About Scott Martin

Scott Martin is a direct response copywriter based in Charlotte, North Carolina. He has also written or edited 18 books including The Book of Caddyshack: Everything You Always Wanted to Know About the Greatest Movie Ever Made. Scott provides free resources for marketers including direct response checklists.

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Articles by this author:

Defining Happiness: The Oft-Forgotten Key to Conversion (Part 2)

happiness

In part one of this blog series, I detailed the “conversion importance” of discovering what really makes your potential client or customer deliriously happy. It’s vital for conversion to determine what happiness really means in the mind of your website visitor. For that article, I dipped into the worlds of golf and vehicles in the […]

Defining Happiness: The Oft-Forgotten Key to Conversion (Part 1)

happiness

Andrew Wood, the marketer who introduced me to direct response copywriting always said (and still says): you must always be selling happiness. Andrew can market pretty much anything but one area of specialization is golf. In golf, it’s not hugely difficult to sell happiness. You can tell golfers they will hit the ball “longer than […]

Let Me Press Your Buttons: 6 Rules for Clickable CTA Buttons

Action button

What’s the different between success and failure? Or being the “best-of-the-best” and the dreaded somewhere in the middle? In my experience, it’s a combination of hard work and attention to detail. In a variation of the 80/20 rule, an extra 20% effort often places you in to the hallowed ground of the super-achiever. Paying close […]

Headlines for Maximum Conversion: Tips, Templates & Tactics

headlines

Whether you’re a copywriter or a marketer, conversion is ultimately your business. My goal as a direct response copywriter is to persuade as many readers/viewers/listeners to take the next step in the buying process. Your job as a marketer is to maximize ROI for your company or client. And that means maximizing conversion. How does […]

A Valuable Marketing Lesson from Scottish Politics

edinburghprincesgardens

On September 18, voters in Scotland will go to the polls. It’s a referendum: yes or no. The question… do you want to remain a part of the United Kingdom? That’s right, this September, Scottish voters will decide if they want to be a totally independent nation. Big decision. With a simple “yes or no” […]

So You Won An Award? Now What?

industry awards

On occasion, I like to visit a local establishment called Sir Edmond Halley’s in my adopted home town of Charlotte, North Carolina. It’s a restaurant/pub and a favorite among locals. Look closely at the menu and you’ll find, under burgers and sandwiches, “The Award Winning Sir Edmond Halley’s Bacon Cheeseburger.” On the rare occasions when […]

How to Get the Only Marketing Education that Matters

direct marketing

If you really want your marketing to rock, the last thing you should do is get a degree in marketing from a university. Yes, what I just wrote may lead to vitriolic hate mail and comments from university admissions offices around the world. But, based on my real-world experience, I stand by my comments. A […]

Your Campaign Failed? GREAT!

dangerous experiment

“The problem with most copywriters is they don’t think in terms of selling,” says David Ogilvy in his video titled We Sell or Else. “They’ve never written direct response. They’ve never tasted blood.” When Ogilvy says, almost enthusiastically, “they’ve never tasted blood,” he’s talking about failure. Ogilvy founded one of the world’s most successful ad agencies, […]

2 Ways to Craft Successful Sales Copy: Which is Right for You?

ogilvy ad

As a direct response copywriter, my job is to persuade people to buy a product or use a service. More specifically, I want the reader to provide their email, buy something on the spot, pick up the phone, or contact the company. Fortunately, there’s more than just one way to do that. On occasion, direct […]