Bob Bly Direct Response Copywriter Official Banner

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.

Share

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.

135 responses about “The 3 Differences Between a Direct Response Copywriter and an Above the Line Copywriter”

  1. Online Jewellery Store India said:

    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

  2. Paulo Vieira said:

    Thank you for this information, helped me a lot!

  3. webservice said:

    Direct response copywriter is the position I would never apply for. Above the line is much more interesting.

  4. Frases da Conquista said:

    thanks for the info. helped me a lot.

  5. Silvia said:

    Very good text, thanks!

  6. Livro Adeus Estrias said:

    Thank you very much for information help -me very!

  7. Felipe said:

    Very good, I would like to introduce this article that teaches you to learn English with music

  8. empregos uberlandia said:

    Thank you, helped me a lot!

  9. vagas de emprego em bh said:

    Very good text, interesting.

  10. Rdm Cursos Online said:

    I’m taking a copywriter course and this article helped me a lot!

  11. Guestblogit said:

    Ohh great information. Thanks

  12. pousadas serra do cipo said:

    Very good text, helped me a lot.

  13. asmr said:

    Very good text, thank you!

  14. uptown18 said:

    Very nice website it helps me alot. thanks

    http://uptown18.blogspot.com/

  15. ASMR Brasil Blog said:

    Always great to know more about it!

  16. Health Tips said:

    Find Lifestyle News and Health Tips from WoiKar. Get latest trends on Lifestyle articles, Fashion and Health Tips and many more.

  17. Paulo said:

    Nice job! I like this content. I will share this on my Facebook.

  18. Anderson said:

    This site has very interesting content! I will add to my favorites. http://comofazerumtccpassoapasso.com/

  19. Vencendo a azia said:

    Great text. I will share it with my friends on social networks.

  20. GOindiastore said:

    It is all very useful information! thanks for sharing with us.

  21. rafael said:

    Thank you for this information, helped me a lot! Very Good!

  22. Patrick Souza said:

    Very Good!!!

  23. como fazer porcelanato liquido said:

    Very good text, interesting

  24. mariana said:

    very good

  25. airtelbalancecheck said:

    very nice post
    http://www.airtelinfo.com/2018/01/airtelbalancechecknumber.html

  26. anderson said:

    hello, nice thanks very good

  27. routingnumber said:

    find Routing number

  28. suvery said:

    surveys feedback

  29. jogh said:

    kohlslistens good article

  30. Bia said:

    That’s a awesome website!

    como sair da depressão profunda

  31. fendi said:

    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

  32. punama said:

    Thank you for this information, helped me a lot! Very Good top video downloader

  33. Anna Shetty said:

    I am grateful to have opened this discussion. This question is quite interesting to me. Finally the answer was found driving directions

  34. jim said:

    Thank you for this information, helped me a lot! Wort Guru and Codycross

  35. alanabui said:

    Thanks for your post. There is a lot of information needed for me big head soccer

  36. Tiago Oliveira said:

    The copywritte is essential for us to help people find solutions for they problems!! sabonete artesanal

  37. Sanjay Johnes said:

    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/

  38. Michael Johnson said:

    It is the best article i ever read. It provide usefull information regarding copywriting. You may also chek my article.

  39. cool kiu00 said:

    congratulations! it’s a wonderful thing! I agree with your opinion!
    map quest

  40. Veteran Tips said:

    Really Helpful Article, Keep This Work Up Good Going Full Form Of ISRO In Hindi

  41. chanyang55 said:

    Thanks for this useful information, this feature doesn’t everyone know
    video downloader

  42. Vikash Pedia said:

    Thank you so much for sharing this valuable content.
    Jio Media Cable

  43. jio rock said:

    Great Post.
    https://www.jiotvforpcfreedownload.in

  44. jiokrish said:

    Great Post

  45. Moded VPN Applications said:

    Nice post. Have alook in to my site.You will love it.

  46. Quranic solution said:

    As science has progressed so has our thinking. Now, it is a proven fact that every religion known to us is scientific and anything prescribed in them has a proven motive behind. For example, your daily salat is way too practical and its practice can keep your metabolism active and helps you keep the depression away

    Read more https://www.quranicsolution.com/quranic-verses-for-cure-of-diseases/

  47. getloveback mantra said:

    Guru Gorakhnath mantra sadhna is very useful to achieve any kind of success in life. It allows you to get jobs, respect, and great heights in business

  48. Pt. Kamal Kant Shastri said:

    Indian astrologer Pandit Kamal Kant Shastri is honored by the Astrology Research Center, he did many research in astrology and solved the most difficult problem of life astrology. Pandit ji has gained expertise in the following works.

