Direct Response Copywriting 101 - A Beginner's Guide

If you're a copywriter or a marketer who has just started to bask in the glory of this beautiful digital landscape, you might have heard the term 'direct response copy.'  And, you're wondering scratching your head, 'now, what's this bullshit man!' Right? 

Don't worry, when I was a beginner, I used to think that every copy is same and serves the same purpose; selling.  But I was wrong. That's not always the case.  In this guide, I'll tell you what actually direct response copywriting is, what it entails, its examples, and how to get started.

Most of the brands struggle to grab the attention of their target audience and often times all their marketing efforts fall flat, despite having a good copy. Do you know why? Because, it lacks the direct response tone. 

The art of direct response copywriting is a discipline unlike any other. It requires equal parts creativity and strategy; an ability to engage and persuade; and an unrelenting focus on the needs and desires of your target audience.

This time-tested approach is the secret weapon of successful marketers worldwide. With its ability to engage and persuade even the most skeptical of prospects, direct response copywriting is a force to be reckoned with.

So buckle up and get ready to discover the tips and tricks of this powerful marketing technique.

What is direct response copywriting?

Direct response copywriting is a type of writing that's designed to get a specific response from the reader. It's often used in advertising and marketing, but can also be used in other areas such as fundraising and customer service. The main purpose of direct response copywriting is to get the reader to take a specific action, such as buying a product, signing up for a service, or making a donation. It is important to remember that the goal is not just to get the reader to read the copy, but to actually take the desired action.

If you're a business owner, marketing manager, or even a freelance copywriter, understanding how to write effective direct response copy can be a valuable skill.

If you can come up with a copy that persuades people to buy your product or use your service, you're likely to see a better return on investment than if you'd written something that didn't have that goal in mind.

The anatomy of a direct response copy: what makes people respond?

To write an effective direct response copy, it is important to understand what makes people respond. The anatomy of a direct response copy includes various elements that work together to create a successful piece. When all these elements are used correctly, they can result in a high response rate from the audience.

Here is the complete breakdown of what a highly convertible direct response copy should have.

1. A compelling headline or it will suck!

Your headline is the first, and maybe only, chance to convince someone to read your article. So, it better be good. Really good. Most people skim headlines before deciding whether to read further, so your headline needs to be able to stand on its own as a piece of persuasion. Think about what would make you want to read an article and then use that same principle in your own headlines.

Be creative, be specific and make sure your headline promises something the article actually delivers. Your headline should be benefit-focused so that readers know what they stand to gain by reading your copy. It should also be clear and to the point so that people can quickly understand what your offer is.

2. An engaging body

Once you have grabbed people's attention with your headline, you need to keep them engaged with your body copy.

One way to keep the reader hooked is by having relatively short paragraphs, as this will make it easier for people to read and digest the information. You can also keep people engaged by using strong storytelling, which will make the article more enjoyable to read.

Body copy is also the perfect place to provide more details about what you are offering and why it is of benefit to the reader. In addition, the body copy should be well-written and free of errors. It should be concise, persuasive, and free of any grammar or spelling mistakes.

Ultimately, it's important to remember that the body copy is just as important as the headline when it comes to keeping people interested in an article.

3. Use persuasive words 

Persuasion is the key to selling. If you succeed to persuade your audience with your copy, you're golden. Persuasive words can be your best bet in writing direct response copy. These are words that evoke an emotional response in your reader and persuade them to take the desired action. They can be used to create a sense of urgency or to simply make your writing more compelling.

However, it's important to use persuasive carefully. Overusing them can make your writing seem contrived or insincere, and might turn your readers off.

Some examples of persuasive words include:

• Amazing
• Incredible
• Guaranteed
• You
• Exclusive
• Limited
• Sale
• Hurry
• Offer
• Deal

4. Use testimonials in your copy

A lot of businesses overlook the power of testimonials in direct response copywriting. Testimonials can be very useful in persuading potential customers to take action. They provide social proof that others have used your product or service and been happy with the results. Having testimonials can also support almost any claim made in your copy, and can be very persuasive. 

However, when using testimonials in your direct response copy, be sure to use them sparingly and only when they are truly relevant. Overusing testimonials can make your copy seem contrived and inauthentic. 

5. Leverage the FOMO technique

In today's age of social media, it's easy to feel like you're missing out on something (FOMO). And while FOMO can be a negative emotion, you can also use it to your advantage in direct response copywriting.

By tapping into people's fear of missing out, you can create a sense of urgency that will prompt them to take action. For example, if you're running a sale, you could use language like 'Don't miss out on this limited-time offer!' or ' Act now before it's too late!'

