Top Direct Response Copywriting Tips
Direct response copywriting is everywhere we look; we see it in magazines, newspapers, online – so much online! Direct response copywriting takes several different forms. Historically, direct response has been thought of as being a print medium using direct mail and direct response ads using leaflets, postcards, and newspaper/magazine ads. These days email marketing, Facebook ads and blog posts are all part of the ‘new’ direct marketing. Within this article today on direct response copywriting, we will take a very brief overview of the structure of a typical direct response piece and share some pointers about where to get more information about creating your own direct response work or commissioning a professional copywriter to do it for you.
Whether you want to write your own direct response pieces or hire a professional direct response copywriter like me if you want to get the best from your direct response campaigns you should take the time to learn something about direct response writing. Learning from one of the masters, Bob Bly, by reading some of his training books or buying one of his courses will be time profitably spent. Bob has worked in many areas of copywriting, but direct response marketing is, to this day, his specialty.
There’s no shortage of people who offer their services as direct response copywriters. Many companies employ direct response copywriters and their work is everywhere. Almost every conceivable market niche uses direct response marketing whether using printed media or online forms. This means that your campaigns need to be professionally planned and implemented or your efforts will not be noticed.
Four Secrets of Successful Direct Response Copywriting
Write to your audience: When you are doing direct response copywriting, make sure you write to your prospects the same way that you would write to a friend. Your writing needs to be somewhat formal and yet informal, using a conversational tone. Don’t try to constrain your writing to any particular length but write until you have told your reader what you need to tell them. That said after you have written your piece go through it afterward and remove unnecessary words and phrases.
Direct response writing is a complex field with a long history of research and development and, out of the many years of study and analysis, there are formulae and structures that have been found to be successful at gaining a positive response from readers. Don’t try to reinvent the wheel but, rather, follow what great copywriters such as Bob Bly, Dan Kennedy, and others have done before. You can get a lot of guidance from their books and training. Follow the guidance of experts who have learned to wring the best responses from readers from a lifetime of practice.
Structure of a Direct Response Sales Letter
Most direct response sales letters will consist of three identifiable elements – ignore them at your cost!
The headline is the part of the message that will receive the most attention from your readers. If you do not succeed in getting your readers’ attention here, then every other word on the page will have been a waste of time to write.
Grab the attention of your prospects immediately. If you do not succeed in interesting your reader’s interest, then they are unlikely to read any further! Your work will be seen as just another piece of junk mail to be discarded!
The second most important part of the letter is the postscript. This is where you will be giving an incentive for someone to respond immediately to what you have to offer. This is your opportunity to get the reader who is scanning the page to step back to the top and start reading the main part of the letter. For the reader who has already read the body of your message here is your last chance to give the reader a reason and the confidence to take the action that you want them to take.
Although it might seem counter-intuitive, your offer is often the last part of the piece to be read – after the postscript. With the offer, you want to make sure that you explain in detail what your prospect will receive when they take you up on your offer. Here you need to show that you understand the reader’s needs and fears and show how your offer can make the pain in his life go away. This part of your message is where you build trust with the reader so that they can understand that you are trustworthy and worth doing business with.
This brief article is only a very brief introduction to this vital field. Never forget that the key to direct response copywriting is to get the prospect reading the words you write to respond right away to the offer you are making.
Good copywriting is created by following the formulae already established over the years. The same ideas apply to print or online media and, even to video. When you, or the copywriter you hire concentrate upon the three main components of the sales message: the headline, the offer, and the postscript, you will be able to get a good response rate and, hopefully, good profits.
Good direct response copywriting can be a very effective way to get great sales for your business just so long as you do it correctly so be sure to take the time to learn more about the topic. You can find out more about professional copywriting elsewhere on this site, check out some great training offers or even hire Andrew Wilson to create your next direct response campaign. Whatever you do though, do it sooner rather than later so that you can increase your sales right away.