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Have you ever come across a sales page that seemed as if it was directly written for you?
That is direct response copywriting at play.
If you want to create similarly compelling copy but are unsure where to start, this guide will help you out.
Also Read:
What Is Direct Response Copywriting?
Direct response copywriting aims to compel the reader to take an immediate action, be it making a purchase, signing up for a newsletter, or filling a survey form.
The primary goal of DR copywriting is convincing the reader to undertake a direct, measurable action. This can be achieved by employing various channels, including print ads, social media, email, or direct mail.
The above characteristic of DR copywriting distinguishes it from other forms of writing, where your focus may be on educating the audience or brand building without an immediate call to action (CTA).
All in all, DR copywriting isn’t just about conveying the information. In addition, it requires creating content (whether it’s audio, video, or text-based) that prompts the auidence to do take measurable actions.
Direct Response Copywriting Examples
Looking for some inspiration to craft your own crazy-impressive copy? Here are some of the best DR copywriting examples:
1) Bill Jayme’s Bathroom Door Question:
Although it was created back in the 20th century, but the power of this copy was such that nearly everyone who received the mail ended up opening the envelope just to see what it was all about.
That is because the cover included the following phrase (pictured below): \”Do you close the bathroom door even when you’re the only one at home?\”
Right below the heading was the invite for a free offer and a psych test, perfect for his ultimate goal of promoting Psychology Today.
2. Ramit Sethi’s Landing Page
If the above example had you thinking that great copy only existed in the previous century, the below landing page will prove you wrong.
What Ramit does very well is triggering a subconscious feeling most of us have – others are far more happier and confident that I’m.
He knows that his target audience often grapples with this question but is yet to come up wth an answer (which he promises to give them provided they sign up for his newsletter).
Powerful strategy, right?
3. Prescriptions Made Simple
If you have anyone with multiple health conditions in your family, you may know how big a chore it is to sort pills from different boxes and bottles.
It’s also a lot of stress to remember which pill to take at what time of the day – perhaps the final pill isn’t really final.
To solve this problem, one pharmacy in London came up with a solution – providing strips of pill sachets. Each sachet contained pills that were to be taken together, with a time stamped on it.
From then on, they just had to educate their customer what their sachet contained (while also convincing them to purchase the sachets).
Safe to say that the above copy managed to hit both targets.
4. The Wall Street Journal’s ‘Two Young Men’ Letter
Through what is rightly called as the most successful sales latter in the history of the world, Martin Convoy helped the newspaper sell over $2billion (yes, TWO BILLION) subscriptions for about 30 years.
The \”Two Young Men\” story tells of two individuals heading west; only one finds success. This narrative serves as a hook to emphasize the importance of staying informed, linking success with reading The Wall Street Journal.
The result of this campaign was a significant increase in subscriptions. The clever use of storytelling, coupled with the newspaper’s reputation for delivering quality financial news and analysis, resonated with the target audience.
How to Become a Direct Response Copywriter?
Now that you know what direct response copywriting is, chances are that you may want to become a DR copywriter yourself.
Here are the steps you need to take to turn your dream into reality:
Step 1: Develop Strong Writing Skills
Start by putting pen to paper (or words on a screen). Make sure to write content that is clear, concise, and error-free.
One of the best ways to do that is to read extensively – when I was starting out all those years ago, I made it a habit of reading everything John Grisham (one of my favorite authors) has ever written.
However, reading for the sake of reading won’t improve your writing skills – you also have to do a lot of note taking. Only then you’d be able to turn the knowledge acquired from reading into writing well.
Step 2: Learn the Basics of Marketing and Human Psychology
You cannot become an effective DR copywriter unless you have understood (if not mastered) the fundamentals of marketing and psychology.
This knowledge helps you craft convincing messages that convince the target audience to take the immediate action you want them to take.
Here are a few marketing principles you’d do well to understand:
- Product Understanding: Can you promote a Tesla without being aware of its range? You cannot. It’s thus essential to gain a deep understanding of the product or service you intend to promote.
- Target Audience Analysis: Before you write the first draft, you should have the profile of your target audience. That includes their demographics, behaviors, pain points, and preferences.
- Unique Selling Proposition: Every product or service has something that sets it apart from competitors. Your job as a copywriter is to highlight that USP in your copy.
- Marketing Channels: Make sure to gain a deep understanding of the various marketing channels, both conventional and digital. But gaining understanding alone isn’t enough. You’d have to also have a know how of which type of copy works well with which marketing channel.
It’s equally vital to familiarize yourself with these key elements of human psychology:
- Motivations and Needs: We don’t buy products we liked the copy marketing them. Various emotional and practical factors drive us to make purchasing decisions. An effective copy taps into these motivations.
- Psychological Triggers: There are four psychological triggers that prompt action, including urgency, scarcity, social proof and FOMO. Make sure your copy stimulate at least one of these triggers.
- Emotional Connection: I buy the flagship Samsung phone every year not because it makes financial sense (my bank account gets depleted on every purchase). Instead, it’s my emotions that dictate the decision.
- AIDA Model: The AIDA (Attention, Interest, Desire, Action) model outlines the stages a consumer goes through as they make a purchase. Structuring your copy accordingly can prompt the reader to take the desired action.
Step 3: Study Successful Campaigns
Start by choosing a diverse range of successful direct response campaigns across different industries. This will give you the exposure needed to identify industry-standard nuances as well as universal principles.
Once you have multiple campaigns at the ready, it’s time to dive deep into each. Specifically speaking, pay attention to the tone, language used, and the overall writing style. Don’t forget to make lots of notes.
Afterward, it’s time to deconstruct headlines and CTAs. If you had selected successful campaigns, there would be an excellent chance that the headlines and CTAs would be clear, actionable, and eliciting a sense of urgency.
Finally, it’s time to investigate the mechanisms used to drive conversions. You can find them by repeatedly reading the placement of CTAs, the layout of the copy, and elements such as reviews or guarantees.
Step 4: Take Copywriting Courses
There are various reasons why you should take several copywriting courses at the beginning of your marketing career.
The first of which is that these courses offer a structured mechanism to learn the basics of this field. This step-by-step approach would help you build a solid foundation to build your copywriting career on.
Another reason why you should take copywriting courses is that they will make you aware with the different elements of copy, including headings, CTAs, images, blurbs, images, and body copy.
The best copywriting courses will also give you invaluable insights into real-world case studies, industry trends, and best practices for writing copy.
Step 5: Build a Portfolio
High-paying clients won’t hire you unless you have a strong copywriting portfolio showcasing your skills.
Even if you don’t already have your own website – it’s recommended that you have one asap – choose samples that show your best work and compile them in PDF with a watermark on each page.
Make sure to include a variety of samples to demonstrate your versatility, including different types of copy such as blog posts, product descriptions, email campaigns, or social media content.
If you lack real-world examples, create hypothetical copy that markets the type of products or services you’re the most experienced in. This will help you attract the specific clientele you’d love working with.
Step 6: Seek Practical Experience
If you aren’t unsure how to find your first client as a freelance copywriter, make sure to read this guide.
This guide provides a comprehensive overview of the reputable job boards from where you can find high-paying clients.
Additionally, it addresses the common concern of not knowing which copywriting niche to specialize in, offering a primer on various types of copywriting.
To further sweeten the deal, the guide provides various cold pitching tips, strategies to expand your network and time-tested practices to navigate the exciting yet diverse world of copywriting.
Conclusion
Copywriting can be an ethcially and financially rewarding field, as it lets you connect people with products or services that solves their pain points while also earning you big bucks. It’s thus reccomended to pick this niche if you want to have a fulfilling copywriting career.
