Copywriting is more than just writing things plainly and calling it a day. There are so many different aspects to copywriting, and this becomes apparent from the different niches within the field. Those who are not familiar with copywriting, consider the field a monolith, i.e., all writing is the same. But there is so much more that goes into it. You can pick from the many different niches, depending on your interest, skill, and style.
One of the most lucrative and competitive of those niches is direct response copywriting. This type of writing rises to the top as it is one of the most coveted among copywriters. In this article, we will discuss everything you need to know about the niche and what sets it apart from its fellow contenders. We will look at the reasons behind businesses giving this writing niche so much importance and cover everything there is to know about direct response copywriting.
What Is DRC?
Before we get into any of the details, you first need to understand direct response copywriting or DRC. It is a niche within digital marketing copywriting, which is aimed specifically at promoting a direct and immediate response from a potential or returning customer. This type of copywriting is used to directly generate sales of a particular product or service with the use of sales copy. This type of copywriting is not easy to do. The writer is responsible for producing a relatable piece of writing that elicits an emotion among customers and prompt them to either buy the product or take a desired action that will benefit the company.
However, direct response copywriting isn’t as simple as that. Since this type of copywriting directly affects the business and its customers, the writer needs to be exceptionally skilled in their craft. This type of copy needs to be able to prompt a sale in order to be effective. DRC is an integral part of marketing strategies; this is particularly due to the fact that it can get immediate and measurable results and can be very lucrative for businesses.
What Are Some of the Other Copywriting Niches?
Copywriting niches tend to overlap and intertwine with each other, but each individual niche has its own place. There are countless niches within the field besides DRC, from technical writing to writing features in magazines. Below we will break down some of the most popular niches in the field.
1. Technical Writing
Almost every business needs a technical writer. What technical writing entails is the documentation of different processes. This type of writing may seem dry, but it can be lucrative because of the need for it and the small number of writers who actually do it. Technical writing includes writing things like instructions, user manuals, guides, and other such documents. This type of writing can also be used internally for a business to create SOP documentation, policies, briefings, etc.
Ghostwriting is technically not a niche, but it is a popular mode of working for many writers. In ghostwriting, a writer is commissioned to produce a piece of writing, which they then relinquish their ownership or authorship over; a ghostwriter would not get credited in the byline. This can be troublesome if you are trying to build your name as a writer, but ghostwriting pays double of any other copywriting you are doing in the same niche; you have to look at your opportunity cost when you get into this type of writing.
3. SEO Writing
SEO writing is done to optimize websites and blogs and help them rank higher on search engine results pages. SEO writing follows a particular guide put out by Google and requires a bit of research. SEO writing is enriched with the use of keywords and backed by research on competitors and demand of the market.
4. Magazine Writing
Writing for magazine entails covering a wide range of topics like fashion, beauty, health, fitness, travel, lifestyle, and even profiles and interviews on people of interest. However, magazine writing doesn’t adhere to the same rules as most other writing that is featured online. It is more creative and engaging and does not require the level of SEO-adherence like most other digital writing.
5. Financial Writing
This is the type of writing that has anything and everything to do with the finance world. Of course, this type of writing requires a knowledge base on the subject. Financial copywriting includes writing on topics like mortgages, investments, and trading papers.
6. Legal Writing
Law firms everywhere require copywriters, but this is a fairly untapped niche even though it is very lucrative. You need to have a fair amount of knowledge about the law and legalities to enter this niche. All documentation that is created to fulfill a legal purpose is written by legal copywriters, and this can include anything from NDAs to contracts.
Why Is DRC So Important To Businesses?
Businesses that offer a product or service need to be able to market them to generate sales. One of the most effective ways to do this is through the use of marketing strategies and advertising. Now, most, if not all, types of advertising and marketing require some amount of copywriting to make that sale. This is why businesses are always looking for skilled copywriters to create copy that would make their marketing strategies successful. A marketing strategy is just a strategy until people execute it and make it come to life, and this includes DRC writers.
The level of skill required for becoming a direct response copywriter is high. However, because of the demand for such writers and the lucrative nature of the niche, the space is very competitive and saturated. That is why writers are constantly upping their game and perfecting their skills in the space to stay ahead of the curve.
