If there is one method almost every copywriter wants to master, that would be direct response copywriting. This method serves as the best tool to reach out and convince your audience in a point-blank, no holds barred approach.
Direct response copywriting isn’t new. It has been used by marketers for over a century already. Copywriting legends such as David Ogilvy are known to have helped shape this method. Indeed, the platforms have evolved, but its fundamental parts remain intact,
Direct response copywriting has four essential elements. These include:
The persuasive tone.
Unlike other forms of copywriting, this method has a pushy tone to it. You are telling more than just a story, but are delivering it with a voice that aims to convince your audience. Such a tone is required because you have a goal to achieve, and that is to make them do something for you.
For example, you are selling a pair of shoes. You can talk about the shoes’ features all day, but this won’t make your audience decide to buy them. On the other hand, if you talk about the benefits of the shoes and the positive results that your audience can get when using them, this would persuade them to buy a pair or more.
A voice that speaks the customer’s language.
In direct response copywriting, you also have to speak in the language of your customer. You use jargon that they understand, or words and scenarios that appeal to them immediately. These are necessary attributes because you have to put them in a bubble where they relate and engage with your sales pitch.
Being customer-centric does a lot of wonders for you as a copywriter, primarily when you pursue this method. By putting them at the centre of your sales copy, your readers feel special, wanted, and see that they are your top priority. This prompts them to respond positively to your call-to-action.
Scarcity and urgency.
The term “direct response” means more than just eliciting a reply from your audience. It also means that you want action from them at the soonest time possible. Hence, if you are to go through persuasive sales copy, you can see a pushy, hard-sell undertone that spells two things: scarcity and urgency.
Scarcity and urgency are vital in direct response copywriting because they help speed up a reader’s decision-making process. They are persuaded to act under time pressure; otherwise, they will miss out on the incredible benefits you are offering.
Lastly, you need a call-to-action on your sales copy. Every direct response copy has a call-to-action because this serves as the directive for your reader to follow. You may have convinced them about your product’s perks and features, but what should they do next?
If you are not clear with your call-to-action, then your readers will not move. So yes, tell them what to do, may it be to answer a survey, enter their email address, or click the “buy now” button.