Copywriting comes in different forms and styles. However, while all kinds of copywriting aim for the same thing, which is to convert an audience into a new batch of customers, it is important that you know the kind of copywriting method to use for your business. If you happen to want to do more than just promote your products and services through different platforms, or if you want to focus on laser-targeted conversions, then it is a must that you learn the ins and outs of direct response copywriting.
In essence, your goal is to compel your audience to complete a specific action, such as making a purchase, joining your mailing list, downloading a free app, or following your social media accounts.
But how is direct response copywriting created?
- Start with headline that moves your readers.
People want to be swept away. They always look for shock value. They want to be rescued from the humdrum of everyday life. Direct response copywriting addresses these needs by starting with a headline that moves them. It may not always be the viral kind, but such a headline showcases a kind of pain that audiences will realize only when they see it. This is because once readers see/feel the pain, the more vulnerable they become, and they start to crave for the change your brand is offering on your sales copy.
When writing a headline, make sure it not only triggers the pain, but also your readers’ curiosity, and the immediate benefit they can get from your brand.
- Inform, persuade, convince.
Aside from starting a headline that comes with shock value, it is also important that your sales copy includes content that is informative, persuasive, and convincing. This is primarily because you have to feed your readers everything they need to know, in a manner that sways them to go for your brand.
Readers look for not just perks, but the facts about your products and services. You have to list these down, as well as specific takeaways they can get. By giving more value to your products and services, the more they are persuaded to try your brand for a change.
Also, if the information you present are supported with facts, then the more your readers are convinced to make a switch and complete the action that you want them to do.
- Close with an irresistible call to action.
When closing your direct response copy, it is a must that you give your audience an offer they cannot refuse. This may be in the form of a time-bound freebie or discount, or a free service that’s offered by your competitor at a hefty price.
It is important that your call to action (CTA) not only offers perks, but shouts out to your audience. By reaching out in a more personal approach, the more inclined your readers become in completing your CTA.
Direct response copywriting isn’t new; it has been going on for decades, even before the internet has become part of the mainstream. Using this method, your goal is to get a response directly from your readers the moment that they have gone through your pitch.