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Hi, my name is Kate, and I’m a professional freelance writer. By now you may suspect that this isn’t an ordinary blog post. And you’re right. Even if you didn’t recognize the term “direct response marketing” in the title, you probably recognized the style I’m using. And, if I did it right, I’ve caught your attention and you’re eager to learn more.
Direct response marketing — or DRM — is a stylized form of web content that fills a very specific marketing niche. Here’s everything you need to know to incorporate DRM into your own marketing plan.
What Is It?
The sole purpose of direct response marketing is to elicit an immediate response from the reader. It needs to be flashy and colorful. It needs to drive people into action. How? Take yourself back to a scorching summer day at the circus. You’re sitting in the bleachers, all sticky with cotton candy. Can you smell the straw and the hot canvas? Now look for the ringmaster. There he is, handsome and flashy in his black and crimson coat. He’s the essence of DRM copy: a bright, ebullient ringmaster who catches a reader’s attention and makes them want something they didn’t even know they were looking for. Then, with a flourish of his shiny top hat, convinces them to act on that need right away.
When to Use It
Like all marketing tools, DRM copy has very specific uses. Don’t use it when you are simply trying to inform your website visitors or encourage them to visit again. However, when you have a product or service that you want to sell directly, DRM is your answer. Used properly, it will not only catch a reader’s attention, but will convince them to place an order or buy a subscription or put their name on your mailing list right then and there.
Once you’ve determined that DRM is the best approach for your specific application, there are a few things to keep in mind. The best DRM copy, according to an excellent blog post on the topic from the Precision Senior Marketing website, includes the following key components:
- A “kicker” – A catchy first line that hooks the reader and reels them in.
- A personalized salutation – A greeting that gives your copy the intimate feel of a private letter.
- A situation mirror – A brief statement that lets your prospects know that you understand the problem they’ve come to you to solve.
- A call to action – A link, a web address or an order form that gives your customers the instructions they need to act on your offer immediately.
Above all else, make the decision to hire a freelance writer to produce the well-crafted, head-turning copy so essential to the success of DRM. Without the right words, your direct marketing campaign will be as empty as a three-ring circus long after the show is over and the crowds have gone home.
Kate C is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.