Copywriting
A Complete Guide To Direct Response Marketing (Copywriting)

A Complete Guide To Direct Response Marketing (Copywriting)

Direct response marketing is an excellent approach to engage communication with your target audience. From basic product advertisement to merely conveying information about your brand to customers, direct response marketing will get the job done and right too!

Effective execution of direct response marketing can pull in more traffic and realize ROI overtime. It is both efficient and convenient at the same time. It is like hiring a salesperson to carry on the task of engaging prospective customers and receiving feedback from the comfort of your couch. This is why most persons resort to direct response marketing when it comes to digital marketing options.

What Is Direct Response Copywriting?

As the name says, Direct response marketing is a type of marketing technique. The purpose of it is to force people to take action and run to final decisions immediately by offering an ad. Evoking an on-the-spot response

Direct response marketing (copywriting) is the process of developing sales copies with the intended aim of generating a timely response from the target audience.

Here’s an example: in the event, you desire to write a sales copy to expand the reach of a brand, as a Copywriter, your goal would be to ensure those reading the copy have an immediate response with a purchase.

Direct response marketing is quite a lucrative activity since it plays a prominent fundamental role in content marketing. But then, to convince readers and convert them from potential customers to actual consumers of your brand, you must exhibit excellent copywriting abilities in strategy combined with convincing power to win more customers.

Some examples of direct response material include:

  •         Product descriptions
  •         Advertorials
  •         Fliers
  •         Sales pages
  •         Brochures
  •         E-mail newsletters
  •         Magazine ads, Etc

Marketing copy generally includes any material that seeks to prompt readers to purchase a particular good/service immediately.

Characteristics Of Direct Response

Direct response marketing is a form of advertising that is more cost-effective and strategic. It drives action from customers directly after they see your ad and is intended to invoke an immediate response. Direct response advertising is marketing in action!

Trackable Responses

Since direct response marketing aims to trigger an immediate response in readers, it follows that these responses can be tracked and monitored. When there is a new subscriber to the mailing list, for example, it can be quickly recorded. When someone visits a website and clicks on an ad, it can be tracked, and the total number of visitors cataloged. This makes results and costs easier to monitor.

By this characteristic, you can quickly tell if the marketing strategy works or not and take the necessary steps to:

Measurable Results

Not only is it easier to track responses, but it is possible to single out which particular advert had the most engagement and take action on such statistics. This allows you to measure the effectiveness of sales copies and deduce whether they’re doing well, thus helping in decision-making.

Call-To-Action Headlines

Compelling and convincing messages driving readers to purchase the product is characteristic of direct response marketing. The headlines that grab attention and words that urge action make direct response copywriting unique.

Target Audiences

Direct response marketing doesn’t attempt to reach all classes of people simultaneously – it has a specific target audience. It seeks to engage a niche in the population to consume the product being advertised.

Digital response copywriting narrows down to a specific location, demographic or particular interest (niche).

Required Response

Direct response copywriting invokes in the reader an immediate response of purchasing the product. This is called Call to Action (CTA). The reader asked to respond, but there is a specified way to respond to the sales copy.

Specific Offer

Another characteristic of direct response marketing is that it presents a specific offer to the reader, which the potential consumer can benefit from upon taking a particular action.

This specific offer addresses the reader’s problems, fears, interests, or desires.

Initial Follow-Up

When a reader asks for more information upon reading a direct response copy, a reward is included. This reward may be information, a product, or even a discount price. This reward is then followed by a prompt to take the next step, ultimately consuming the product being advertised. Follow-up can be done via e-mail, telephone, etc.

Benefits of Direct Response Marketing

  •         It is an ethical way to sell since it focuses on solving customer problems.
  •         Consumers have the power to opt for or deny communications.
  •         It is more realistic, especially for small businesses, to gain a customer base.
  •         Exact data shows the cost to gain customers as well as returns on the investment.
  •         Effective direct response marketing generates more profits.
  •   Direct response marketing can use varied personalized platforms: social media, e-mail, messaging, phone, websites, etc.

How to Copywrite? (Writing a Direct Response Copy)

To do a great Copywrite, here are some fundamental steps to follow to ensure that readers take action towards consuming the brand for which you’re copywriting.

Step 1: Understand the Product

Step one to great Copywrite is having a detailed understanding of the product. To begin with, you must ask fundamental questions like:

  •         What is the product?
  •         What does it do?
  •         What are its benefits to the consumers?

You should be quite knowledgeable about the product to convince others to consume it in a Copywrite. This extensive knowledge of the product allows you to achieve precision in your sales copies. Since you know what customers’ needs are, as you develop your copy, extensive knowledge of the product would come to play as you’d be able to convince the readers the product is for them and would meet their needs.

