📌 Core Information
🔹 Job Title: Direct Response Copywriter
🔹 Company: Neilson Financial Services
🔹 Location: Windsor, Berkshire, United Kingdom
🔹 Job Type: Full-time
🔹 Category: Marketing & Advertising
🔹 Date Posted: April 8, 2025
🔹 Experience Level: Mid-Senior level (2-5 years)
🔹 Remote Status: On-site (Hybrid or remote work not specified)
🚀 Job Overview
Key aspects of this role include:
- Writing high-performing paid social ad copy for life insurance lead generation campaigns
- Collaborating with designers and video producers to align copy with visuals and narrative flow
- Crafting compelling primary text, headlines, and CTAs that motivate audiences to submit their information
- Developing concise, persuasive AV scripts for social video ads
ASSUMPTION: This role requires a strong focus on lead generation through emotionally resonant copy that converts audiences. Previous experience in life insurance is not required, as the company will provide training.
📋 Key Responsibilities
✅ Write attention-grabbing hooks and conversion-focused paid social copy across Facebook, Instagram, TikTok, and other platforms
✅ Craft compelling primary text, headlines, and CTAs that motivate audiences to submit their information
✅ Develop concise, persuasive AV scripts for social video ads that maintain attention and drive lead generation
✅ Create multiple copy variations for A/B testing
✅ Collaborate with designers and video producers to align copy with visuals and narrative flow
✅ Incorporate performance data to iterate and optimize creative
✅ Build a library of proven, high-performing copy templates and emotional frameworks specific to life insurance lead generation
ASSUMPTION: The role involves continuous learning and adaptation based on performance data and market trends.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, English, Journalism, or a related field (or equivalent experience)
Experience: 3+ years of direct response copywriting experience with a focus on lead generation, preferably in paid social
Required Skills:
- Proven track record of writing social ad copy + scripts that drives conversions and captures leads
- Expertise in writing for mobile-first platforms with attention to visual hierarchy and scanability
- Strong grasp of direct response principles: emotional hooks, problem-solution framing, urgency, and persuasive CTAs
Preferred Skills:
- Familiarity with AI tools for ideation or iteration
- Experience in financial services or regulated industries
- Background in developing ads for older demographics or family audiences
ASSUMPTION: The required skills are essential for success in this role, while preferred skills would be a bonus but not deal-breakers.
💰 Compensation & Benefits
Salary Range: £35,000 - £45,000 per annum (Estimated based on industry standards for a mid-level copywriter in the UK financial services sector)
Benefits:
- Private healthcare and dental insurance
- Company pension scheme
- Life insurance and income protection
- Generous holiday allowance
- Flexible working hours and remote work options
Working Hours: Full-time position with standard office hours (Monday-Friday, 9:00 AM - 5:30 PM), with flexibility for remote work
ASSUMPTION: The salary range is estimated based on industry standards and may vary depending on the candidate's experience and skills. Benefits are subject to change and may be confirmed during the interview process.
📌 Applicant Insights
🔍 Company Context
Industry: Insurance, specifically life insurance
Company Size: Medium-sized (501-1,000 employees), enabling a collaborative and dynamic work environment
Founded: 2012, with a mission to make life insurance simple and accessible to everyone
Company Description:
- Neilson is an award-winning international operation and leader in the global life insurance market
- Dedicated to helping families secure financial protection with a range of life insurance options
- Expanding from a UK-only business to now operating in the USA, Canada, Ireland, and Australia
Company Specialties:
- Life Insurance
- Over 50 Life Insurance
- Guaranteed Life Insurance
- Family Life Insurance
- Financial Services
- Insurance
- Call Centre and Contact Centre
Company Website: http://www.neilsonfs.com
ASSUMPTION: Neilson's international presence and growth indicate a strong and stable company with opportunities for career advancement.
