Direct response marketing, or direct response, is a weapon of mass engagement.
It is designed to encourage your audience to engage and take action, whether through signing up to use a service, donating, sharing, or receiving a newsletter.
Although not the latest concept on the market, this smart technology largely boosts your email newsletter and social media marketing campaigns, putting an extra emphasis on direct response copywriting.
As content takes the online marketing world by a storm, it is essential for anyone relying on this tool to learn the ins and outs of direct-response copywriting.
The truth is, the majority of marketers nowadays rely on this tool as it boosts direct communication to your customers and their action-taking.
But, top-notch marketing copy is not as easy to pull off as it seems. While it has been widely used in the years past, and by countless brands, too, driving your audience into loving your product and keep returning to it requires more than just using your average copywriting skills.
We are talking about writing engaging ads, appealing headlines, cleverly structured page titles, relevant articles, conceptualized blogs, targeted social media posts, and other effective marketing tactics.
If you are new to direct response copywriting, the best way to incorporate this tool as a business strategy is to follow in the marketing pundits’ footsteps.
Read on as we provide you with an extensive guide on how to become a pure direct response copywriting marketing genius.
What Is Marketing Copywriting?
In essence, marketing copywriting refers to the entire content you create to market your business outside the traditional means of engagement. Simply, marketing copywriting aims to present your products or services to an audience of interest through dynamic and engaging content, such as blogs, social media posts and emails.
Aside from the aforementioned, copywriting for marketing purposes also includes a few other aspects, such as landing pages, banners, email marketing, product or service descriptions and others.
For instance, landing pages are seen as a bridge to attracting more visitors who have meant to be a gateway for visitors who have found your site either through organic search or through Google Adwords.
That gateway sends people further into your site and calls upon them to sign up to your website. Landing pages usually provide the kind of content that appeals to your target audience, encourages them to learn more about your products or services and ultimately take action, thus converting your visitors to potential leads.
Landing pages are typically precisely structured and serve a certain purpose, which always includes a call to action or CTA, thus urging people to convert.
What Is Conversion Copywriting?
Most times, the essence of your copy will be more relevant than its length. Even if using fewer words to ‘arouse’ your audience, arranging them properly and strategically will send the right message and pay off in the long run.
Aside from direct response copywriting and a carefully executed CTA, other tools that can further boost your popularity among visitors include graphics, images, and a sophisticated user experience on your site.
Conversion copywriting is different from standard copywriting, for several reasons.
Although both are intended to optimise your communication with visitors, conversion copywriting puts all essential ‘triggers’ front and centre. The main goal of conversion copywriting is to provoke action-taking in your audience and deliver the most suitable message – at the right time and aimed at the right consumers. Ideally, conversion copywriting serves to impress people who visit your site and naturally persuade them to take the kind of action you intended.
Such actions can include:
- Clicking a button;
- Signing up to your site;
- Sharing social media posts;
- Adding items to their cart;
- Agreeing to receive email newsletter;
- Spending more time on your site.
It is of the essence to your brand to understand the specificity of conversion copywriting. The tool introduced a single action to take and relies on clever wording and content manipulation to take full effect and provoke users to take action.
Call it a persuasive method if you will, but conversion copywriting combines in-depth scientific analysis and creative marketing writing to deliver an impactful message, with a sharp focus on your target audience.
According to Joanna Wiebe:
‘Conversion copywriting is there to take the best of direct response copywriting, the best of what we know about human decision-making and the best of user experience styles’.
Once all are combined well, these aspects will create successful conversion copywriting, which is, again, a call for people to take action on your site.
Even so, crafting high-end conversion copywriting is not a walk in the park. In fact, it requires the creation of such content that is not only of interest to your audience but also encourages them to click, share and engage.
To properly convert your words, you will have to rely both on scientifically-approved content writing strategies as well as to understand the exact reading needs of your visitors. Once you get the hang of it, however, you can play around with your content and deliver carefully implemented messages that call for attention – and action.
For those interested in creating copy that converts to perfection, below is a thorough guide on the most used tools to help you achieve just that.
7 Tools for Successful Direct Response Copywriting
When in doubt, test the heck out of your marketing content.
Testing is one of the most transparent tools in learning what works for your created copy and what shows no results. An expert in direct response copywriting, David Ogilvy is quick to note that continuous testing will provide the finest results for your advertising campaign.
While it sounds cheesy, always testing your content is a tool many brands trust and apply. Through testing your direct response copywriting, you can understand your customers better, which means you will sell your product or services more efficiently.
Your marketing efforts will remain barren without implementing a suitable CTA.
For conversion copywriters, writing a call to action is a force of habit, and yet, it is crucial in advertising your company to the rightful audience and allowing conversion to happen.
