 12th, 2017 at 2:01 am
Ohh great information. Thanks
January 16th, 2017 at 12:34 pm
Very good text, helped me a lot.
January 16th, 2017 at 12:35 pm
Very good text, thank you!
January 23rd, 2017 at 7:52 am
Very nice website it helps me alot. thanks
http://uptown18.blogspot.com/
February 10th, 2017 at 3:53 pm
Always great to know more about it!
April 3rd, 2017 at 8:25 am
Find Lifestyle News and Health Tips from WoiKar. Get latest trends on Lifestyle articles, Fashion and Health Tips and many more.
April 3rd, 2017 at 1:24 pm
Nice job! I like this content. I will share this on my Facebook.
April 3rd, 2017 at 1:25 pm
This site has very interesting content! I will add to my favorites. http://comofazerumtccpassoapasso.com/
June 9th, 2017 at 1:51 pm
Great text. I will share it with my friends on social networks.
July 21st, 2017 at 6:08 am
It is all very useful information! thanks for sharing with us.
August 22nd, 2017 at 1:48 pm
Thank you for this information, helped me a lot! Very Good!
September 24th, 2017 at 1:39 am
Very Good!!!
December 2nd, 2017 at 12:41 pm
Very good text, interesting
December 11th, 2017 at 9:43 pm
very good
January 25th, 2018 at 7:35 am
very nice post
http://www.airtelinfo.com/2018/01/airtelbalancechecknumber.html
February 9th, 2018 at 12:00 am
hello, nice thanks very good
June 8th, 2018 at 12:52 am
find Routing number
June 14th, 2018 at 11:33 pm
surveys feedback
June 22nd, 2018 at 11:26 am
kohlslistens good article
July 7th, 2018 at 7:55 pm
That’s a awesome website!
como sair da depressão profunda
October 18th, 2018 at 9:40 am
its great free amazon gift card generator and post free gift code free amazon gift card generator and generator and help me a lot. please keep continue posting free gift code generator articles free amazon gift code generator and on your great free gift card generator site
December 5th, 2018 at 10:17 am
Thank you for this information, helped me a lot! Very Good top video downloader
December 10th, 2018 at 3:55 am
I am grateful to have opened this discussion. This question is quite interesting to me. Finally the answer was found driving directions
February 8th, 2019 at 5:53 am
Thank you for this information, helped me a lot! Wort Guru and Codycross
February 12th, 2019 at 3:54 am
Thanks for your post. There is a lot of information needed for me big head soccer
March 2nd, 2019 at 12:49 pm
The copywritte is essential for us to help people find solutions for they problems!! sabonete artesanal
March 23rd, 2019 at 1:00 am
It was really a nice article, You may also like to check some of my articles,
jio media cable online booking
jio dth booking
https://jiodth.website/jiofi-4-vs-jiofi-5/
June 28th, 2019 at 10:37 pm
It is the best article i ever read. It provide usefull information regarding copywriting. You may also chek my article.
July 22nd, 2019 at 1:13 am
congratulations! it’s a wonderful thing! I agree with your opinion!
map quest
August 1st, 2019 at 11:50 pm
Really Helpful Article, Keep This Work Up Good Going Full Form Of ISRO In Hindi
August 9th, 2019 at 4:47 am
Thanks for this useful information, this feature doesn’t everyone know
video downloader
August 21st, 2019 at 2:51 pm
Thank you so much for sharing this valuable content.
Jio Media Cable
August 23rd, 2019 at 10:53 am
Great Post.
https://www.jiotvforpcfreedownload.in