📊 Role Analysis
Career Level: Mid-Senior level, with opportunities for growth and progression within the creative team
Reporting Structure: The Direct Response Copywriter will report directly to the Creative Manager and collaborate with designers, video producers, and performance marketing specialists
Work Arrangement: On-site, with potential for hybrid or remote work (not specified in the job description)
Growth Opportunities:
- Progression to Senior Copywriter or Creative Lead roles
- Expanding into new markets and product lines
- Developing expertise in AI-driven copywriting tools
ASSUMPTION: The role offers opportunities for professional growth and development within the creative team and the broader organization.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space with on-site amenities
Office Location(s): 2 Windsor Dials, Arthur Road, Windsor, Berkshire SL4 1RS, GB
Geographic Context:
- Windsor is a vibrant town located in the Royal Borough of Windsor and Maidenhead, Berkshire
- Situated near the River Thames, Windsor offers a mix of historic architecture and modern amenities
- Easy access to London via train (approximately 30 minutes) and major motorways
Work Schedule: Standard office hours with flexibility for remote work (not specified in the job description)
ASSUMPTION: The Windsor location offers a pleasant work environment with easy access to nearby cities and attractions.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call with the HR team
- Creative brief and writing test
- Final interview with the Creative Manager and/or other team members
Key Assessment Areas:
- Portfolio and writing samples
- Creativity and problem-solving skills
- Understanding of direct response principles
- Collaboration and communication skills
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills
- Prepare a portfolio showcasing your best work, with a focus on lead generation campaigns
- Be ready to discuss your approach to direct response copywriting and emotional resonance
- Research Neilson's mission and values to demonstrate your cultural fit
ATS Keywords: Direct Response Copywriting, Lead Generation, Social Media Advertising, Emotional Resonance, A/B Testing, Collaboration, Performance Metrics, Copy Optimization, Mobile-First Writing, Visual Hierarchy, Persuasive CTAs, AV Script Writing, Attention-Grabbing Hooks, Problem-Solution Framing, Urgency, Creative Team Environment
ASSUMPTION: The application process will focus on assessing the candidate's creative skills, understanding of direct response principles, and cultural fit within the Neilson team.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, PowerPoint, Excel)
- Adobe Creative Cloud (Photoshop, Illustrator, Premiere Pro)
- Social media advertising platforms (Facebook Ads, Instagram Ads, TikTok Ads)
- AI-driven copywriting tools (optional, not specified in the job description)
ASSUMPTION: The required tools and technologies may vary depending on the candidate's experience and the team's specific needs.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric
- Collaborative
- Innovative
- Ambitious
Work Style:
- Creative and strategic thinking
- Data-driven decision making
- Collaborative and team-oriented
- Adaptable and responsive to feedback
Self-Assessment Questions:
- How do you approach crafting emotionally resonant copy for life insurance lead generation campaigns?
- Can you provide an example of a successful lead generation campaign you've worked on, and what made it effective?
- How do you incorporate performance data and feedback into your copywriting process?
ASSUMPTION: Neilson values candidates who align with their customer-centric, collaborative, and innovative culture, and who can thrive in a creative team environment.
⚠️ Potential Challenges
- Balancing multiple projects and deadlines in a fast-paced creative environment
- Adapting to the specific nuances of life insurance products and target audiences
- Keeping up with the latest trends and best practices in social media advertising
- Working effectively in a hybrid or remote work arrangement (if applicable)
ASSUMPTION: The role may present challenges related to time management, product knowledge, industry trends, and work arrangement flexibility.
📈 Similar Roles Comparison
- Compared to other copywriter roles, this position focuses more on lead generation and direct response principles
- In the insurance industry, Neilson stands out for its customer-centric approach and international presence
- Career progression may involve expanding into new markets or product lines, rather than moving up the traditional corporate ladder
ASSUMPTION: This role offers unique opportunities and challenges compared to similar positions in the industry, with a focus on lead generation and international growth.
📝 Sample Projects
- Developing a social media advertising campaign for Neilson's over 50 life insurance product, targeting baby boomers and seniors
- Creating a series of AV scripts for TikTok, highlighting the importance of life insurance for young families
- Writing a set of attention-grabbing hooks and CTAs for a Facebook ad campaign promoting Neilson's guaranteed life insurance product
ASSUMPTION: Sample projects should demonstrate the candidate's ability to create compelling copy for various life insurance products and target audiences.
❓ Key Questions to Ask During Interview
- How does Neilson approach measuring the success of its lead generation campaigns, and how will my role contribute to that process?
- Can you describe the team structure and dynamics within the creative department, and how does this role fit into that structure?
- How does Neilson support the professional growth and development of its creative team members?
- What are the most significant challenges facing the life insurance industry today, and how does Neilson differentiate itself in this competitive landscape?
- How does Neilson balance the need for creative freedom with the constraints of working within a regulated industry?
ASSUMPTION: Interview questions should focus on understanding the company's approach to lead generation, team dynamics, professional growth, industry challenges, and creative constraints.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills, with a focus on lead generation and direct response copywriting
- Prepare a portfolio showcasing your best work, with a focus on lead generation campaigns and emotionally resonant copy
- Be ready to discuss your approach to direct response copywriting and emotional resonance during the creative brief and writing test
- Follow up with the HR team one week after submitting your application to confirm receipt and inquire about next steps
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