Direct response copywriter Scott Martin noted that the goal behind direct response copywriting is to convince a person to take a particular action on your site that ultimately leads to a purchase.
As a logical concept, direct response advertising is easily measured, reliable, and efficient. While crafting a stellar CTA was not a trend year ago, many marketers realized its significance in attracting more visitors to your brand and creating a copy that works. Look at it this way. Your goal as a provider is to sell. The goal of your CTA is to optimise those sales. If and when structured appropriately, your targeted CTA will keep the sales coming. Simple as that.
3. Long-form Copy
Popular belief notes that people are not keen on a lengthy copy. However, that is not the case at all, as if there is one thing your visitors will surely do – is read.
While short-form copy is deemed better and more efficient, long-form copy actually provides you with far better results.
One of the key reasons why people are invested in reading lengthy copy is because they want to ensure they are making the best choice when visiting your site or making a purchase.
If your long-form copy is engaging and appealing enough, your visitors will read on, learn more about your services, and stay informed on your latest updates.
From experience, landing pages are the ones scoring multiple conversions the best.
Unlike short-form content, long copy gives you room to persuade bigger, better, and stronger. In addition, long-form copy allows you to answer more questions from your customers, and explain the perks of purchasing your service in greater detail.
Aside from appealing to your customers, a long-form copy is far more favoured by search engines than short content. Fear not getting into lengthier content, as after a while, it will drastically help you optimise your direct response copywriting goals.
4. A Focus on Your Customers
While branding your company focuses on your brand, direct response copywriting puts an extra emphasis on your customers.
Although these two are drastically different approaches, it seems as though direct marketing is far more effective than indirect marketing tools, strategies or branded content.
As David Ogilvy puts it himself, ‘A consumer is not a moron. She’s your wife. Don’t insult her intelligence, and don’t shock her’.
The ultimate way to pull off a successful marketing campaign is by getting to know your customers more personally. If your marketing practices fail to address the customers first, your brand will not succeed as you hoped.
Practically, Ogilvy details his Rolls Royce marketing experience. Namely, instead of presenting the brand as is, he aimed for the customers who enjoyed a luxurious experience. This aim came from the direct knowledge of his customers, which then enabled him to target and optimise his ads.
In other words, once you have an idea of the customer base you are trying to engage, you will understand how to efficiently compel them into purchasing your services or products.
5. Headlines are of Crucial Importance
In today’s advertising era, customers will first be intrigued by the headlines of your campaign. If striving to achieve a direct response copywriting, creating original and catchy headlines is the way to go.
One of the first people who applied headlines as part of smart direct response copy marketing was none other than the man himself, David Ogilvy.
A master of crafting original, unique and targeted headlines, Ogilvy learned that five times the people will read the headline first before deciding to read the full copy. To him, nothing stands out more than a value-friendly and suitably defined headline.
In fact, one of the reasons he excelled in direct response copywriting was because he learned the significance of creating stellar headlines that reasoned with his customers and urged them to both pay attention to what they were reading and stay curious enough to learn more about the product, ultimately making a purchase.
6. All about the Details
The truth is, you cannot expect a functional direct response copywriting if you hesitate to go into detail about your product or service.
Although most top-notch direct response copywriting kick off with a punchy headline, the ultimate goal is to push your consumers into believing they are making the most informed decision. You can achieve this by listing certain details on your product or services, ones that go hand in hand with your company’s mission and claims.
Unlike commercials, for instance, infomercials are much lengthier and include more details of the product offered. Where commercials just cover the basic grounds and showcase their logo in bright colours, infomercials go into specifics and provide as much evidence as possible to testify to the product/service quality.
When it comes to crafting the ultimate direct response copywriting, ensure you feature details such as:
- Significant facts;
- Viable statistics and information;
- Examples and cases that testify to your brand’s quality;
- Engaging stories and narratives;
- Quality and fact-based research.
7. The Product Benefits
As good as your direct response copywriting is, it would be nothing if you fail to list the perks of purchasing your product to customers.
The popular opinion is that, while indirect marketing efforts revolve around the brand, direct advertising has the consumer’s needs in mind first.
To get the perfect formula when crafting your copy, try combining both together.
Even more, consider direct response copywriting as a way to show your visitors that your service is of the essence in their everyday lives, and the way its functions can optimise their overall experience when purchasing it.
Direct response copywriting is the finest tool in today’s marketing-driven era.
Without losing even a speck of quality or effects, direct response copywriting is throwing all other campaigning tools in the shadow and takes a much-deserved spotlight in the sphere of top-notch, valuable, and effective marketing – just the way you like it.
Write it right, or not at all!