Direct-response copywriting is a form of copywriting that involves communicating with audiences in a way that they are compelled to take a certain action. It has been around for almost a century, starting with mail-order advertising to today’s long form sales copies in online landing pages
Most copywriters prefer to use direct-response copywriting mainly because they are able to reach out to their customers at a point-blank range. It can be a challenge to write such persuasive copy, but being able to nail direct-response spiels can reap massive sales conversions and ultimately, profits.
There are, however, tricks to master the art of direct-response copywriting, according to seasoned copywriters. These lessons, which you may find handy, include:
- Direct response copywriting allows you to test your audience.
Perhaps the greatest glory of direct response is that you have the opportunity to test your market and compel your audience into doing something. Testing is very powerful because this is where you identify the character of your target market, including their flaws, weaknesses, strengths and areas of opportunity, and use all these details to convert them into customers.
Testing is a form of enlightenment, and this is the kind that keeps on burning. Without testing, you will never improve your sales.
- You are compelled to improve your call-to-action.
Direct response copywriting not only makes you test your audience; it also pushes you to improve your call-to-action. It gives you the opportunity to be creative as to how you want to convert your readers into customers by using CTAs that appeal to them and convince them the most.
For example, there is a big difference between the CTA “secure my slot now” and “buy your tickets now” when you are promoting an exclusive event. Your audience will most likely go for the first CTA especially when it triggers their sense of ownership, desire, and urgency compared to the second CTA, even if both calls to action are marketing the same event.
- You have all the space to talk about your product.
Direct response copywriting uses long form copy, so you have all the space to talk about your product or service. You can tell a story, give reasons, highlight perks, benefits, and features, and tell your reader point blank that this is worth their time and money.
The vast space can be a double-edged sword, though; you have to tell your story in a manner that captivates, contains, and converts your readers.
- You focus on your client.
Direct-response copywriting is like having an intimate conversation with your significant other. All your discussion points are to seduce your partner to make him or her submit to your directions. This is the very same goal you want to achieve in copywriting, and in direct-response copy, you focus on building not just rapport, but a relationship with your customer for them to accept and commit to your offer.
- It all begins with “stealing one’s attention.”
Lastly, direct-response copywriting proves to be the best because it incorporates the salience of stealing your customer’s attention. The golden rule in copywriting, using headlines do not simply attract attention; you can use this to trigger curiosity, make your customers yearn, and ignite their passion to achieve a certain desire.
Direct response copywriting aims to pin down your customers with the headline alone, and from there you can groom them into your sales funnel and convert them into loyal, rabid, and paying fans of your product.