This Writing Path Isn't For Everybody (But Has the Best Income Potential & Freedom Options)
If you're willing to roll up your sleeves and do the work, the payoff here is extraordinary.
Here’s a fun confession that still makes me blush…
When I first heard about copywriting, I didn’t think it was real.
After all, I’d been to college. I subscribed to fancy writer magazines. I was a seasoned 26 years old, for goodness’ sake! 😂
Yet I’d never heard a thing about this $2.3 trillion industry.
Clearly, I wasn’t paying attention.
But I’m not the first to realize one of the best things about aging is discovering just how much you still have left to learn.
These days, I know people who got into copywriting much younger than I did. I know others who didn’t come across it till their seventies.
And in all cases, they’ve made it work for them.
…Which is not surprising, considering that copywriting is the foundational skill of ALL the best-paid writing opportunities.
So I encourage you to sit up and really take in this post. It very well could be the launch point of your own high-flying, high-joy writing career!
—Mindy
If It’s the Biggest Income Potential and Ultimate Flexibility You Want…
By Mindy McHorse
Then this is the writing path for you.
It’s not a path for everybody, sure. It requires specialized effort and focus and study.
But on the other side of that are big projects, potential royalty checks, and a longer run with a higher income than most paid writers experience.
It also sets you up to be in demand. Don’t like client prospecting? In this field, often the clients look for you. And, once you’ve established yourself, they often reserve time on your calendar months in advance, just for the privilege of working with you.
But like the other writing opportunities we share here, this is one that still allows you to pick the topics you write about and the industry you write for.
And just like the other opportunities, it’s a path to a lifestyle where you have more control to determine what hours you work, where you do your work, and how and when you take time off.
The opportunity? Direct-response copywriting… but with a twist.
Here’s what I mean…
This Is Where the People Are
According to eMarketer, the time an average U.S. citizen in 2025 spends using digital media is six hours and 48 minutes daily.
Those hours are devoted to reading articles, exploring social media, or learning about interests and passions. It’s also time used for shopping the best deals, looking up the pros and cons of important decisions, and discovering new solutions to nagging problems.
And the main mode of delivery for all of this media? Writing!
So, if you’re already the type of writer who enjoys writing blog articles, social media posts, website pages, and e-books for your clients…
Then you may enjoy leveling up to become a direct-response copywriter who goes all in on a major sales campaign — writing in-depth promotions, ads, and video sales letters — and any other pieces that make up a campaign.
Both approaches to writing can be extremely successful. But the second approach, which is direct-response copywriting, is more relevant than ever before.
Now, in the past, direct-response copywriting was mainly associated with sales letters — and usually very long ones (12–24 pages). It’s also the same approach used in infomercials and catalogs.
But the truth is, direct-response sales strategy can (and should) be incorporated into virtually all other types of sales efforts — like video, which has become a major player in the direct-response world. Or an email series. Or social media posts. Even pay-per-click ads.
That’s because behind all of these vessels of communication is a simple, conversational formula that offers something of value to people at all stages of the customer journey… from awareness through retention.
Like Math… but Better
You’ve probably observed that these days, new forms of persuasive writing that focus on shorter, more frequently published copy are key in how clients attract and keep customers. This includes some of the projects I listed above, like ongoing blogs, case studies, e-books, social media posts, and websites.
These types of writing focus on sharing informational or editorial copy that attracts prospects and builds relationships with readers.
But that’s really just stage one in the direct-response buyer journey: awareness and relationship-building.
The next step is to prompt an action, like subscribing, buying, or donating. And that’s what distinguishes direct response from big “brand advertising” campaigns you see on billboards and commercials. It’s all about getting a reader to take an action.
And those actions are usually very direct and measurable.
For instance, a direct-response postcard might ask a recipient to call a number to sign up for a free info packet about a new product for sale. A direct-response landing page might ask a reader to opt in to a new email newsletter.
More specifically, each time a customer takes action as a result of something he’s read — clicks a button, replies via phone, makes a purchase — the business that published that copy can track that action. In so doing, they’re able to assess exactly how well (or how poorly) a marketing effort is performing.
From there, the business can work with their copywriter and marketing team to tweak the messaging, change the design, or adjust their targeted prospects. All of this is done with the goal of selling more products and services or bringing in more money for a fundraising or other type of campaign.
The Perfect Blend of Writing and Impact
Direct-response copywriters are often paid better than other writers because their results can be measured. And, because of that, they can study stats like return on investment, response rates, and conversion rates. They can strategize with their client about things like upsells, down-sells, and cross-sells.
These are the writers who enjoy being right in the thick of it when it comes to building a successful promotion.
And, because they are able to make a direct impact on a company’s bottom line, thanks to diligent study of direct-response strategy, they are also very well paid.
There’s a general rule in marketing: The closer you are to the sale, the higher your compensation.
