What is Direct response copywriting (DRC)?
DRC is long-form copy that addresses the audience directly with the aim of sparking a response. Direct response copywriting prompts readers to take immediate action, such as purchasing a product or requesting a quote. It is incredibly high value, as it can directly convert readership into sales.
This contrasts with indirect copywriting where advertisers need to buy television, OOH or social media advertising space to get their brand into your head long-term. Indirect copywriting can effectively build your brand, but it’s often expensive and reaches deadweight customers outside your key demographics. Direct response is the gold standard, as it’s targeted towards your exact customer base.
Examples of direct response copywriting
Examples of direct response content include:
- Website copy
- Landing pages
- Email newsletters
- Magazine adverts
- PPC (e.g. AdWords)
What does a direct response copywriter do?
A direct response copywriter writes well, knows their product better and knows their audience best.
The godfather of modern advertising David Ogilvy said of copywriting:
- “Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone.”
Direct response copywriting is effective because it draws in the audience deeply. The writer understands the psychological tips and tricks such as benefits, features and value propositions, which make it clear to the customer you’re a reliable expert with a client-first attitude.
Five must-know tips for direct response copywriting
- Be personal
No, this doesn’t mean revealing what you had for breakfast, but you’re not a robot. Audiences want to feel that what they’re reading comes from an actual person – someone with expertise in their field and a desire to build a relationship with them.
For help writing in a personal manner, read our article here.
- Have a stunning headline
From “Got milk?” to “Rhonda and Ketut”, the headline is what readers remember for years to come. A stunning headline sells your piece. (For help with headlines, read our article.)
Headlines get a post reshared and are what initially attract potential clients to read your copy. However…
- Long-form content is king
Despite the importance of the headline, without content, you don’t convert readers. The longer the word count, the more time the audience engages with your product and company. What’s more, several studies have shown that long-form content is vital for Search Engine Optimisation (SEO).
The catch is that in our time-pressed world, any slip-up from one boring sentence or comma splice will send the audience elsewhere. For direct response copywriting that gets results, it’s critical to go to professionals like Proof Communications, who can hold a consistently high standard over thousands of words of B2B copy.
- Edit your work
- Culminate with a Call to Action
A call-to-action (CTA) is a marketing term referring to a sentence that urges your readers to take a specified action. Examples include offers to:
- register for an event
- download a helpful guide
- view another article
CTAs make your copy more persuasive, demonstrate your expertise and keep your readers on your website.
Direct response is one of the most challenging crafts of copywriting. But when it’s done well, it’s incredibly lucrative.