Interviews James Daniel

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Q1. Where are you from?

Cardiff, UK

Q2. How did you discover copywriting?

I’m a career nomad. I’d drifted from journalism to direct sales and business development, all while writing scripts for radio and TV. When I left the corporate world, I looked into copywriting and realised I’d been working towards it my whole life.

Q3. What forms of copy do you write?

Everything my clients need, except annual reports – I’ve written three, and they’re way too much hassle. If we’re talking preference, I love anything that lends itself to stories, esp. emails and explainer videos.

Q4. What are your favorite niches to write in?

Sales & Marketing – I’ve worked with some high profile clients, and keep myself in the loop with all that’s going on, so I’m in a good place to help agencies and consultants. Beyond that, any product that’s technically complex and needs explaining in simple terms. Hearing aids, flat roofing, mattresses, pizza ovens… I’m flexible.

Q5. What is the #1 lesson you've learned as a copywriter?

Clarity is the world’s most underrated skill. You can learn all the ‘Ninja’ tactics you like, they won’t help you unless your copy is clear and simple.

Q6. Who is your favorite copywriter & why?

Bill Glazer. His book “Outrageous Advertising” breaks the traditional constraints of marketing, in ways that virtually guarantee the reader’s attention, especially offline.

Q7. Do you have any recent wins to share?

Most recently, filling 600 seats at a client’s webinar with three emails and a landing page. And digging through the archives, a DM series that beat controls by 143%… an event funnel that took a startup to £1M in 12 months… an upgrade letter that converted at 9% for a £3k product… an 8-step email blast that made £96k… okay, I’ll shut up now!

Q8. What would you say to a prospective client who wants to hire you?

Figure out the lifetime value of an average customer, and how much you can spend to acquire them. Then come to me with a clear sense of what you want to achieve. We’ll work out the details from there.

Q9. What is a good email address for prospective clients to contact you?

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