Most companies already understand that the purpose of direct response copywriting is to get their customers to take immediate action. In other words, direct response copywriting can be responsible for actually closing a prospect. However, the call-to-action must be compelling.
Far too many brands try to force-feed their customers something they don’t need. And that’s a problem that comes with direct response copywriting if it’s not done right. It’s crucial to find out who needs your product or service, and sell to that specific group of people.
Being authentic by targeting your ads to those whose needs align with your brand helps you build authentic relationships with your consumers.
The purpose of direct response copywriting might not be to build a relationship, but building a relationship surely can’t hurt.
There are ways to make your call-to-action more appealing when you present it to an audience that actually has a need for your product.
Most people don’t really trust the stereotypical salesman because their call-to-actions are too pushy. That’s why instead of forcing an ad campaign down a consumer's throat, a call-to-action could be approached from a lense of forming a genuine relationship with customers as opposed to just hard-selling to them.
How is this achieved?
It all comes down to conversational tone. Sure, it is incredibly easy to stay formal when you write, but if you really want to build a relationship with customers, your copywriters should stay conversational.
For instance, instead of “you can buy x today!” you might opt for something softer (like “we understand your concern, but fortunately, help has arrived”).
A piece of direct response copywriting can be written in one of two ways: short form or long form. So how do you choose between the two? Honestly, it depends on how long you think it will take to get your customers to take action.
For example, let's say I am trying to sell you a trendy $5 necklace on a fast fashion website. I think it's fair to say that it wouldn't take as much convincing to sell you on that $5 necklace as it would to sell you on a $5,000 necklace.
Consequently, if I were the copywriter trying to sell you the $5 necklace, I would write in short form which can range from a few words to a couple of paragraphs.
So, make sure that your copywriters are choosing the right form-length that corresponds to the product or service you’re looking to pitch.
Language is a complex tool, and harnessing such a tool oftentimes goes without credit. The English language, in particular, has a multiplicity of meanings and contexts which can sometimes be confusing to a reader. In order to maintain an easy-to-understand piece of copy, your copywriters should remember something: "Keep It Simple, Stupid."
Instead of using long and difficult wording, direct response copywriting should call for simple English. After all, the copywriter is trying to increase a customer base, not confuse it. Adding terminology only scholars could understand would just narrow down your potential audience, and list of potential buyers.
By picking the right words, especially in your call to action, you can keep your consumers engaged and make it easy for them to decide whether they want to act.
If we've decided word choice is important, in what way are those words used to inspire an action?
Word choice goes hand-in-hand with a sense of urgency. As a consumer, I tend to not buy stuff until the last possible minute. If I feel no pressure to buy something, I typically don't. That’s why a strategic call-to-action in a piece of direct response copywriting typically hints at a reason for urgency or timeliness.
If your product or service is only available for a limited time, make sure that’s part of your closing strategy.
It's difficult to place all of your faith in one person. They can lie, they can cheat, or they could be the best thing that happens to you. Regardless, copywriters avoid any commitment issues by gathering a handful of customer testimonials. You figure, if one customer has a positive experience with the product or service you're trying to sell, they should too.
Though it isn’t appropriate to place a bunch of testimonials in a call-to-action, it could still be useful to have one testimonial at the end of a piece of direct response copywriting.
If you hire a direct response copywriter, you’ll gain all of the previously mentioned tactics to use in your company’s sales copy. By utilizing these copywriting strategies, your prospects develop a general trust in your brand and product. If you gain trust from your consumers, your call-to-action stands out even more, and is the tipping point that makes the customer click on that "BUY” button.
Hire a copywriter today to improve your company's call-to-action and generate more sales.
Stephen Zhao is a copywriter, an editor, and is part of the Copywriters.com team. He has a background in sales and marketing.Hire Stephen