Direct Response Copywriter-Producer

Direct Response Copywriter-Producer

Tried and True Media (TNT) is a digital direct response agency in the health, wellness, and beauty space. We have generated over $1.2B in sales for our clients. We’re looking for talented direct response copywriters who have experience (and specialize) in high-converting 1-5 minute Facebook & YouTube video ad scripts that drive traffic to VSL funnels. If you do not have experience in working with product-blind, long-form 30-45m VSL funnels, please do not apply.

You will join a team of performance managers, media buyers, and video editors who share a common goal – generate clicks that convert into high ROAS sales that scale client ad spend.

What Will You Be Responsible for?

There are three key types of work you’ll be responsible for:

1. First is writing video ad scripts for clients’ offers. This will be 60% of the work you do in an average week. The scripts could be as short as 1 minute or as long as 5 minutes. Each script will include at least 4-5 different hooks, which will be tested to see what delivers the best ROAS.

2. Secondly, you will produce the ad (from script to launch). This means you’ll be providing our team of acting talent, editors, and animators with clear instructions on your ad’s vision. You will monitor and oversee your script to ensure the final video looks, sounds, and “feel” the way you want it. You will provide feedback to various teams for this process.

3. Finally, you will monitor ad performance and come up with ways to optimize the results. That means reviewing marketing data (ROAS, CTR, engagement rates, etc.) and figure out how to improve results like an “ad scientist”. This may mean testing new hooks (first 10s of an ad), trying new formats (podcast vs. skits), or rerecording the ad with new spokespeople.

TNT is a data-driven company. The kind of copywriter-producers who thrive here aren’t just “creative writers” or people who “just want to write”. They are also obsessed with how well their ads do, are hungry for data, know how to diagnose what parts of their ads are working (or not), enjoy figuring out ways to “beat their own high score”, and can handle multiple campaigns at the same time.

Qualities We’re Looking For

• You have a knack for crafting compelling copy that gets results…

• You understand how to use both logic and emotion to persuade…

• You love sifting through ad performance data to find the signal in the noise…

• You thrive in a highly collaborative team environment of other high performers…

• You are organized with tasks and deliver quality copy on time and on spec…

• You pay attention to detail, obsessively questioning each part of your ad to "squeeze" the most performance out of it…

• You can handle multitasking, changing priorities, and “react to data” as needed to rewrite copy…

In short, we are looking for copywriters with a “direct response marketer” mindset, who also have a visual sense of their ads, working in a fast-paced environment (and I don’t mean in the usual corporate sense, it’s genuinely fast-paced here). We want people who love creativity and numbers equally.

What’s the Ideal Candidate’s Background?

The ideal candidate has been writing video ad scripts for VSL funnels for at least a year for paid social (e.g. Facebook, Instagram, TikTok) or YouTube either for an agency, brand, or as a freelancer.

• You’ve also had experience writing/testing various VSL components - particularly leads and closes.

• Ideally, you also have experience writing for supplements, health and/or beauty products.

• You’re available for calls, Slack, and meetings between 10:30 – 5:30 p.m. ET (UTC-5, New York), regardless of where you live – important so we’re all in the same rhythm and work efficiently.

More importantly… you live and breathe copy, obsessively spending time breaking down winners and losers to gain key insights, truly love the grind of perfecting a piece of copy until it sings… and passionately study the art and science of direct response copy on your own time, because, quite frankly, you simply cannot get enough of this stuff.

You love working in a team environment with other high-caliber creatives. You love to share insights, brainstorm hypotheses, run experiments, collaboratively deconstruct winners and losers and methodically create winner after winner.

What’s It Like Working at TNT?

We’ve gone to great lengths to set up a culture that supports the creative freedom, skill progression, and handsome compensation that copywriters deserve. Moreover, we’re heavily focused on collaboration and teamwork to ensure we have proper coverage across all our clients.

For example, we’ve structured our teams into cells, each of which has a portfolio of clients assigned. Each cell is composed of a performance manager, media buyer, creative producer, junior and senior copywriters, and video editors. Every cell is focused on the single goal of helping clients hit their spend and ROAS targets. Copywriters have a primary cell they work in but will be called in to write new ads for offers outside their cell as well.

Regardless of what cell you’re in, everyone benefits from the following:

• Access to Data – Access to the same performance data as everyone else so you can instantly see how your copy performs, detect patterns and gain insights.

• Shared Learnings – Participation in our weekly Best Ads call wherein we review the top performers to see what’s working, or not, for everyone else, accelerating your learning.

• Clear Feedback / Mentoring – You’ll be given clear feedback on your scripts and routine mentoring sessions to ensure you continually upskill and develop your craft.

• Subject Variety – You’ll be given a huge variety of subject matter to write about, with a mix of clients who have a mix of offers in your assigned cell, rotating to other cells over time.

• Career Progression – Your success determines how fast your income progresses… there is no mandated bureaucratic waiting period; only success matters. Prove yourself and your skills and, as the need arises as the agency grows, you could be next in line to jump into a more senior role.

You’ll often be given ideas to flesh out by the performance manager, copy chief, or colleagues in your cell. However, the most important part of your role will be to come up with new ideas and angles yourself, to execute on them, and then follow the numbers as you get results back.

How Will Your Time Be Spent?

While any given week can vary based on client demands, here’s roughly how it shakes out:

• 40% writing and producing scripts

• 20% for research and resource gathering to prepare to write

• 20% providing feedback to video editors

• 20% on calls or in Slack strategizing, analyzing, brainstorming, getting feedback, mentoring or being mentored

How Does Compensation Work?

All copywriters who join TNT go through a maximum 2-month “launchpad” period wherein your skills are developed, and your performance is measured to ensure there is a good fit.

During this launchpad period, compensation is set at a fixed retainer of $6,000- $10,000 USD per month (depending on experience). Once you graduate from the launchpad, your compensation is upgraded as follows:

• $6,000 - $10,000 / month base retainer + agency performance bonuses

• So, as we grow ad spend for our clients, your income grows too

• Copywriters who make it past the launchpad can expect to make $72,000 - $144,000

Requirements

• Minimum 2 years of Health & Wellness Copywriting Experience - This is a must. We are looking for at least two FULL years of experience writing copy for brands in the health and wellness space (think supplements, beauty, fitness products, etc.), but more specifically, direct response companies who use product-blind, long-form (30-45m VSLs) funnels.

• VSL Writing Experience (preferred) – Exposure writing leads, CTAs, closes and other high-leverage VSL elements that move the needle on conversion rate and AOV

• English Speaker – You have excellent English skills, with top-notch speaking and (of course) writing abilities.

• Passionate About Copy – In total awe of and in love with copywriting, appreciating the genius in it, obsessing over every word, phrase, sentence and paragraph

• Constant Upskilling – Relentlessly works to improve copywriting abilities, studying courses, mentoring with senior writers, deconstructing ads, etc. all to perfect your craft

• Ownership Mindset – Takes extreme pride in submitting high-quality work that’s on time, on spec, been double checked, meeting all compliance guidelines, etc.

• Contributes Ideas – Ability to formulate strong ideas and articulate them easily and clearly to others to get feedback and make the ideas even stronger
  
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