Are you curious about direct response copywriting, but don’t know where to start?
Don’t worry, we’ve all been there!
It sounds complicated at first, but direct response copywriting is pretty straightforward when you break it down. And an amazing way to grow your business!
So, sit back, relax and get ready to learn about direct response copywriting with the Vocal team…
Simply put, direct response copywriting is a marketing technique.
It’s a form of copywriting that involves communicating directly with the customer. And it’s all about getting them to act right here, right now.
Other types of marketing, such as TV and radio ads, are more of a long-term marketing strategy. They want you to remember their message and keep it in mind. So, when you’re strolling through a supermarket and see their product, you remember how much you need to buy it.
But direct response copywriting is different. Direct response copywriters want their audience to act immediately. Whether it’s to buy a product, subscribe to a service, or sign up to the company’s newsletter.
So, now you know what it is. But what else do you need to know about it?
First things first! If you want to see results from your direct response copywriting, you NEED to include a call-to-action (CTA).
A CTA is important for any type of copywriting – but for direct response copywriting, it’s crucial. Without a CTA, the rest of your copy will go to waste.
A CTA is so important because it could be the last push that encourages your audience to act. It also acts as a signpost, so your audience knows what to do next.
Imagine this: you write a killer piece of copy. As they read your post, your audience is completely engrossed. But as soon as they reach the end of the post… nothing. No direction or next steps. What are they supposed to do now?
But if you include a CTA, your audience knows exactly what they should do next. No ifs, ands, or buts!
And it’s especially important if you’ve already persuaded them with the rest of your copy. You’ve done the hard part – you’ve got them on board! Now you just need to bring it home with a clear, focused CTA.
Here are some examples of CTAs that work in direct response copywriting:
Vocal’s top tip: make sure your CTA is easy to see! If it’s not immediately obvious to your audience, then you’re unlikely to get a direct response. And that’s why you’re using direct response copywriting in the first place. What’s the point otherwise?
One thing you might not know is that emotion gets results.
It’s simple really. Your copy needs to resonate with your audience. To do that, you need to connect with them on an emotional level.
Now, we’re not saying you need to write the next great romance novel to connect with your audience! You just need to show that you understand their needs.
Think about what you want your audience to do. Do you want them to buy your latest product? Or maybe you want them to sign up to your company’s newsletter?
The first step to getting what you want is to predict your audience’s wants and desires. Whatever they are, show your audience that your brand understands what they’re going through. And has the solution to all their problems!
When the audience feels like a brand is on their side, they’re much more likely to act – and become customers. And isn’t finding news customers what direct response copywriting is all about?
To master direct response copywriting, you need to learn everything you can about your audience.
Direct response copywriting should produce an immediate response. You want your audience to act as soon as they’ve read the last word on the page.
When you know everything there is to know about your audience, you know what will push them to act. That includes what makes them tick, their likes and dislikes, and how they speak. These things are so important to direct response copywriting because you need to mimic an actual conversation.
Think about it! You probably wouldn’t use slang with your boss, and you wouldn’t speak formally to your best friend. Instead, you change how you speak to suit the situation.
Well, you need to do the same thing for direct response copywriting! Adapt your language to suit the needs and personality of your target audience. If your audience can’t relate to what you have to say, you’ll never get them to act.
Many people assume that your CTA is the most important thing to consider when it comes to direct response copywriting. And a compelling CTA is absolutely crucial to direct response copywriting – just see our first point! However, it’s not the only thing you need to think about when crafting awesome copy. An intriguing headline is just as important.
First impressions matter. And that’s why a killer headline is vital for direct response copywriting. While your CTA might encourage your audience to act, your headline gets their attention in the first place. Without one, no one would read your copy!
However, creating a successful headline is slightly trickier for direct response copywriting. It’s not just about drawing your audience in – although that’s very important too!
Ideally, your audience will be ready to respond from the very first word they read. And that’s where the headline comes in! Your headline should reflect your audience’s thoughts and desires. Does your product offer a solution to their problem? Will your service make their lives easier? If the answer is yes, make it clear in the headline!
With direct response copywriting, the first click is crucial to making a sale. Once they’ve clicked on your copy, they’ve already shown an interest in you and your product. So, make sure your audience takes that first step by hitting them with an attention-grabbing headline.
You already know how important understanding your audience is to direct response copywriting. That’s not what we’re talking about here.
To really resonate with your audience, your focus needs to be on the customer.
Yes, you still need to talk about your brand and how you can help your audience. That goes without saying! But with direct response copywriting, you need to do more than that. You need to relate absolutely everything back to the customer.
So, let’s say you want to sell your latest product. When you promote it to your audience, don’t just write about its benefits. Tell your audience how those benefits will help them specifically.
If you don’t relate your product back to the customer, they’ll quickly lose interest. And you won’t get the response you’re looking for!
Here’s a top tip! Use the second person voice to address your audience. Using ‘you’ instead of ‘they’ or ‘them’ will help to build a connection with your audience. It appeals to them directly, rather than referencing your customers in a general sense.
And remember, building a connection will encourage them to act!
Another thing you might not have known about direct response copywriting – writing with urgency is key.
When you write with urgency, you need to play off your audience’s fear of missing out (FOMO). People want what they can’t have. If they’re going to struggle to get their hands on something, your audience is more likely to make a purchase. Just in case.
Especially if everyone else has one too!
Writing with urgency sounds complicated, but it’s really simple. You just need to convince your audience that they’ll miss out if they don’t act there and then.
Here are some examples of this selling technique in action:
Are you looking for help with your direct response copywriting? Then you’ve come to the right place.
No matter how complex your company’s marketing needs, Vocal can help! We’re a full creative agency that’s crazy about content. We cover all aspects of digital marketing, from copywriting to web design. Check out our list of services to find out more.
It’s about to get loud! Contact a member of the Vocal team for a relaxed chat. Get ready to watch your business grow.
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