Direct Response Copywriter & Creative Strategist — Video Ads, VSLs, Static Headlines (Meta)

The Role We're a done-for-you growth marketing agency running paid acquisition for real estate agents, home service businesses, and other service brands. We manage the media buying, CRM infrastructure, and funnels in-house. What we want is a creative partner who owns the message. One thing up front: we work exclusively with service-based businesses. No ecommerce, no DTC, no product launches. If your portfolio is Shopify brands and product ads, this isn't the right fit and we'd rather not waste your time. Service-based direct response is a different animal — you're selling trust, expertise, and outcomes, not a product with a price tag and a picture. You'll be scripting the assets that carry the spend — video ad scripts, VSLs, and headline/hook copy for static and graphic creative — and then reading the data to figure out what actually landed and why. Most of our video is founder-led. We work directly with the owner or operator of the business and write scripts they deliver themselves, in a UGC-native style. That means writing in their voice, for their level of camera comfort, and choosing a format that fits both the message and the person delivering it. You should also understand where each asset sits in the funnel. A cold traffic video, a mid-funnel VSL, and a retargeting static all do different jobs, and we want someone who writes to the job rather than writing "an ad." This is not a "write me 20 variations" role. This is a role for someone who can look at a market, figure out what that buyer is actually afraid of and actually wants, and build a creative angle around it that we can test, scale, and iterate. What you'll be doing Writing direct response video scripts for founder-led delivery — teleprompter-ready, in the client's voice Choosing and specifying the ad format for each script: talking head, whiteboard, iPhone selfie-style, desk explainer, screen share, b-roll-over-VO. Same message, different vehicle — and you should know which vehicle fits Scripting long-form VSLs for high-ticket offers Writing headline, hook, and body copy for graphic/static ads Building angle banks — multiple distinct positioning angles per offer, not tone swaps on the same idea Mapping creative to funnel stage and to buyer awareness level Reviewing Meta Ads Manager data (CTR, hook rate, hold rate, CPC, CPL, CPA, frequency, ranking diagnostics) and telling us why a creative is or isn't working Recommending the next creative test based on what the data says, not on what feels fresh Doing real customer research — reviews, forums, sales call notes, competitor ad libraries — before writing a word Who you are You've written direct response copy that ran on paid traffic with real budget behind it. You can point to specific ads and specific results. You think in levels of awareness. Unaware, problem aware, solution aware, product aware, most aware — you know that a cold unaware buyer and a warm product-aware buyer need fundamentally different openings, and you can tell us which level a given piece of copy is written for. You can read a Facebook Ads report without a media buyer translating it for you. You know the difference between a creative problem, an offer problem, and a targeting problem. You know video ad formats and when to use each one. You understand that a whiteboard explainer, an iPhone talking head, and a desk demo carry the same script completely differently — and you can brief a non-professional founder on how to shoot it. You understand marketing funnels and sales processes end to end — lead magnets, opt-ins, VSLs, appointment setting, discovery calls, closing. You know what objections get handled on the page vs. what gets handled on the call, and you write copy that sets the sales team up instead of overselling and creating a mess for them. You have enough graphic design sense to art-direct a static ad or give clear, usable feedback to a designer. Bonus if you can mock things up yourself in Canva/Figma/Photoshop. You write fast, take direction without ego, and can write in someone else's voice rather than your own. Your experience is in service-based direct response — agencies, coaching, home services, professional services, real estate, B2B. Ecommerce-only portfolios won't be a fit. Nice to have Experience with GoHighLevel or similar CRM/funnel platforms Experience writing scripts that non-professional, on-camera founders actually delivered well Experience writing for local service or real estate verticals specifically Your application testis atttached to this as a PDF, and we will only review people who successfully submit it following the directions exactly. This is to test that you can do the job you claim to be applying for.