Of course, you don't want to come across as too sales-y or pushy. So be sure to strike the right balance between creating a sense of urgency and being respectful of your reader's time and attention.

6. A hard to ignore call-to-action

A great copy has an irresistible call to action. It's what compels the reader to take the next step, whether it's to buy a product, sign up for a service, or simply learn more about a topic. Without a strong call to action, even the best copy will fall flat.

A good copywriter knows how to write an irresistible call to action. By writing compelling, clear, and concise CTAs copywriters can tap into their reader's emotions and desires, and craft a message that speaks to them directly. They know how to make an offer that is hard to refuse, and how to convince people that they need what they're selling.

Here are some examples of good CTAs:

• Get your free download now!
• Here’s the secret method I used to double my revenue
• Join my email list and get exclusive access to…
• Buy now and get XX% off!
• Order today and get free shipping

In essence, the anatomy of a direct response copy is important to consider when trying to make a sale. By understanding what makes people respond, you can more effectively market to them and close the deal.

What are examples of ethical direct response copywriting?

As a marketer, you are constantly coming up with new ways to reach your target audience and get them to take action. But with all of the different marketing channels and tactics out there, it can be difficult to know what is considered ethical and what isn't.

One area that is often debated is direct response copywriting. While there is no definitive answer on what is considered ethical direct response copywriting, there are some general guidelines you can follow.

Here are a few examples of ethical direct response copywriting:

1. Be transparent about your intentions

When writing a direct response copy, be upfront about what you want the reader to do. If you are trying to sell something, say so. If you are trying to get the reader to sign up for a service, be clear about it.

As a copywriter, the last thing you want is to trick someone into taking action that they don't want to take. Be clear about your intentions and let the reader decide if they want to be a part of it.

2. Don't make false claims

It's important to be truthful and accurate in your claims. Making false claims will only hurt your credibility and could result in legal action. Always be sure to back up your claims with evidence and facts, and avoid making any exaggerated or unsubstantiated claims.

3. Don't use manipulative tactics

Some marketers try to use manipulative tactics to get the reader to take action. For example, they might use fear or guilt to get the reader to do what they want, and this is not only unethical but also ineffective. People can see through these tactics, and they will likely resent you for trying to manipulate them.

Instead, focus on writing clear, persuasive copy that will inspire people to take the desired action. Be honest, transparent, and ethical in your approach, and you'll be more likely to get the results you're looking for.

4. Respect your reader's time

When you're writing direct response copy, always keep your reader's time in mind. They're taking the time to read what you have to say, so make sure it's worth their while. Keep your copy to the point, and make sure every word counts. Don't waste their time with fluff or filler - and give them the information they need.

5. Provide value

Make sure to provide something of value to your audience. Whether it's a helpful tip, a freebie, or something else entirely, make sure that your readers feel like they're getting something out of your content.

People are bombarded with marketing messages every day, so if you want them to take notice of your offer, it needs to be valuable. If your free report is nothing more than a sales pitch, people will see right through it and won't bother to opt-in.

By following these guidelines, you can ensure that your direct response copywriting is ethical and effective.

Some examples of the best direct response ads of all time

In a world where nearly everything is a click away, it's easy to get lost in the shuffle of online ads. But every now and then, you will come across ads that will stick with you long after you've left the website or put down your phone.

Here are examples of direct response copy ads:

1. Chipotle

 

The Ad from Chipotle says that keeping things short is always better and s this what they did for their billboard ad. If you look closely, of the 16 words in their ad copy, only four are highlighted to show how Chipotle is better than any other food venue. It's one way you can be creative in writing your advertisement copy.

2. Nike

 

The above ad by Nike was one of the best pieces of copy I came across during the pandemic. The ad encourages people to remain inside and inspires them to become athletic by doing regular exercise from home. Plus, you are considered a team player by your ongoing habit of remaining home because you are not doing any damage to anyone.

3. Neuron Writer

 

Here is a copy from Neuronwriter. The tool helps with NLP and SEO optimization and the headline and content on its sales page provide a clear indication of that. The Ad copy successfully addresses the users and provides information about the benefits that come with its subscription.

4. Meatless Farm

 

The best innovative advertising copy isn't always inspiring or encouraging. Sometimes, to make it into that elite list, you just need to give people a brief laugh, like Meatless Farm. At first, the advertising copy hints at the swearing. Nevertheless, when it's given time, remember that the letter 'M' and “F” here stands for Meatless Farm. It's a witty way of adding humor to your advertisements.

5.Azure

 

The copy from Microsoft Azure is very straightforward. It offers a free account which is sort of a value and contains every benefit that a user can expect. It directly taps into the needs of the target audience and gives them a quick way to browse the features. 

