A lot goes into the craft of copywriting; it has multiple, different facets and niches, and each has its own reasoning, style, and result.
One of these niches is Direct Response Copywriting (DRC), and it is one of the most highly paid positions that a copywriter can have. Emphasis is laid on it because it is not easy to do. It directly affects businesses and their sales and is a very competitive space to be in. Below you will learn more about this niche, what constitutes as DRC, and why it is such a highly regarded position as a writer:
What Is Direct Response Copywriting?
DRC is any copywriting that is done to elicit a direct and immediate response from a customer. It is the use of writing to generate sales in the form of sales copy. The writers that create such copy do it in a way to evoke emotion and create relatability to a potential customer so they, in turn, make a purchase or take the desired action.
This is the type of copy that affects the customer and the business directly. It has to be crafted carefully, skillfully, and effectively to prompt a sale. This kind of copywriting plays a huge role in advertising and marketing strategies and is considered very lucrative for businesses since it has large volumes of immediate, measurable results when done well.
What Are The Different Types of DRC?
Direct Response Copywriting always has one goal, and that is to make a sale. This kind of copy is used in many different forms, both online and in print, as part of marketing strategies. Below are a few of the different mediums where DRC is used:
A landing page is a single page of a website that serves the sole purpose of converting a visitor into a lead. The copy on this page is used to entice potential customers into entering their information, thus converting them to a lead. This page has no navigation and no other purpose, so the copy has to be especially well-written to serve the purpose of the page. Every website that is trying to retain customers needs to have a landing page.
A sales page is similar to a landing page since it serves just one purpose — to convert a visitor into a customer. The copy on this page has to be targeted directly to a potential customer, so they purchase the product or service in question.
There are two types of sale pages: long-form and short-form. Both pages have the same objective — they both feature a sales pitch, with the only difference being the actual length of the page.
Email newsletters are a form of email marketing that is done to inform customers of updates, new product launches, offers, or any other news from the business. Email newsletter all have a call-to-action link so that the customer can respond to the copy directly. The copy needs to be exciting and informative, and it has to prompt the customer to take the action that the advertiser desires. Email newsletters all have desired actions they want the customer to perform, so they have to be written well enough to elicit an interaction.
Product descriptions are a way for businesses to inform customers about their products. These descriptions cover all specifications and uses of the product to give the customer all the information needed for making an informed purchase. The product description needs to tell the customer why they need the product and why it is worth purchasing. It needs to address the need for the product in a potential customer and tell them how it can resolve the need. Product descriptions are extremely important, especially for online sales, as they are the only connection the customer has to the product since they can’t touch it and use it in person.
PPC ads are online ads that you see on websites and social media platforms that urge you to click on them to take you to another website. They are used to drive traffic onto sites in order to convert visitors into potential customers or leads. PPC ads are small and have very little copy on them. This is why a DRC writer needs to convey a powerful message with information that excites a customer and prompts them to click the ad in limited words. PPC ad writing is difficult and requires a lot of skill to be effective.
Have you ever read a piece of writing on the internet that seems like an editorial piece? Notice how it skillfully places a product within the content, convincing you to buy it since it was done in such a covert manner. This is an advertorial, an editorial piece that serves the purpose of selling a product. It is a form of clandestine marketing that requires a lot of skill on the part of the writer. The content here needs to be relatable and emotionally connect with a reader for it to be successful.
These are just a few examples of DRC. It can also be found in brochures, leaflets, magazine adverts, and any other marketing material that directly affects a business’s sales because of a potential customer’s direct response to copy.
Why Is DRC Given So Much Importance?
As mentioned multiple times above, DRC affects a business directly. Businesses depend on DRC for sales, which is why they give it so much importance. A product sold with good DRC will sell more against the same product when bad DRC is used to promote it. DRC is used to educate the customer on an offering. It is used to prompt customers to buy a product as well as to get a repeat sale. There is a lot of power in copywriting, but DRC that drives sales for businesses is what keeps businesses afloat, hence the importance.