I decided to shed some light on the practice of writing to sell directly: direct response copy (if it exists) must be handled with care.
What is Direct Response Copywriting?
Direct response copywriting is the work of writing to sell. In no uncertain terms, directly, like punching someone in the face.
Ok, I overdid it.
Direct response copywriting involves the use of a series of persuasive writing techniques that impact the reader's psychology and guide them towards action.
The main goal of this particular copywriting buy phone number list technique is close to the hearts of all entrepreneurs: to sell . In practice, the direct response copywriter will have as his only goal to obtain an “immediate” response from the reader as soon as the latter has finished reading.
The goal of direct response copywriting is to convince the user to take action immediately after reading the advertising message.
Direct response copywriting basic outline of the communication and sales process Easy Web Marketing Nicola Onida SEO copywrtiter
Direct Response Copywriting and Marketing
Imagine you are a salesperson: you have your beautiful product, you talk face to face with one, maybe two customers at a time, you answer their questions directly, you handle objections on the spot. Effective, yes, but terribly limited in terms of reach – unless you have the gift of ubiquity.
Direct response copywriting has been a real game changer in the world of promotion and advertising.
Its advantage lies precisely in its ability to reach thousands, if not millions of potential customers at the same time, without ever leaving the office or the comfort of your couch. But there is a but. Unlike the eye-to-eye salesperson, the copywriter does not capture the customer's reactions in real time. He cannot change the shot while speaking, no. He must anticipate with the writing, he must foresee scenarios, hypothesize reactions.
Direct response copy contains ready-made answers for every possible question, objections handled before they even come to the customer's mind . Many years ago, this type of copywriting was applied to paper sales letters or newspaper ads, with a coupon to cut out or a number to call to complete the purchase.
What's happening today for direct response copywriting?
It all happens in the magical digital world : with one click, worlds open up that only direct response copy can take you to.
In this sense, the other advantage of direct response copywriting is the measurability of results . If once it was difficult to understand what results a sales campaign had generated, today, thanks to digital tools, we can measure practically everything.
That’s the power of direct response copywriting: a bridge between marketing’s past and its digital future. At least in direct selling. Because it’s always good to keep a close eye on how your copy is resonating with people.
Are persuasive copywriting and direct response copywriting the same thing?
Not exactly.
Some say that persuasive copywriting is a particular writing technique focused on creating texts, sentences, titles and content that attract the reader's attention. As you can imagine, this type of writing is mainly used in the commercial field. Both online and offline.
Persuasive copywriting seeks to appeal to people's emotions in order to make a product or service more attractive to them.
Don’t think of persuasive writing as a means of forcing a sale.
Persuasive copywriting – and any type of direct response writing – has nothing to do with online scams, commercial deception, or deception situations . The copywriter states in the simplest way the benefits of a good or service.
Writing to persuade simply means highlighting the benefits of a product or service, presenting it in a detailed, clear manner, and outlining the areas of discussion in a basic manner.
This type of sales writing always has the customer as the only final interlocutor. The text is specifically aimed at solving a specific problem.
I recommend you read this article to avoid confusing Persuasion with Manipulation: The Swiss Army Knife by Annamaria Testa, a useful review
How Direct Response Copywriting Works
To convince the reader to take action, you need to try to satisfy an immediate need of your target consumers.
Direct response copywriting carries with it a large psychological and persuasive writing component.
In this video, Simon Sinek , a communications and leadership expert, explains how to communicate when you want to convince someone. This is exactly what direct response copywriting is all about.
Some say that good direct response copy works because it speaks to the heart of the brain.
But what does it really mean? Does our brain have a heart?
Indeed yes!
By leveraging specific, universally recognizable perceptual patterns , direct response language is perceived by the limbic and reptilian part of our brain (the innermost one). For this reason, direct response writing moves us to action more easily than any other communicative language.
