Copyrighting is an art. There is emotion and meaning behind every word you write. Knowing how to use them with other techniques to generate millions of dollars is no easy task. The top end of the copyrighting mountain is the direct response.
It is the highest-paid and most lucrative marketing tool you can create. So today, you will learn about direct response copywriting and five tips to create a powerful direct response copy in 2021.
What is Direct Response Copy?
Direct response is a specific phrase for a copy or advertising campaign where you want to take the right action. Direct response marketing or advertising often demands immediate action and measurable results through a call to action. Examples would be a landing page where a form is added or a click-to-call button that results in a sales call. Landing pages often use a direct response copy.
Direct vs. Indirect Responses
It is much easier to directly understand direct response copywriting in the broader context of advertising. Many ads fall under the category of “indirect response.” It doesn’t make you buy something right away. Instead, its main objective is to create awareness so that customers can recognize and remember a brand or product the next day.
The purpose of a Coca-Cola ad is not for viewers to buy it on sight. Instead, the company wants to show its logo in front of as many people as possible.
They expect you to reach Coke the next time you’re in the grocery store. So indirect response advertising is a typical and long-term game.
Direct response copy takes the opposite way. It is a unique and short-lived form of creative marketing designed to encourage customers to make on-site decisions. For example, if you’ve always read a landing page with a registration form that advertises a membership, online service, or training program, you’ve read a direct response copy.
Tips to Create A Powerful Direct Response Copy In 2021
1. Test and Monitor Your Copy
The only way to determine how effective your creation is at converting prospects to test, monitor, and edit it. These procedures can and should be done both during the writing process and as soon as creation is completed and delivered. Each tactic depends on how much time and money you are willing to invest in the testing process.
For example, pick 3-5 of your most prominent ones and follow them on Twitter. Link them back to your page simultaneously every day for a week or two and test which one generates the most clicks. Find your winner and be sure to improve it over time.
Once your campaign is up and running, you need to keep a close eye on its performance. Key metrics like clicks, conversions, and engagement will give you a better indication of what’s working.
It’s also important to keep track of trends in how the metrics work together. For example, you may see that your campaign generates many clicks but few conversions. These findings would suggest that you have a high-performing headline, but the problem rests elsewhere.
Once you understand what works and what doesn’t, writing future copies will require less guesswork and minor editing.
2. The Headline
Your headline is like a resume cover letter that motivates the person to keep reading. So spend a fair amount of time on your headline.
A good headline should contain some or all of the following:
- Arouses curiosity
- A clear benefit to the reader
- Include a number if you have a list of things the reader should know.
Some copywriters say that you need to spend more time on your headline before starting the rest of your copy. Others say that you can start writing your copy earlier, and the headline may surface in the copy. You can try these methods and see what works better for you.
3. Consider “How About you?”
Remember that when you write, the copy should be about the reader. Therefore, you should use “you” as often as possible. Cut out “I” and “we” to a minimum. Letters filled with “I” and “we” will leave your readers cold because you can’t involve them with such words.
4. Apply AIDCA
AIDCA means “Attention, Interest, Conviction, Desire, and Action.” Ideally, you need all five in your copy. Start with an attention-grabbing headline and then pique interest with an engaging product or service hook.
If you are building copies of the longer-form, the conviction may take the form of customer testimonials or reviews, but this is not necessary for quick-hitter content.
Desire describes your value proposition – what do customers want for your product or service? Action is your goal; Clarify what you are looking for and provide direct links.
5. Ask for Action
Although the content of your direct response copy should always end with a CTA, it is too a immeasurable idea to reinforce this idea two or three times in your content.
So always start and end with a call-to-action and include a more actionable reference in the middle of the longer copy.
Conclusion
Direct response copywriting is where all the money is at in writing. It is a process of writing copy to which customers respond directly, such as brochures, direct mail, or landing pages.
What is the ultimate goal of direct response copywriting? Connecting with your audience to take immediate action. Although it’s not an easy task – but by testing and monitoring your copy, including attractive headlines, applying AIDCA, asking for action, and considering how about you, it’s possible to create content that’s credible to consumers on demand.