The term direct response copywriting – or even “copywriting” – is one of the most misunderstood concepts in marketing. What is it exactly?
It’s the combination of two very important elements…
1) Direct Response Marketing:
a type of marketing that elicits a specific, measured response resulting from a consumer’s direct response to a marketer.
art and science of writing copy (words used on direct mail, online ads, etc.) that sells your product or service and convinces prospective customers to take a specific action.
In other words…
direct response copywriting uses the art and science of writing words that sells your product or service and convinces prospective customers to take a specific “direct” response.
While writing itself is a fairly subjective subject, when it comes to copywriting there are some tell-tale signs of whether the copy is “good” or “bad.”
Key traits of the best direct response copywriters:
- strong track record of success in your niche
- they’re a great listener and WANT to understand the details of your project (not just rush through it)
- they research your competitors and current successes/failures BEFORE typing a single sentence
- seek to understand the entire marketing funnel and where the reader will be on their customer journey when they read the copy
- ability to adapt and write in whatever voice/tone is most relatable to the audience
Still confused? While not all situations are black and white, you can use the lists below to help you determine whether you need a highly specialized direct response copywriter, or a more affordable content writer for your project.
- Landing page
- Pitch deck
- Webinar script
- Social media ad
- Email launch campaign
- Blog post
- Information packet
- Client onboarding documents
- SEO content
- Product description
- Social media content
- Lead magnet
- Website content
- Case Studies
- Informational product
“Your job is not to write copy. Your job is to know your visitors, customers and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.” – Joanna Wiebe