  49. CarGames said:

    Hi, thanks for sharing and I found it very helpful for me.

  50. crush whatsapp e instagram said:

    Awesome website content. Thank you for sharing this with the world!

  51. aweA said:

    como conquistar um homem nas mensagens Hi, very helpful webiste.

  52. Tracy Wyvern said:

    https://yardofdeals.com/
    https://yardofdeals.com/collections/kurta-pajama
    https://yardofdeals.com/products/men-pink-solid-kurta-with-pyjamas-by-treemoda-4
    https://getmetoy.com/

  53. AFI mutuelle santé said:

    Awesome website content. Thank you for sharing this with the world!

  54. sanitiser dispenser said:

    I really appreciate the kind of topics post here. Thanks for sharing us a great information that is actually helpful. Good day!

  55. bakopare said:

    By using this Qdoba Mexican Grill Customer Service Survey, Qdoba Mexican Grill will get a review from their customer about product and service.QdobaListens Guest Survey

  56. Mums Mall said:

    Thank you for this great information.

  57. Shaun said:

    I think the most successful copywriters are able to do both at the same time.

  58. yafecossd said:

    IIHF announced that the 2021 world juniors which were shifted because of the pandemic will still take place on the Edmonton world junior ice hockey Live bubble but it is going to be on a different day. The format for that will remain but there could be more restrictions because of the pandemic.

  59. gisewids said:

    This would allow the event to maximise revenue from a site fee, AJ vs Fury Boxing Pay-per-view while also being aired at a prime time slot in the UK to maximise pay-per-view revenue.

  60. Karishma Agarwal said:

    The details on the socialization are provided by the writer of this content, such valuable information for the coffee lovers. As per my thoughts, it’s gonna be BLAST. For some funky nights with Escorts in Jaipur in real life that are you dreaming. Then our agency is giving you the chance of fulfilling the naughty thoughts of yours.

  61. Jack payne said:

    It was very useful to me. Thank you so much as you have been willing to share information with us. We will forever admire all you have done here The Resident S04 Emily VanCamp Jacket

  62. xokahsds said:

    THE NAB AFL Women’s competition is back for season 2021 and you can watch every match LIVE right here. If you’re out Watch AFL online and about, you can every game on the AFL Women’s Official App and the AFL Live Official App. The Telstra TV AFLW App will also show every game live, with a full stats sidebar available too

  63. allsurveyinformation said:

    https://allsurveyinformation.blogspot.com/

  64. good boy said:

    Thank you so much for the post Latest Africa songs

  65. One Dasty said:

    Home Pug puppies Selecting a new pug puppy or French Bulldog is a daunting task. You want one that is healthy but also comes with a pleasant personality and is adaptable to your lifestyle.
    https://pugslandbreeder.company.com

  66. McOrlando said:

    All of Pitbull dog and puppy are home. Current on shots, deworming,health certificate, genetic health guarantee, and AKC registration papers. All new families are required to sign a contract that includes a basic health guarantee and a 3 year genetic health guarantee. They have been raised in our home around small children, kittens and dogs of every size to help them develop well round personalities accustomed to daily home activates. We encourage families to ask question and to stay in contact with us.
    All puppies sold as pets will go home spayed-neutered! We also sell puppies along with breeding right. Note this will include an additional fee.
    https://pitbullbreeder.company.com

  67. robert said:

    https://savannahbengal.company.com/

  68. myaarpmedicare said:

    Thanks for sharing, I found a lot of interesting information here. A really good post, very thankful and helpful.

  69. serixo5004 said:

    Wingstop Guest Satisfaction Survey is an opportunity for you to share your thoughts about the restaurant.

  70. lsm99 ??????? said:

    I like coming to work together. 918kiss pc until they were close like a family So everyone likes working like this. It’s the best

  71. teco bill pay said:

    What Time Does Burger King Stop Serving Breakfast? Burger king stop serving breakfast at 10:30 am. Its better to be there before 10:30 a.m. Burger king stop serving breakfast at: 10:30 a.m. sharp on all week days and stops serving at 11 a.m. on Sunday.

