What makes Direct Response Copywriting so demanding these days is because when people run paid ads to campaign through digital channels like, Facebook ads and Google ads they have to bear the cost per impression of those ads, and also if someone clicks on those ads the CPC (Cost Per Click) rate are charged which are generally higher than the rate per impression.
And to cover these charges, businesses want that whoever clicks on their ads and visits their landing page must convert immediately or give an immediate response then and there rather than in the future.
So, the meaning and complete funda of direct response copywriting is to get an immediate response from the reader.
And this is what you should be knowing about the tactic behind direct response advertising or marketing.
In this article, I will guide you on how to write a direct response copy for your next marketing campaign.
I know in the introduction part I have already explained to you what is direct response copywriting but still know the definition of it.
What is Direct Response Copywriting?
Direct response copywriting is the form of copywriting in which the copy is crafted to get an immediate response from the reader.
And, who doesn’t what immediate results.
In the present era, everyone is looking for instant results and instant satisfaction.
And, direct response copywriters satisfy the needs of instantaneous response from their prospective customers.
Copywriters write the direct response copies in a way that makes readers take the action immediately after they finish reading it.
But why it’s so important?
Why Direct Response Copywriting is important?
Businesses running paid ad campaigns have to bear the CPM and CPC costs and they don’t want that their investment goes in vain.
So, in such cases, the best solution is to cover up the expenditure. And try to get a return on investment.
There is where the placement of direct response copywriting plays its role.
If your intention of running an ad campaign is for brand awareness then you don’t have to do anything with getting a direct response from prospective customers.
But when your goal is to get conversion and that too instantly then the magic spells of direct response copywriting are for you.
So now let’s discuss what are those magic spells you can do to get your prospective customers to become your leads.
7 Tips for Direct Response Copywriting
In this competitive world of marketing where every business is trying to draw the attention of their prospective customers, it’s very hard to stand out and get customers.
And it is not that easy for marketers to get a good ROI (Return on Investment) with the marketing effort and tactics they use. This is where the need for direct response copywriting comes into play.
Here are 7 tips for direct response copywriting to escalate your marketing effort and get a good ROI with good CRO (Conversion Rate Optimisation).
1. Market Research
Understanding the market and your target customers is really important in order to craft a special copy that satisfies their needs.
It would be completely useless to market for something they don’t want.
Remember, it’s direct response copywriting and not door-to-door selling where you go to each house and demonstrate your product irrespective of whether they need it or not.
So, before you start writing your copy you should have thorough research on the market you’re going to sell.
Yes, I understand it is the most tedious task. But if you don’t want to promote your product to unwanted people then you will exhaust your hard-earned money unnecessarily.
And I would never like to do that. What you MUST do is:
- Do the market research.
- Find your target audience.
- Shoot your copy.
2. Standout with a Headline
There is a lot of garbage and you need to break the clutter to STANDOUT. And the way you can standout is with an attention-grabbing HEADLINE.
If your headline fails to grab attention then the whole copy fails.
Just tell me, who would read a piece of content without reading its headline.
If you have ever read a newspaper then you know it well that the first thing that you read is the headline and then you decide whether to read the body of the content or not. Because, if the topic is not relevant to your then why would you even care for it.
So, that’s why the famous copywriter David Ogilvy had said that headline does 80% of your work.
And, it is total stupidity to write a headline that’s boring enough that even ghosts don’t read it.
How to write headlines for your direct response copy?
Well, there are various tricks you can apply to your headline. Here I am sharing some of those which would be useful to you.
- Make it relevant to them so that they can relate to it.
- Headlines should address the reader directly.
- Address their pain point.
- Show them the solution to their problem.
3. Hook with Pain Points
In the first step- Market Research, I have already said how important it is to understand the pain points of your target customers.
Consider your prospective customers as selfish people who just care about themselves.
What your customers care about are only their own benefits. If you fail to express what and how your product will help them then it’s lost. Your prospect is gone.
So, it is of utmost importance that you should understand the pain points of your target audience and curate your copy addressing the solutions to their pain points.
How to find pain points?
- Conduct surveys
- Watchout forum discussions
- Listen to people on social media
4. Offer a mouth-watering deal
Why would one take action at the moment than the latter? Just think.
If you came up with a great problem-solving product and do the marketing of it then people will just get aware of it that “Ah! This is a good product and it solves this issue.”
But chances are that they will not convert.
Because you didn’t give a compelling reason that they should buy at the time they finish reading your copy.
So, what you should do is-
Give a mouth-watering deal!
Give a deal that is irresistible. Let them have a reason to take action now.
5. Give a compelling reason to take action
In direct response copywriting, providing your readers a compelling reason is very vital. Because without reason they will not take any action.
Just take the example of general life. Do you do something without any reason?
I don’t think so.
Behind our every action, we have a reason.
We studied to become something in life.
We go to the gym for fitness.
We work to earn.
So, there is always a reason behind an action.
And, in the copy, you should give a valid reason why they should grab the offer RIGHT NOW.
You may use the scarcity principle and FOMO techniques to do so. But, don’t try to cheat. I have seen many such incidents when they say that the offer is valid for the next 24 hours and then when I wake up the next day it repeats the same thing.
Never do such work.
6. Influence to take action
If there’s something that copywriting meant for is the CONVERSION. And conversion happens with the CTA (Call-To-Action).
After you provided them with a good offer and valid reasons, time to guide them to take action.
In a long-form sales copy, you may add the CTA multiple times to remind them what they have to do.
Because you know, they may forget what they have to do. So, you need to guide them well.
7. Take time to edit
It is hard to write any good copy with one go. Several iterations are required to make it better.
You cannot craft a good copy with one go.
Two phases in the process of copywriting which take a lot of time are:
- Research phase
- Editing phase
You should always take your time to make your copy better. Check out multiple times if something important is missing out.
If possible demonstrate your copy to a small audience and ask for reviews.
And never hesitate to edit, edit, and edit before you submit your final draft.
Now it’s time to see some real-life examples.
Direct Response Copywriting Examples
Rolls-Royce’s Print Ad
This popular print ad of Rolls-Royce is the perfect piece of direct response copy.
It grabs the attention of readers with a catchy headline that clearly explains their biggest feature’s benefit customers will get.
And throughout the body of the copy, they have explained the product and the benefits associated.
In the end, they have mentioned prices and inquiry details.
Speechelo’s landing page
Here is the landing page copy of Speechelo, a text-to-voice tool, has got a very nice sales copy.
Their headline sums up their offer. And they are providing a good discount offer and guarantee. In their copy, they have used the CTA multiple times.
It’s a very lengthy copy. You can download it from here- speechelo’s landing page.
Digital Marketer’s lead capture form
This is the pop-up lead capture form I found from Digital Marketer’s website. In this form, their headline is suggesting that they have some offer and they are providing at a discount. And below that, they mentioned what the offer is and what action you need to take.
Hope you understood about the direct response copywriting along with tips and examples
If you have any doubt regarding this topic then let me know in the comment section.