6. ExpressVPN

 

The above ad is a clear indication of how ExpressVPN is using limited space to create maximum impact. If you look closely, the ad includes all the benefits the subscriber receives upon subscription such as privacy, security, and support. It also offers value to the readers by providing a 30-day free trial and respects their time by not being overly salesy.

7. Grammarly

 

I have always loved the above write-up from Grammarly. The copy is excellent, concise, and short. It talks about the benefits of using Grammarly, as well as how it can help the user in writing error-free content while keeping the information as limited as possible. 

How can you learn direct response copywriting?

If you're like most people, you probably think that copywriting is all about creativity. And to a certain extent, that's true. But there's another side to copywriting that's just as important, if not more so.

And that's the science of direct response.

Direct response copywriting is all about getting people to take a specific action, whether it's buying a product, signing up for a service, or clicking on a link. And the best way to do that is to understand how people think and what motivates them.

Here are a few things you can do to learn direct response copywriting:

1. Read copywriting books (especially direct response copywriting)

There are a lot of great copywriting books out there and many of them focus specifically on direct response. 

Some of our favorites include:

• 100 Great Copywriting Ideas (from leading companies around the world)
• Way Of The Wolf by Jordan Belfort
• Write to Sell - The Ultimate Guide to Great Copywriting
• Scientific Advertising by Claude C. Hopkins
• The Direct Mail Solution
• Sell Like Crazy by Sabri Subi

Take a look at the reviews of some popular books on direct response copywriting to get an idea of what others have found helpful. Also, look for books that focus on a specific aspect of copywriting, such as headlines, call to action, or email marketing.

By reading books on direct response copywriting, you'll be able to hone your skills and become a more powerful direct response copywriter.

2. Take a course

If you really want to get serious about learning direct response copywriting, you might want to consider taking a short course. There are several great courses available online, and many of them are very affordable. Enrolling in a course will also give you the opportunity to network with other copywriters and learn from their experience.

In addition, a course will usually include some sort of feedback mechanism, whether it's through one-on-one coaching or group critiques, which will help you refine your skills more quickly.

Following are some of the best direct response copywriting courses:

• AWAI's Copywriting Course: is a great way to improve your skills and learn from the best in the business. The course covers everything from the basics of copywriting to more advanced concepts. You'll learn how to write for different mediums, how to create persuasive copy, and how to get results for your clients. If you're serious about becoming a better copywriter, this course is a great investment. You'll get access to valuable resources, expert advice, and hands-on experience that will help you take your career to the next level.
• Copyhackers: The course is taught by experienced copywriters who know what it takes to write effective copy. It covers a wide range of topics, including how to write effective headlines, create compelling content, and keep the brand tone of voice consistent. 

3. Join a copywriting group

There is nothing like a group of like-minded individuals to keep you on track. By joining copywriting groups, you'll be able to learn their approach to writing a direct response copy. Additionally, being a part of a group will give you a support network of other copywriters. It is also a good way to stay motivated and focused on your writing goals. 

Joining a copywriting group can help you improve your skills and become more successful in your career. The best way to start interacting in copywriting groups is Reddit. The platform has some good subreddits related to copywriting and freelancing where you can learn a lot of things.

4. Get an internship

One of the best ways to learn direct response copywriting is to get an internship in the field. There are several direct response marketing firms out there, and many of them are always looking for talented copywriters. These internships can give you the opportunity to work with experienced copywriters and learn about the process of creating successful marketing materials.

Why should you hire direct response copywriters?

High-end direct response copywriting can be a great investment for businesses. By working with a professional copywriter, businesses can create highly effective marketing materials that can drive sales and help to grow the business.

As a business owner, you're always looking for ways to improve your bottom line. A professional direct response copywriter can help you increase your conversion rates, which means more sales and more money in your pocket.

Think about it this way...

If you're running an ad campaign and you're getting a 1% conversion rate, that means for every 100 people who see your ad, only one buys your product or signs up for your service.

Now, if you hire a direct response copywriter and your conversion rate goes up to 2%, that means for every 100 people who see your ad, two buy your product or sign up for your service.

That's a 100% increase in sales!

And it's not just about conversion rates. A good direct response copywriter can also help you improve your click-through rates, which means more people are seeing your ad in the first place.

Additionally, direct response copywriters understand the importance of testing different versions of copy to see what works best. They are constantly tweaking and improving their work so that you can get the best possible results from your investment.

Overall, hiring a direct response copywriter is a great way to improve your bottom line. It’s all about going from crumbling sales to a surge.

If you want to hire direct-response copywriters, you can contact us. We've a team of enthusiasts who can help you win the game of selling.