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DIRECT RESPONSE COPYWRITING

Direct-mail, print ads, complete multi-step, multi-media campaigns, TV infomercial scripts, audio/video brochure scripts, teleseminar scripts, books that sell.


Fees vary, quoted per project. Typical range for a multi-step direct-mail campaign: $23,400.00 to $54,600.00, more complex multi-media campaigns up to $78,000.00. Full-page print ad: $15,600.00 to $23,400.00. Royalties range from 2% to 5% of gross revenues resulting from use of materials, in perpetuity. Clients who do very large volume mailings may negotiate a royalty buy-out. Fee reduced by as much as 25% on “beat-the-controls” for established, large volume mailers. Comprehensive critiques: $900.00 per hour or refer to ‘Copy Autopsies’, later this Section.


Categories of work: Primary specialization is information products, courses, newsletters, seminars, conferences, boot camps and coaching programs. Additional categories: financial, business opportunity, weight loss, alternative health, political and fundraising.


Instruction/Coaching: Occasionally hired by ad agencies or corporations to conduct 1, 2 or 3 day in-house sessions, teaching and discussing copywriting techniques, critiqueing actual ads and campaigns, and brainstorming ideas. 05 Fee: $8,600.00 per day/$24,000.00 3-day, if meeting held in/near Cleveland, Ohio*, $9,600.00 per day if other location. (*Groups of 15 or less can meet in conference room in my home.) 06: $8,800.00 per day, $24,600.00 3-day, Cleveland availability only


Client List (Partial) *Asterisk next to repeat or continuing clients


Altadonna Communications – information/seminars, chiropractic profession*

Pirhana Marketing – information/seminars, carpet cleaning industry*

Restaurant Marketing Systems – information/seminars, restaurant industry*

Sun Securities – financial*

Weight Watchers International

Catholic Life Insurance

C. Proctor – coaching programs for Realtors*

J. Kaller, “Mr. Pre-Foreclosure” – information/seminars for real estate investors*


Over 85% of all clients utilizing these services once do so repeatedly. My full-page ads for various clients have run in major media, for as long as 7 continuous years. One of my infomercials aired continuously for 8 years, a yet unmatched record in its category.

To Inquire:Please send a one to (maximum) two page memo describing your business, products, needs, etc. to my attention @ 602-269-3113.

Other Recommendations:


(1)My book, THE ULTIMATE SALES LETTER, is a primer on my approach, and has become something of a ‘bible’ for both pro copywriters and marketers since its first publication in 1991. It is available from online booksellers, in bookstores, and in Kinkos.

(2) My NO B.S. MARKETING LETTER focuses on effective direct-response advertising and marketing for all types and sizes of businesses. For subscription information, click here.

(3) I also release a new collection each month of copywriting examples, including rough drafts, work in progress, completed campaigns, with analysis. This LOOK OVER MY SHOULDER PROGRAM is, frankly, expensive, and appropriate only for very serious students / practioners of direct-response copywriting. It is published by Kennedy-Lillo Associates, and information is available at www.petetheprinter.com
 

Comments About Fees

Here is a list of other respected professional freelance copywriters and their rates, as published in the 2004 Edition of ‘Who’s Charging What.’ (I am not listed in this directory, as I do not prospect for clients. I imagine my friend, copywriter John Carlton is not listed for the same reason.) These fees quoted are for a single direct-mail package ie. letter, enclosures, envelope, which I rarely do; instead I work with clients on multi-step, multi-media campaigns often including lead generation direct-mail, e-mail, FAX, ads; main sales letter; 3 to 5 follow-up mailings, e-mail, FAX, voice broadcasts. However this will give you some range of comparison. The fraternity of top copywriters in the country is extremely small, incidentally. You will also note some of these do not cite royalties of any kind. I am always paid a royalty, and continue to ‘tweak’ copy as results warrant, and continue to be available for advice related to the project. You will find I am one of the most expensive copywriters in America. Regardless, 85% of all clients who hire me once do so repeatedly. In the past few years, I’ve exceeded $500,000.00 per year in copywriting fees and royalties, and this represents only about 1/4th of my business activities. In semi-retirement, officially commencing 2005, I am increasingly selective, taking on new clients only when I am confident it is a good match.


Gary Bencivenga
bencivengabullets.com
$25,000.00 as advance against royalties.

Bob Bly
Bly.com
$7,500.00 - $12,500.00 plus 2 – 3 cent per piece mailed

Carline Anglade-Cole
$20,000.00

Craig Huey
Cdmginc.com
$9,000.00 - $19,000.00

Mal Decker
Maldecker.com
$12,000.00 - $15,000.00

Dean Rieck
Directcreative.com
$10,000.00 - $15,000.00

Rene Gnam
Renegnam.com
$15,000.00

Don Hauptman
$15,000.00 - $20,000.00

Jack Kuhnemund
$12,500.00 plus $20 per 1,000 mailed

Not Listed In The Who’s Charging What Directory:

John Carlton

Jeff Paul

 

Copy Autopsies

COPY AUTOPSY – Single Piece Or Campaign

Comprehensive, personal critique and rewrite suggestions for ad, sales letter, web site, etc. Includes complete review and analysis of piece(s), written feedback including some rewrite (entirely at my option) as warranted, followed by a 30-minute telephone consultation. $4,000.00.

COPY AUTOPSY – All Marketing Materials

Comprehensive, personal critique and rewrite suggestions for all your company’s currently used advertising and marketing materials. Includes complete review and analysis of piece(s), written feedback including some rewrite (entirely at my option) as warranted, followed by a 60-minute telephone consultation. $8,000.00 to $16,000.00.

Phone: 602/997-7707      FAX: 602/269-3113

NOTE: WEB SITE FOR INFORMATION PURPOSES ONLY. E-MAIL NOT ACCEPTED.
DO NOT ATTEMPT E-MAIL TO WEB SITE; IT WILL NOT REACH MR. KENNEDY.

What The Pros Say About Dan

"If you want to make waves, go to Harvard and get your PhD. If you want to make money, get you PhE - rush to your nearest bookstore and get Dan Kennedy's new book - it's like a four-year course in
Entrepreneurship!"

- Al Ries, Chairman, Trout & Ries, co-author of Positioning, Marketing Warfare, Bottom Up Marketing, and The 22 Immuntable Laws of Marketing

"Dan Kennedy's smart marketing advice has been of great value to our business. I wish I'd read his book 'How To Turn Your Ideas Into a Million Dollars' back when we started Joan Rivers Products. It certainly would have made our journey easier."

- Joan Rivers

"As I went through these pages I saw many things I'm already doing. But I was amazed to discover how many things I'm not doing - but will do now! And the Million Dollar Rolodex at the back of the book is worth ten times the price of the book. You could spend $1,000 and attend the seminar, or buy the book at have the seminar at your fingertips forever. I like that idea!"

- Murray Raphel, Raphel Marketing
Leading authority on direct marketing for retail stores, Columist for over 20 years in Direct Marketing Magazine, Author of Customerization

"Dan Kennedy can make dreams come true. You'll get a million dollars worth of value from this book. A 'must read' for entrepreneurs and CEOs"

- Joseph R. Mancuso, Founder, Center For Entrepreneurial Management/ The Chief Executive Officers Clubs

"At our Conferences, we deal with thousands of inventors, authors, manufacturers and creative people bringing new products to the marketplace. Every one of them would profit tremendously by reading Dan Kennedy's book. He describes every option for turning sound ideas into fortunes - including our industry, direct-response TV."

- Helene Blake, National lnfomercial Marketing Association NIMA International

Author of Books on Marketing, Management and Entrepreneurship

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