Writing copy is one thing, but creating copy to boost lead generation is a whole other thing. A direct response copywriter can have a great impact on your conversion results. So how can they achieve these results?
Direct response copywriting focuses on enticing a direct and immediate response from the reader. It’s about inspiring the buyer to take action as soon as they finish reading.
Your lead-generating copy could be in the form of a Facebook ad, email, landing page, or social media post. The principles of direct response marketing remain relatively the same for all of these examples.
As David Ogilvy in his book Ogilvy on Advertising said, "When I write an advertisement, I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product.”
You see, the primary goal of direct response copywriting is conversion. It's to entice the reader to do some sort of action.
Conversion is particularly important when you want to boost lead generation. This applies if you’re generating leads for your own business, or your job is to generate leads for others. Either way, conversion is your game, and a direct response copywriter could become your biggest asset.
Here’s the thing. As a business or agency owner you have a lot on your plate. You might be good at writing copy that converts, but it’s hard to grow your business on your own.
Now, how can a direct response copywriter boost lead generation results?
Here are 5 ways a direct response copywriter can help you.
Simply put, copywriters concerned with conversion obsess with their market. They know their audience inside-out. Sounds basic, right?
However, many copywriters make this mistake. They let their ego stop them from knowing the pains and desires of their audience, or their client’s audience.
In his classic book Breakthrough Advertising, Eugene M. Schwartz wrote:
“Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product."
Direct response copywriting attempts to answer the following questions about the targeted audience:
What are their demographics? (Location, age, gender, education level, etc.)
What keeps them awake at night, staring at the ceiling?
What are their pains and challenges?
What’s their biggest fear?
What are they frustrated about?
What are their secret desires?
What language do they use?
What have they tried before to solve their pain points?
You see, well-rounded copywriters who understand conversion know that they are not their prospects. They know that "market is the only genius". This means they make an effort to research the market and understand their audience. They apply tools such as Google Analytics, SimilarWeb, AnswerThePublic, Reddit, and Quora for this purpose.
They do this to see the world from the prospect’s eyes, speak their language, and feel their pains.
Can you see how this approach can help you to boost lead generation and convert more prospects?
A buyer’s journey is the active process someone goes through when they're searching for a solution leading up to making a decision.
Typically, there are 3 stages of any buyer’s journey.
For example, think of the last time you bought a TV or another appliance. You might have started your search online by looking at what to look for when buying a new TV. You might have read a few blog posts and educated yourself on the topic.
After that, you might have visited a few stores and looked at different types of TVs. You began searching for a TV that matches your needs, budget, and specifications. Then you gathered more specific information about the TV you wanted. You made a list of models, sizes, specs, and brands you were considering.
Finally, you zoomed in on a specific TV and you compared different options in your short list. You examined the specs, prices, guarantees, and any other factors to pull the trigger. It took you maybe two months to buy your new TV from the moment you started your buyer’s journey.
The buyer’s journey varies depending on many factors, such as: your market and buyer’s persona. Rarely will someone buy something of value in a matter of hours or days.
That’s why your copywriting needs to target the stage where the prospect's at in the buyer’s journey. Different copy and calls-to-action need to be targeted to different stages to boost lead generation.
A direct response copywriter tailors their efforts for this delicate task. They understand the market, the buyer’s journey, and the power of one-on-one communication.
When it comes to direct response copywriting, it’s critical to note that the copy should be personal. What does that mean? It means that the communication should be “one-on-one”, not “one-to-many”.
Always remember that you are talking to one person, and not a bunch of people.
After all, your copy is being read by one person. An experienced copywriter will know that the more personal their message is, the more powerful it is. They know it’ll influence more people who connect with the persona that the copy is trying to reach.
They use a tool to create their audience persona. It’s a free tool offered by HubSpot called Make My Persona. Personas are fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns of your customers.
You may ask, "Why spend time crafting this?"
Let me describe it this way. Direct response copywriters treat their copy as if it’s a salesperson in the flesh. This salesperson is sitting with the client at their office or a coffee shop. The focus is all about the client’s needs, hopes, and desires. The goal is to bridge the gap between where the client is, and where they want to be. That’s how they think of their copy. It’s salesmanship in print.
This approach makes their copy more compelling, conversational, and effective. What’s the result? It will boost lead generation and convert better.
When it comes to direct response copywriting, there are 2 secrets to its success: testing and call-to-action (CTA).
Direct response copywriters test everything for improvement. They constantly try to "beat the control". They test headlines, sub-headlines, body of the copy, images, CTAs... you name it and they'll test it.
According to 2019 insights provided by Mark Irvine of WordStream, the average conversion rate for Facebook ads is 9.21%. That's across all industries.
Having access to a direct response copywriter can improve your specific industry conversion rate. This could hugely impact your lead generation results for you and your clients.
A direct response copywriter can also help to improve the number of clicks on your CTA. They use only one call-to-action in each copy, instead of multiple CTAs. They can have 2 or 3 CTAs inside the copy, but they limit it for a single action.
For example, let’s say you're running a Facebook ad that sends your prospect to a landing page. Copywriters won't include two different CTAs (one for joining a webinar and another for downloading a free report).
Now, when it comes to a CTA, a good copywriter will help you spice things up a little. Instead of "Click here" or "Subscribe" buttons, they will use more creative, enticing wording for your CTAs to boost lead generation.
We live in the world of Facebook and Google. That’s the reality. So if you want to scale your business using these platforms, you need to play by their rules.
Creating compliant copy is a headache for business and agency owners. Facebook and Google rules and policies change continuously. You find yourself playing catch-up all the time, and risking rejection and suspension of your ads.
According to Facebook advertising policies, there are a number of things you need to AVOID when writing scalable copy. A professional copywriter will be able to spare you the headache. They’ll know what topics to choose, words to select, and things to avoid.
For example, they will ensure that you don't make misleading or deceptive claims, or exaggerate guarantee claims.
Facebook ads are great if you want to scale and boost lead generation. A direct response copywriter can help you to do that, efficiently and effectively.
A professional direct response copywriter can help you boost lead generation in many ways:
Have a deeper knowledge of your market.
Know your audience persona and which stage they're at in the buyer's journey.
Craft effective CTAs and run continuous testing.
Write scalable copy that is compliant with Facebook and Google.
Are you interested in how you can benefit from using the services of Copywriters.com? Book a free strategy call to discuss your needs and see if this is a good fit.
Fadi is a freelance copywriter with over 20 years of experience in strategy and performance measurement. His focus is on helping business owners, digital marketing agencies and professionals grow their business and become scalable. Check out the 5-step copywriting system you can use to create high-converting copy, and generate great results for your clients. Fadi follows the same system.Hire Fadi