Imagine being a door-to-door salesman selling vacuum cleaners. Each time you knock at a door, you demonstrate how effectively the vacuum cleans and how quietly it runs. Your entire presentation is geared toward convincing the head of the household to purchase a vacuum cleaner at that moment.
Direct response copywriters operate on the exact same principle. It is focused on getting the reader to take immediate action in purchasing the product or service in question. It can be an effective tool for turning leads into actual customers if you approach it the right way.
Becoming a direct response copy writing genius starts with knowing how to structure copy to make it appealing to your target audience. Compelling copy is the dividing line between a sale and getting ignored by a customer.
Use Everyday Language
Getting a customer’s attention starts with speaking the same language. If you write copy in formal language, it feels like a robot spit it out. The last thing your target audience wants is to read robotic copy. Write the same way you speak in real life. Give your writing a human voice. It will let your words be infused with emotion and make them more powerful in their impact.
Write to One Person
Direct response copy narrows down the audience to a single person. You need to picture it as if you are holding a one-on-one conversation with each person in your target audience. Address them directly and make an effort to personalize the copy as if it was written specifically for whoever is reading it at that particular moment. Illustrate how the things you are saying offers benefits to them. Focus on their needs.
Make Headlines Count
Headlines are the first thing people noticed when they read direct response copy. An effective headline immediately does two things. It grabs your attention and it gives you a reason to continue reading. Nothing is more important than using a headline to show your target audience how what you are saying benefits them. If a headline does not feel relevant to them, there’s no compelling reason for them to read past it.
Infuse it with energy
Direct response copy needs to feel alive. The goal of every word you write is to get your target audience excited about your product or service. Use every bell and whistle at your disposal and breathe it into your content. Break the ice with humor. Use examples that capture your enthusiasm. Make a bold call to action. Let the copy reflect a positive attitude and energy and you will enhance your chances for a similar response.
Blend your branding voice into your direct response marketing efforts. Why is this important? Keeping consistent across the board in marketing helps your target audience become familiar with your branding voice. They grow to trust that voice and become more receptive to your message. A person who trusts you will listen to your call to action and become long-term customers.
John C is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.