Copywriting Strategy: What is Direct Response Copy?
How do you intend to write the copy of your company’s website? Are you contracting a copywriter, or are you doing it yourself? Whatever you have in mind, there are a few observations you should note before you get started with your copy strategy. For example, do you know the difference between fluffy copywriting and direct responsive copy? Do you know how to write a user-centric copy?
The main key on a direct responsive copy is to inform the reader, as soon as they arrive on your website, what you are all about. The headlines are the first place that will catch their attention. That means that your work starts from there. You need to make sure that people will understand what the product or article is about, just by reading headlines and summary information.
For example, if you are writing about a new camera, it is important to specify the key features this camera offers to the client. You can write something along these lines: “Introducing our new improved camera that will capture great pictures, even at night when you have no lights on!” This sounds much better than: “Introducing our new GTB Double Flash standard and revisited Camera! Click here to know more!”
You can see that the key information must be simple and direct and without fancy words. It is important to use the right words that will explain what your clients will have from the product that you are offering. A few more characteristics of direct responsive copy are:
Headlines that show exactly what the text, service, or product is about.
Subheads that summarize what the benefits of the products are if the reader doesn’t want to or doesn’t have the time to read the full article.
Keep focused on how to show the reader how they will take advantage of the product. (What is in it for me?)
Use videos, pictures, and testimonials that will show exactly what the service or product is about.
Tell stories and keep the reader engaged with the continuation of it.
Use simple and plain language that sounds more like a conversation than a sales pitch.
Write copy that evokes the emotions of the reader, will trigger their imagination, make them feel the benefits, and bring them happiness.
Calls-To-Action that tell the reader what do.
Let’s say that a company sells healthy meals in the supermarket. They want to make sure they are marketing in the right way. They will talk to conscious people who care about their diet and learn about positive alimentary habits. If they care to write a direct responsive copy, they will need to not only provide testimonials of people that tried their products, but also show why they are the best company available. They can list their features in this way:
Headline: “Special meals that give more energy for those who have a very active life, practice sports, or want to lose weight without losing the passion for tasty food.”
Summary: “Your satisfaction is more complete when you combine the pleasure of tasting the best food and knowing that it is good for your system. Delicious meals that make the difference in your life, help you lose weight, and save money.”
As you can see, it is all about being direct when specifying what the consumer will get from it. Many companies try to specify technically what the company is about, but nowadays, the more you focus your message on the client, the better.