Take a look at the famous Copywriter, David Ogilvy, who came up with the famous headline, “At 60 miles per hour, the loudest noise in this Rolls-Royce comes from the electric clock.” His intimate knowledge of the product he was creating sales copies for pushed him to come with such a headline that encapsulates his experience with the product and the audience’s desires. It reportedly took him three weeks to come up with this headline for the Rolls-Royce advert. By practically experiencing the product himself, he could develop a sales copy that would engage the audience and give them the desire to try out the product for themselves.

So, what’s the point I’m trying to put across? It would help if you did your homework about the product.

Every excellent direct response copy starts with a background check on the product or services in question before developing a write-up to sell that good/service by convincing the readers to purchase.

Now, there’s a shortcut to this first step; a way to bypass this step, but there’s a catch – it only works if you’re the business owner who worked closely during the product development.  Being a business owner means you have somewhat of complete knowledge of the workings of the products and their benefits, key features, pros, and cons, as well as a reasonable opinion of what customers may be on the lookout for what they opt for in the product.

Before you start with a copywriting venture, you must review the information you currently have on the product. It would also be pointless setting out on a fact-finding mission for a product that you have personal knowledge about already -that’ll be like asking questions you know the answers to already.

So, you must write out all the benefits, features, and relevant information about the product you want to advertise before you take up your creative cap for a great Copywrite.

Step 2: Prepare A Complete Product Description

Once you’ve done the necessary research about the product you want to advertise, you can move on to step 2 and develop a complete product description of the good/service. To achieve this, there are some fundamental questions you’d need to ask.

How can I describe the product in my own words?

To answer this question doesn’t really require some more research per se, but more initiative. You should ask yourself, how can I describe the product in a way that’s different from the owner’s description? If someone walked up to me and asked about the product, what would be my response?

You shouldn’t just propagate the producer’s words but have yours to describe the product.  

What makes the product in question so unique?

This is the question that seeks to reveal critical aspects of the Unique Selling Proposition (USP) of the product or service, which you wouldn’t find in other competing products.

So, what does this product have that other similar products do not? Does it have anything that sets it aside from the crowd? As a direct response marketer, it’s your job to make the customer believe the product is, in fact, the best among similar products.

What is the most significant benefit of this product?

It may not always be sufficient to stress the fact that the said product is the best among competing brands. A customer may sometimes want to understand the benefit of the product before making a purchase. It may not be sufficient to inform about the product features, but how these features benefit the consumers is equally important.

Some other relevant questions in developing a complete product description for a compelling sales copy include:

  •         What problem(s) does the product solve?
  •         What features does the product have?
  •         What is the USP of the product?

Step 3: Know Who You Are Selling To

Step three to developing a compelling sales copy is knowing who you’re addressing in the Copywrite.

In most instances, a potential customer would read the Copywrite alone, and the content of the ad must address that customer as an individual, not a group. Be it on a newspaper, billboard, website, etc., let the content of the ad be directed towards an individual.

To achieve this, you should know who you’re addressing – who you want to sell to, before trying to present what you’re advertising in hopes of getting them to make a purchase.

The customer determines the approach for direct response marketing. The customer also regulates the measure you’d use to convince them to an immediate response of purchasing the product.

As such, you should have it at the back of your mind that it’s not about the company/brand you’re advertising, but it’s about the customer, and knowing them is key to achieving a great Copywrite.

The tone of the ad and the writing style will vary depending on the size of the business and the target audience.

You may be wondering why it is so important that I know about the potential customers before engaging in a direct response marketing project? Well, customers generally have different tastes, preferences, desires, and expectations. A teacher may have different expectations from a healthcare worker. A teenager’s preferences may differ from those of an adult, and understanding the target group’s preferences is critical.

Customers’ different behaviors and preferences or so, try to fit yourself in the customers’ shoes and view from their perspective.  If you were the customer, what would you think of the ad as you read it? Would you return positive feedback?

Take out the time to research the target customers. Find out:

  •     Who are the current customers? To get new customers to engage in your product, they may want to know your current customers. This can be their way of verifying if the product actually works as you say it would. But then, for a product hailing from a company that hasn’t sold any products yet, you should skip on this question.
  •     Who is the target customer? Who are you trying to reach to purchase the product or service? You should clearly state out the target population.
  •     How does the typical customer look like? To answer this is to explain the customers who are likely to show interest in the product. The answer to this question will reveal to customers whether or not they are ideal for purchasing the product.  

Step 4: Create Attention-Grabbing Headlines

The first contact customers have with your digital response Copywrite is the headline. There, it must be as attention-grabbing as possible for maximum impact in attracting potential customers to purchase the product. The numbers back this up.

