Some copywriting work is designed to sell people on a company; that is, to get people to be aware of, trust and like the brand. Other copywriting work is designed to get an immediate response. Let’s dig in a bit more to learn what makes “direct response copywriting” different.
Today’s Q&A was inspired by a question from Joe F., who asks, “A recruiter asked me yesterday if I have any direct response experience. I’m not actually sure… What is direct response??”
Thanks for your question, Joe! And good news: There’s a fairly decent chance that you’ve done direct response copywriting—and this post will only help you write it better in the future.
Direct response marketing/advertising is a message that is designed to get the target audience to take immediate action. Direct response pieces can be nearly any time of media (emails, direct mail, newspaper ads, etc.), but their purposes are clear: get people to do what you want them to do, be that purchase, click or sign up.
Here are a few other elements that make direct response, direct response:
– They are focused around a clear, compelling offer like “50% Off Men’s Sweaters” or “Huge Warehouse Sale”
– They feature a strong, obvious call to action like “Shop Now!” or “Sign Up”
– They offer a sense of urgency (whether real or implied) with copy like “limited-time” or “don’t miss out!”
– They are most often short and to-the-point
– The copy is easily scannable (easy for the reader to just scan and still understand the full message)
– They use plain, easy-to-understand language
– They don’t require the user to think very much in order to understand the message or decide to take the action—the message should be so clear and compelling, taking the action is practically a forgone conclusion!
If you don’t have any direct response work in your portfolio, find a client who needs it done! Direct response copywriting is a great (and profitable) skill to master!
Now, your turn! What else has made your direct response copywriting effective? Let us know in the comments below!
I have always used a very simple technique for making my direct response copywriting effective. I highlight the benefits and not the features of the product. You see people are in the market to buy benefits. While they are buying products, they are actually buying benefits. If you tell them what YOU can do for them and how YOU can solve their problem then your copywriting can be very effective.
Absolutely, Andrew! Benefits are the number one most important aspect of effective copywriting. Number two? I’d say a strong call to action, wouldn’t you?
Thanks for commenting!
– Nicki and the Filthy Rich Writer team