How Direct Response Copywriting Helps in Branding
Although direct mail content isn’t rocket science, many businesses miss the mark when they send their marketing mail to their audience. Without crafting the right kind of content, you could easily miss out on customer responses. Direct response copywriting is just one aspect of marketing, but it has a lot of power to lead you ahead or hold you back. What is direct response copywriting? How can you create content that inspires your audience to become buyers and faithful customers? Here’s what you need to know
Image Source: istockphoto.com/maxkabakov
What Is Direct Response Copywriting?
Direct response copywriting has the opposite mission of the advertising copywriting seen on television. TV ad copywriters want consumers to remember their product and hopefully make a purchase in the future, while direct mail copywriting focuses on the immediate moment. This style of writing aims to inspire the buyer to take immediate action, such as making a purchase, signing up for a newsletter, downloading a free product, or following you on social media, as soon as they’re finished reading. But how can you create a message that targets buyers? You must create copy that appeals to your readers’ emotions, addresses their worries, resolves their fears, or meets their immediate needs.
How Direct Response Copy Helps Business Target Buyers
1. Understands the Reader
An important reason why direct response copy is so effective is because it understands the reader. When copywriters create a message that goes out to a business’ target audience, it takes a personal approach. One of the primary goals of direct mail marketing is to make a personal connection with the target consumer and solve a problem they have. Here are some steps to help you learn more about your target audience:
- Look at your current customers and pinpoint similarities between them
- Observe your competitors to find out who they are targeting and why. Compare this audience to your own.
- Browse your social media channels to interact with your followers and customers, and make observations about how they interact with each other. (Ask yourself, do your customers prefer one platform over another? Do they respond better to image messages or written ones?)
2. Catchy Headline
Before you can catch a fish, you must send out the bait. The same works when you want your target audience to buy a product or service you are selling. Your headline is the bait. It needs to grab their attention, inspire curiosity for more, and spark their interest. Here are some tips for writing an effective headline:
- State how it benefits the customer or user
- Make it simple and direct
- It should sound exciting and provocative
- It should provide information
- It should make the reader seek out more information from you
3. Use Long-Form Style
The good news about direct mail is you can take your time. You don’t need to cram all of your information onto a tiny business card to get your prospect interested. In fact, more direct response copywriting is long-form because it is more persuasive. You need to give your reader enough information to convince them to take action, but be careful not to simply use up the space because you have it. Everything you write needs to be useful, informative, and persuasive to help your customer make a purchase.
4. Stay Customer-Focused
For you to get the results you want, your copywriting must stay relevant to the audience. Your message may lead to a benefit for you, but it is really about the customer. Talking about how great your business is won’t take you very far. Many well-meaning businesses make this mistake time and time again; making their copy about themselves, rather than the customer. Once you have a clear understanding of your target audience, direct your message towards them, using “you” to keep your focus clear.
5. Irresistible Call to Action (CTA)
Let’s say you spend all your time writing the perfect, catchy message for your reader. What’s next? Your call to action (CTA) is the next important step. Without this, your readers will never become customers because they won’t know how to respond to your message. Your CTA should convince your reader to act right away. It should empower them to realize they have the opportunity to make a decision that could change their situation. Ensure your CTA is actionable, concrete, and persuasive, and that you provide your contact information, social media, or web site to follow through.
6. Keep It Simple
When you write informative copy about your product or service, keep it as simple as possible. With too much technical language or jargon, you could go over their heads and risk them missing the point entirely. The more readable and understandable your copy is, the more people you can connect with. But find a balance; don’t speak to your audience like they are children, but don’t overcomplicate yourself, either. The following tips can help you keep your copywriting concise, effective, and to the point:
- Don’t over-explain concepts
- Present content that is trustworthy and well-researched
- Keep your stories clear and logical, not wordy
How Can We Help?
If you want to learn more about direct response copywriting, or where you can get targeted mailing lists to help you find your audience, a marketing agency can help you. While you focus on learning about your audience, developing good headlines, simplifying and directing your long-form content, keeping your copy customer-focused, and writing an irresistible CTA, your agent can help you set up your direct mail campaign.
With over 30 years of experience, Macromark has grown to become one of the leaders in the direct mail industry. We help our clients target consumers with precision through our comprehensive list offerings and work with clients on placing effective ads. We can help you stand out from your competitors and engage readers, to grow your customer base and inspire them to visit your store or web site.
If you are looking for a company to help lead your next direct mail marketing campaign, we’re the team you need. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
Latest posts by David Klein (see all)
- Remnant Ads Can Help Gain Exposure to Small Businesses - May 21, 2020
- Direct Mail 101 - May 12, 2020
- How Brands Can Advertise Wisely during the COVID-19 Pandemic - May 11, 2020