For direct-response copywriters who focus on sales letters, it’s their writing that has a very direct and measurable impact on the bottom line.
In fact, if you look at some of the top-earning copywriters out there — Bob Bly, Carline Anglade-Cole, Marcella Allison, and Guillermo Rubio are just a few— they are all direct-response copywriters who specialize in sales letters.
Besides a flat fee to write a sales letter, these copywriters often also receive “royalties” or a portion of the profits for each unit that is sold. If a promotion is very successful, these royalties could add up to thousands and thousands of dollars.
The Products Behind Million-Dollar-Sales Cycles
Below, you’ll find a list of six of my favorite direct-response copywriting projects along with typical fees for experienced writers.
Each one is ideally suited to writers who want to have their hands directly in the mix. Writers for these projects need to be ready to work closely with their clients to build a successful campaign that deserves huge compensation.
Pay-per-Click Ads ($75 to $350 per ad) Have you ever noticed an eye-catching ad while browsing the web? Often these pay-per-click ads are able to break through the search engine clutter and lead to a sale or generate leads for an email list. As a PPC copywriter, you’ll create a dynamic type of short-form copywriting where changes can be made instantly to yield better results.
Sales Emails ($250 to $2,000 per email) Did you know the number of global email users amounted to 4.37 billion[i] in 2023? Email is one of the top ways for companies to reach customers and grow sales with special promotions, invitations, and targeted messages. Email writing is typically short and conversational… not to mention highly effective! Every dollar a marketer spends on email usually results in $38 to $43 in return! That’s why companies are willing to pay big bucks to email writers.
Online or Print Advertorials ($800 to $1,500) If you combine an advertisement with an editorial, you’ll get an advertorial. This type of writing often looks like a regular (and very interesting) article in a magazine, newspaper, or website, with a length under 2,000 words. The secret lies in the fact that it’s actually designed to sell the reader on a specific product or idea.
Video Sales Letters ($5,000+, plus royalties) Don’t let the word “video” fool you. A well-written script for a video sales letter is one of the top projects you’ll work on as a direct-response copywriter. Here, you’ll have the chance to tell dramatic customer stories and bring high value to your viewers. Clients love VSLs because they can double or triple a response rate that results in huge royalties for the copywriter.
Online Sales Pages ($3,500 to $8,000, plus royalties) Your customer’s journey from first click to final purchase often goes through a tightly focused webpage with a particular audience in mind. This landing page is designed to sell a product or service. Prospects “land” on this page usually after clicking a pay-per-click ad while browsing on the web.
Magalogs ($9,000 to $15,000, plus royalties) Mash up the words “magazine” and “catalog” and you get a magalog! This is a multipage printed sales promotion that is usually filled with secrets, success stories, and information to help a targeted list of prospects solve a specific problem. They tend to be long (15–30 pages) and packed with information.
The Emotional Engine That Drives the Action
There’s one other key qualification for this writing opportunity that I want to talk about.
Because besides learning the formula and strategy behind direct-response copywriting, to be truly successful in this field you need the skill of empathy — the ability to understand and share the feelings of another person.
When you write with empathy, you’re gaining a reader’s trust and acceptance. You’re making a crucial connection with them right when they are searching for a solution to their problem.
Because really, this type of writing isn’t about you at all! It’s about your reader. You’ll be writing directly to them, appealing to their feelings and connecting with them wherever they are in life.
As copywriters, it’s never our goal to trick people or sell them things they don’t need. What we really want to do is reach people who are looking for things that will make their lives happier and healthier. If we can reach those people and connect them with the products and services they need, we’re helping to improve their lives.
If you want to make sure your writing is strong on the empathy scale, here’s a little exercise you can try…
First, count how many times you’ve written the words “I,” “we,” or “our” in your piece.
Then, count how many times you’ve written the words “you” and “your.”
You should have a higher number of “you” words than you do of “I,” “we,” or “our” words. This helps show that your focus is on the reader. You’re writing about their specific thoughts, needs, and desires.
Every time you show empathy in your copy, you’re helping your client’s customer make the right decision to improve their lives.
Maybe this means choosing the right type of supplement to heal a chronic pain. Maybe you’re helping them find a powerful new financial newsletter that will increase their wealth. Or perhaps your service is helping them choose the right charity where they can donate their money to help people in need.
Regardless of how you use your copywriting skills, you’ll be writing directly to a customer to help them make an important decision.
This Collection of Marketing Knowledge Helps You in ANY Business Endeavor
Remember, every piece of direct-response copywriting is specifically written to inspire the reader to take action at the end of the piece. So, now it’s my turn to make a call to action for you:
If you think direct-response copywriting might be a good fit for your go-getter talents, take this opportunity to learn more. AWAI’s pinnacle program, The Accelerated Program for Seven-Figure Copywriting, introduces you to all aspects of the direct-response industry — from what you need to know about the copywriting business… to writing powerful sales letters… to launching your new career.
[i] https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/