With accessibility to the internet, the online market is booming. Since all businesses across industries are shifting or expanding into the online space, DRC is more in-demand than ever before. DRC now gets immediate results for businesses; this form of copywriting has completely shifted the way businesses view and interact with their potential customers.
The internet has bridged the gap between businesses and their customers. So any type of marketing material targeting customers has to be more relatable and personalized. Plus, with platforms like Google, customers have a world of information available to them, so businesses can no longer hide behind vaguely written content to sell their products. Since customers are a lot more informed about their purchases, businesses have to be a lot more vigilant and thorough about the information they put out.
How all this ties back to DRC is simple. These businesses need to put out trustworthy and reliable information for their customers, but it still needs to be catchy enough to get their attention.
For this reason, businesses need to rely on the skills of DRC writers for creating copy that generates leads while relaying relevant information to their potential customers. This type of copywriting requires knowing how people gather information from the internet and how to write according to the medium.
Where Is DRC Used?
Direct Response Copywriting always has one objective; to make an immediate sale. DRC is used in several different forms, online or otherwise, as the final leg of marketing strategies. Here are a few, but not all, different ways DRC is used:
DRC is used to construct landing pages on websites. A landing page is a single webpage created solely for the purpose of converting website visitors into leads. The reason why DRC is used for this kind of page is that the copy needs to be able to entice the reader into entering their contact information for businesses to build their lead base. This page has no navigation, so the copy has to be especially well-written to serve the purpose of the page.
A sales page, much like a landing page, serves a single purpose. That purpose is to convert a lead into a customer. The sales page is where a potential customer can make the purchase of 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. Since the sole purpose of this page is to make a sale, the copy needs to be targeted directly at the customer and needs to be able to elicit an immediate response.
Marketing emails and email newsletters are a great way of informing potential and existing customers about new products, promotions, and deals. All marketing emails have one thing in common — a call-to-action. This call-to-action is only effective if the copy written for it gets the reader to respond there and then. The copy needs to be exciting and informative, and it has to trigger the customer to take the action that is desired.
Product descriptions are exactly what they sound like; the specifications, uses, and any other important information about a product. For businesses, product descriptions are needed for informing potential customers about the product; they need to be well-written and exciting enough to make the customer want to purchase it. Aside from giving all the information about the product, the writer is expected to make the reader feel like they need the product and tell them why it is worthy of a sale. Product descriptions are especially important for e-commerce since the customer cannot actually touch and feel the product; the copy is their only connection to it.
PPC advertising relies on DRC in order to be effective. These are the ads that are seen on social media and websites that prompt you to click on them. Once clicked, these ads take you onto another website; they are used to drive traffic from one space to another. Since PPC ads have very little copy on them, they need to be well-written to serve their purpose.
Advertorials are skillfully crafted pieces of writing that look like editorial pieces or blog posts but carry marketing messages covertly. This type of writing features product placement, usually in the form of a link, which takes the reader onto a webpage where they can purchase the product. An advertorial is effective when a writer is able to relate to the reader and form an emotional connection that leads to a sale or lead generation.
DRC has many applications. Some of these include brochures, leaflets, magazine adverts, and any other marketing material that directly affect a business’s sales because of a potential customer’s direct response to the copy.
How to Stay Competitive As a DRC Writer
As we mentioned earlier, DRC is a very competitive and saturated niche for copywriters. To stay a step ahead of the rest and get noticed in the field, you need to perfect your craft. There are many different aspects to DRC, but the crux of it lies in marketing. It is very important as a DRC writer to know the product or service you are writing for in and out to effectively persuade a potential customer into making a purchase or sign up. You also need to get used to the idea of conducting some market research, all of which can be done online through various tools available. Your research will give you a clearer idea of your target audience for a particular product or service. Once you become proficient in this skill, you will get a clearer idea of what direction your writing needs to go.
Apart from that, you need to practice your persuasive writing. Marketing is all about being able to persuade an audience to become customers. Brushing up on marketing tactics and your writing skills will only help you further your career and get more recognized in the niche.