  72. afb1188 said:

    Whether it is live Or an interesting compensation price Making it possible to attract customers as well Along with many promotions to choose from fully One place, superlot complete in one website.

  73. Ndure Shoes said:

    From Ndure buy the best quality men trousers Pakistan online at affordable price. Fast Shipping.
    Buy Latest fashion sports bra Pakistan online from Ndure. Fast Shipping at your doorstep.
    From Ndure buy the best quality men cotton t-shirts Pakistan online at affordable price. Fast Shipping.

  74. Ndure Shoes said:

    The best wide leg trousers for women are in town only at Ndure Log onto our site or visit our stores to get your hands on the best women s trousers suitable for all occasions Each trouser is manufactured keeping in mind comfort, luxury, and ease, casual hangouts Ndures trousers for women are the key to every day comfortability.
    From Ndure buy latest fashion basic women graphic tees at affordable price. Fast Shipping.
    Buy online Latest fashion loungewear trousers for women from Ndure. Fast Shipping.
    Buy Latest fashion polo t shirts for men online from Ndure. Fast Shipping at your doorstep

  75. Link Mua said:

    ma giam gia

  76. lisa wallisome said:

    Scream Neve Campbell Leather Jacket is upcoming trending Jacket and everyone wants to get this product and we know this product is being sold on various platform bus we have some special offer for you this offer is being given for Christmas with 30% discount don’t be late and

  77. Wisdom Pharma said:

    Wisdom Pharma offers you all the best selfcare products in one convenient place, such as their sun blocks and sun block for oily skin. So, buy from Wisdom Pharma and get high quality Sun block Creams online. Wisdom Pharma brings the best sun block prices in Pakistan.

  78. Bridal dress said:

    Jazmin offers an amazing collection of ladies ready to wear dresses and designer wear. Grab these stylish and trendy party wear dress online today from Jazmin.pk. These women’s ready to wear clothes are sure to bring attention and improve your wardrobe. Jazmin offers the best ready to wear clothing in Pakistan.

    Jazmin offers an amazing winter collection of ladies clothing and designer dresses. Grab these stylish and trendy new dress designs online today, from Jazmin.pk. These women’s dress designs are sure to bring attention in 2022 and improve your wardrobe. Jazmin offers the best designer dresses in their Winter collection.

    Jazmin offers an amazing chiffon collection of ladies wedding dresses. Grab their stylish and trendy new bridal dresses and wedding dresses online today. These chiffon dresses for women designs are sure to bring attention and improve your wardrobe. Jazmin offers the best ladies maxi dresses in their Chiffon collection

  79. Chinyere said:

    Chinyere is top clothing brand of Pakistan. They have top design of women apparels.

  80. Enem Mall said:

    Buy trending polo shirts online in Pakistan from Enem Mall.
    Enem Mall has a huge variety of boxers for men in Pakistan to buy online. visit now.
    Buy trending t-shirt for men online in Pakistan from Enem Mall.

  81. totoright said:

    Thank you very much for posting it. Please leave a message. I can’t thank you enough for your blog. Do your heart a favor from the bottom of your heart! It’s fantastic totoright

  82. jocelyn said:

    This is very educational content and written well for a change. It’s nice to see that some people still understand how to write a quality post. las mejores Batidoras bosch

  83. Jazmin said:

    Jazmin constantly offers amazing sales on their brand of women’s clothing, including their ready to wear dresses. Grab these stylish and trendy sale on brands dresses online. Jazmin.pk offers the best sale of any women’s clothing brands all the time. Buy from their sale and keep your wallet happy.

  84. Borjan Shoes said:

    Borjan offer best quality men shoes. Check borjan shoes for men online.

  85. serie turche eu said:

    Great article. Thanks for providing this useful information.

  86. Chinyere said:

    Chinyere is top clothing brand of Pakistan. They have top design of women apparels.

  87. dafoxoasa said:

    UFC 279 Chimaev versus Diaz is an impending blended combative techniques occasion created by the Ultimate Fighting Championship UFC 279 Reddit stream that will happen on September 10, 2022, at the T-Mobile Arena in Paradise, Nevada, part of the Las Vegas Metropolitan Area, United States.

