We all know that direct response copywriting is the most efficient and effective way to convert prospects into customers. But how do you write direct response copy? And why is it so effective? Let’s take a look at some direct response copywriting facts that will blow your mind.
As you know, direct response copywriting (or DRC for short) is a specially crafted sales message that is designed to generate a response. It is often used in Direct Response Marketing (DRM), a type of advertising that is usually associated with direct mail, infomercials, and radio, and telemarketing. But while the term is fairly new, the concept is not. Direct response copywriting has been around since humans started communicating.
Direct response copywriting is not about selling.
It’s about asking a question and making a promise.
A lot of new copywriters make the mistake of writing copy that’s all about the product. So they get stuck writing about the features. Go ahead, try it. Describe your product to a friend. How long before you get to the features? Five seconds? Two seconds? That’s because, in the real world, nobody cares about the features. We care about the results. To get the results, people have to take action, and that’s what copy is really about: taking action. Taking the action of clicking a button. Taking the action of ordering by phone. Taking the action of picking up a pen and mailing in an order form.
Direct response copywriting is not about selling. It’s about asking a question and making a promise. Because when you truly understand that, you will find that success comes easier and faster. I believe this is important to understand so that you can become more successful with your copywriting efforts.
A single piece of direct response copywriting can sell more than 500 products.
A single piece of direct response copywriting can sell more than 500 products. That means that a single direct response ad, letter, package, or other marketing communication can generate more sales than all but the most successful of products. (And more money.) The reason is simple: Direct response copywriting is the art and science of selling. It is a discipline that can be mastered by anyone. The question is: Are you ready to take the first step?
I remember the first time I saw direct response copywriting in action. I was still in college at the time, and I was just beginning to explore the world of marketing. I saw a commercial on TV for a product called the Magic Bullet. This was an “As Seen On TV” item that promised to help you make healthy, delicious meals in minutes. As I watched, I was surprised by what I saw. The person in the commercial didn’t talk about the product. Instead, she talked about her life and the challenges she faced in the kitchen. “I don’t have time to cook.” “I’m too tired to cook.”
All copywriters can tell you that copy is important, but in this article, I want to point out a specific type of copy that can help you sell more of your products and services. Direct response copywriting is a style of copywriting that is designed to get a specific action from your clients and that is most commonly used to sell products and services. Direct response copywriting can be a very powerful tool in promoting your business and can drastically increase your sales.
Direct response copywriting has long been held up as the pinnacle of copywriting. The idea that you can write one piece of copy that will sell more than 500 products is enough to make any copywriter’s mouth water. But is that really the case? How many sales can a single piece of direct response copywriting really make? The answer: A piece of direct response copywriting can sell more than 500 products if you have enough traffic.
Direct response copywriting is always focused on the customer.
Copywriting is that part of your marketing that can help you sell your product, service, or idea to a specific audience, and direct response copywriting in the form of copywriting that puts the most focus on the customer. It’s the kind of copywriting that involves the customer in the buying process, and it’s made up of a few different steps.
You’ve probably seen the type of copywriting I’m talking about everywhere. It’s the kind of writing you see on late-night infomercials, “As Seen on TV” products, and in direct mail packages. It’s always focused on the customer, and the products and services the customer will receive.
Most copywriting is a simple exercise in writing about how great a product is. “It’s the best” or “You’ll love it” are the typical ways that most copywriters get a prospect to want to buy. Writing great direct response copy requires skillful use of the technique of focus, which means keeping the copy on the topic to the customer’s need.
A direct response copywriter always starts by identifying the problem the customer has. Once the problem is identified, the copywriter uses the customer’s own words to describe the problem. This is where most weak copy comes from. The majority of copywriters use their own words to describe the problem, which means the prospect doesn’t experience the same problem as the writer.
Direct response copywriting is written as if it’s being read aloud.
In copywriting, direct response copywriting is written as if it’s being read aloud. Imagine you’re talking to the reader, and the copy should be written as if that person is actually listening. While there are a lot of copywriting styles out there, direct response copywriting is the style that usually includes a call to action (CTA) at the end. If you want to write copy that wins customers, you need to write in a way that makes it seem like you’re talking to them.
DRC is written as if it’s being read aloud. Many times, you’ll see copywriters create a list of bullet points on a page because it’s easier than writing out the entire thing. This is helpful in a lot of instances, but if you’re trying to convince someone to take action, you need to work harder than that. You need to write like you’re talking to someone.
It’s really that easy. Do you know what is also easy? Copywriting for your own team, and helping your team grow. Learn how you can grow your team on autopilot with Downline Builder Software (shameless plug).
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