On average, people are more likely to click on a digital ad when it grabs their attention or is in line with their thoughts or intentions at the time. About 8 in 10 persons read just headlines in ads, while just 5 in 10 people are likely to read through an ad if the headline grabs their attention.

To have readers click on your ad will require that you have a great and captivating headline. A poorly structured headline sends out the signal that you don’t have what the readers want.

Here are some tips for developing attention-grabbing headlines for your sales copy.

  •       Ensure the headline presents the product your market desire.
  •       Don’t just write out one headline and move on. Make multiple headlines, read them out loud, and choose the more convincing one.
  •     Be specific in your headline. A reader should be able to deduce what benefit they’d have from the product just by reading the headline.
  •         Ensure the headline presents a sense of urgency to the reader. This gives the readers the impression they’re missing out on a fantastic opportunity by delaying any further to purchase the product.
  •           Include at least one benefit of the product in the headline.
  •         Keep the headline simple and clear to understand. The complex language would yield little results in this regard. It helps readers quickly understand what you’re trying to communicate in your sales copy.

Sometimes, you don’t have to come up with new headlines to get them intriguing. Sometimes, simply replacing some words with punctuation would build the necessary hype towards the product and inspire people to purchase the product.

For result prone headlines, here are some tried and true headline strategies you could use:

  •         Portray Urgency
  •         Be Unique
  •         Be Ultra specific
  •         Call to action
  •         Use Questions

Step 5: Use Power Words to Make Your Point

Choice of words carries significant weight in copywriting, and you must choose keenly the words you use. Emphatically, there are certain words that, when used correctly in a sales copy, can double the chances of making a sale.

Generally, power words come into play when your desire the reader to carry on a particular action, which is the end goal in direct response marketing.  Power words could also provoke an emotional response or capture their attention to the product you’re advertising.

Words like “mistake,” “results,” “failure,” and “risk” highlight pain, while words like “final,” “now,” and “limited” usher in urgency to the sales copy.

Step 6: Be Sure to Call-To-Action (CTA)

The endgame of direct response marketing is to provoke an immediate action of purchasing the product. You should, thus, speak to customers from an individual perspective as you convince them to make a purchase.

A CTA section must be given special attention in your sales copy to ensure the readers actually act on the sales copy in making a purchase. It is actually a lot easier than you think for a customer to read through a sales copy and forget to act on it, especially in the case of a long Copywrite. This could also be because you neglected to emphasize the need to act at the end of the sales copy.

Usually, a customer is more likely to click on a link or subscribe to a service when you clearly inform them of what they’re likely to get in advance. As such, a value proposition on your CTA is essential for successful copywriting.

Step 7: Create Scannable Content

In today’s world, there is an insane degree of urgency in daily life. The consequence of this is, people would hardly have the time to go through an entire sales copy without just jumping to the conclusion. As such, you must make your sales copies scannable and easily navigable. To achieve this, use many whitespaces, bullet points, headings, and subtitles in the copy.

Scannable content would quickly move readers from headline through to the CTA, thus increasing their chances of becoming customers. Scannable content is a lot easier to navigate. You must also bear in mind that people approach reading online content slightly differently from offline content.

Step 8: Include Social Testimonials  

People reading your Copywrite need some form of assurance that the product does what it says it would do. Testimonials present somewhat of proof that the brand is reputable and the product is, in fact, legitimate in what it says it does.

Making use of these testimonials from satisfied customers would go a long way to instill confidence and assurance in readers that the product would be beneficial to them.

To achieve this, you could include the following to your sales copies

  •         Some clients served in the past.
  •         Relevant business, product, or service ratings.
  •         The number of subscribers or customers you have.
  •         The social media following of your brand.
  •         Social media logos with links to your accounts.

If you can prove your products and services’ credibility and authenticity, you can easily convert readers of your sales copies to customers.

More Tips in Direct Response Copywriting

  • Stay Focused: Remember you’re busy, and so is your Reader. So keep on point around the central idea you want to communicate regarding the product.
  •   Hook the Reader with a Headline: A great headline alludes to all you want to talk about.
  •   Be Brief but Provide Value-Driven Information: In a predominantly busy world, excessively long write-ups would do you very little good. So go straight to the point and provide necessary value-driven information in as short a sales copy as possible.
  •   Offer Something the Reader wants: A sales copy would generate a response in the Reader only when they realize you have something they want.
  •   Give the Customer a Time-Table: Let the Reader feel some urgency to acquiring the product using phrases that suggest a timeframe for purchase, as seen above.

Conclusion

Direct response marketing (copywriting) is a handy and instrumental tool, especially for small start-ups seeking to gain a consumer community for their products. These tips shared here would get you well on the way to carrying on direct response marketing projects with excellence and achieve results in your sales copies. 

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