  88. Amapiano Songs said:

    Musicdownload.co.za The Amapiano star DJ Maphorisa said he assisted his associate and companion Kabza De Small with turning into the power he is today Amapiano Songs

  89. Jazmin said:

    Jazmin constantly offers amazing sales on their brand of women’s clothing, including their ready to wear dresses. Grab these stylish and trendy ready to wear sale dresses online. Jazmin.pk offers the best sale of any women’s clothing brands all the time. Buy from their sale and keep your wallet happy.

  90. Ndure Shoes said:

    Ndure is known in the nation as Pakistan top shoe brands online, offering quality apparel and footwear.

  91. Rivaj UK said:

    Grab amazing cosmetics and related products like primer makeup and the best primer, only from Rivaj So, grab their best primers today and enjoy Their primer makeup sets are truly unbeatable and offer a high degree of satisfaction Rivaj offers the best primer makeup to their customers all the time

  92. james gist said:

    Are you studying in the United State? Is it true that you are tired of disappointments? Well, we can get you through this. At online exam help we give everyone the opportunity to change their future. In addition to that, we ensure that students get unbelievable written content. It is the justification for why over 1000+ students get appreciated for our Exam Help.

  93. Chinyere said:

    Summers are on so why hustle for lawn dupatta design simply visit the Chinyere for stole scarf and variety of stole design. Check now

  94. Enem Mall said:

    Enem is offering mens cotton night suit which makes you sleep comfortable, and this suit is fancy and cost-effective

  95. Alexpeter said:

    Our career coaches have decades of experience and have taken thousands of interviews across different industries – so you’ll be in AMAZINGGG hands for your Interview Tips

  96. TOTOMAX said:

    Now I confess I’ve been reading your posts all along the time. I like every sentence you wrote so much that I came to your blog and read the same thing over and over again. I hope you continue to share good information. TOTOMAX

  97. TOTOBLOGS said:

    Such a piece of writing should be on the paper. Putting useless gossip on the ground is a waste of resources and environmental pollution! Instead of that, you should put this on the paper! You’re the best.TOTOBLOGS

  98. Rios Cosmetics said:

    Stunning sunblock and sunblock cream are offered by Rios, a great new multi brand store. The shop wants to bring their customers satisfaction with the best sunblock in Pakistan. Their best sunblock is perfect for your needs. With their sunblock and related products, Rios is sure to meet all of your demands.

  99. music fakaza said:

    Get more news and Downloads on South African music Download

  100. Diba said:

    Did you notice that the sewer pipe always gets clogged at night and on holidays? We really need a professional team that can provide guaranteed well draining services around the clock. The experienced team for emptying Tehran’s wells Cleaning is guaranteed and 24/7

  101. Mike Rooney said:

    Awesome blog. I have read and thought about what you said. I have bookmarked it and I am looking forward to reading new articles. Keep up the good work!
    Edgerunner Jacket

  102. gil12 said:

    Best Shisha in Ireland offers you a wide range of shisha with flavourful drinks to go with it. Bring in your friends and family and enjoy the secluded atmosphere we offer you. We are offering amazing deals on drinks and shisha combos throughout the week

  103. 123bet said:

    I find your write up quite intresting and educative as well.

  104. carls12 said:

    cloud architecture this individual can develop, deploy and manage robust, secure, scalable, highly available solutions to drive business objectives.

  105. ash12 said:

    Affordable Flights by FlightsnTravel gives you an amazing and relaxing flight to travel all across the globe with your partner or with your family.Then what are you waiting for book your flight and get a chance to travel with US

  106. Oxeltech said:

    Electronic design services involve the process of designing and developing electronic devices or systems, such as circuit boards, microprocessors, and other Electronic design services. These services are typically offered by companies that specialize in electronic engineering and design.

  107. Subhash Shastri said:

    Yeah! This is very interesting post. I look forward for seeking more on your website.
    Astrology Consultancy Services in India

  108. Invisible Braces said:

    You should take part in a contest for one of the highest quality sites on the web.

  109. talk to astrologer said:

    Thanks for the information you shared. Loved the way you explained everything in this blog.

  110. harivanshtours said:

    The quality and quantity of work produced in here is absolute informative. Thanks for sharing.
    Car Rental in Jaipur

  111. maharana cab said:

    This is an impressive post. Keep on blogging. This is an excellent post, thanks.
    Rajasthan Tour By Car

  112. novelwebsolution said:

    I Just love your Blog super interesting and informative.

    ECommerce Website Development Company In Jaipur

  113. Pronto Panels said:

    Good article, but it would be better if in future you can share more about this subject. Keep posting.
    Industrial Partitions

  114. Speak To Astrologer said:

    Excellent ! I personally like your blog and waiting for more articles like this

  115. cavpshost said:

    Hosting companies that provide virtual private server plans for Windows operating systems at a reasonable price, they are cheap windows vps hosting. These plans often offer a range of customizable resources and features, including as RAM, storage, and CPU cores, to meet a variety of hosting requirements.

  116. Maples Closet said:

    Buy the best luxury bags online in Dubai at Maples Closet, your go-to destination for women’s fashion. Browse our exquisite collection and choose from a range of meticulously crafted bags that effortlessly blend sophistication and functionality. Elevate your style with our premium selection of luxury bags, available for convenient online purchase. Shop now and embrace the opulence of Maples Closet’s luxury bags in Dubai.

  117. eladó cégek hirdetése said:

    Great post I must say and thanks for the information.

  118. toni eka saputra said:

    ??i nh? c? h?i trúng l?n, nào, ??ng b? l? c? h?i ngàn vàng này, hãy th? ch?i slot ?ang ch?i nhi?u nhân l?n ngay hôm nay, link ??ng ký : https://www.asia99.work/vn/

  119. cégeladás adequit said:

    Great post I must say and thanks for the information.

  120. Visit Now said:

    Learn more about Spotify

    How to Select Multiple Songs on Spotify Web Player
    How to Post a Song on Spotify
    How to Listen to Spotify While Playing Roblox

  121. John76 said:

    great work Bohemia Market

  122. BSNS Consulting said:

    As a leading provider of Business Consultancy Services in Pakistan, BSNS Consulting is your trusted partner for achieving sustainable growth and success. We understand the local business landscape and offer tailored solutions to address your specific challenges. From market analysis to strategic planning, our consultancy services are designed to unlock your business’s full potential.

  123. Gary Scott said:

    Thanks for the informational content.

  124. envoytoken said:

    Hello. I found a blog through Google while looking for a similar issue. The website has been posted and it looks good. You have added a bookmark to your favorite. https://envoytoken.io/

  125. CAvpshost said:

    Welcome to CaVPS Host, your gateway to powerful and reliable Windows VPS hosting solutions. Our hosting services are designed to provide you with the flexibility and performance you need for your online projects. With CaVPS Host, you can enjoy the benefits of a dedicated Windows environment, ensuring seamless operation and enhanced security. Our state-of-the-art data centres guarantee low latency and high-speed connectivity. Whether for business or personal use, our Windows VPS plans are tailored to meet your specific requirements. Elevate your hosting experience with CaVPS Host and experience the difference in performance and service.

  126. Tiptop-Einrichtung said:

    The frisierplatz is the workspace within the hair salon where styling and grooming of customers’ hair take place. Hair is cut, styled, and colored here to achieve the desired look.

  127. ???????? said:

    I want to extend my heartfelt thanks for this significant information.

  128. dered881 said:

    Thank you for your generosity in making this information accessible. ????????

  129. seqote441 said:

    I’m deeply grateful for your generosity in providing this information. https://konvert-moscow.com/

  130. Vallee Real Estate said:

    Our Burnaby realtors have a deep understanding of the local market. Whether you’re buying or selling property in Burnaby, our dedicated Realtors are here to assist you. Explore our listings and experience the best in Burnaby real estate with us.

  131. Liquid Micronutrients said:

    Find the essentials here.

    Best Micronutrients for Plants in India

  132. Aries Agro said:

    Thank you for providing such informative content.

    Looking for the best “fertilizers” for your crops? Aries Agro offers a range of high-quality products that you can rely on.

  133. mosquitokiller said:

    Explore WBM premium range of mosquito-killer products to ensure effective protection. Our collection includes mosquito killer lamps, powerful mosquito repellents, and dependable insect killer rackets, providing a comprehensive array of solutions.

  134. TipTop Enrichtung said:

    With TipTop-Einrichtung’s special collection of Barber stühle , you may discover the pinnacle of comfort and style. Upgrade the atmosphere of your salon with high-end chairs that are both aesthetically pleasing and useful. See our selection to find the ideal TipTop-Einrichtung accessory for your barbershop.

  135. Aries Agro said:

    ries Agro is committed to offering premium micronutrients and Fertilizers products that enhance the vitality of crops, plants, and animals across India.

Leave a Reply