How to Get Direct Response Copywriting to Work for You

Photo credit by Peter Hershey

Photo credit by Peter Hershey


You’ve been running your business for a while now, and you’ve noticed that some copy gets more potential clients to take action, and some copy leaves your website so quiet that you can hear your analytics data flatlining.

The copy that gets a steady pulse and gets your potential clients converting is direct response copy. This post will look at strategies to make direct response copy work for you.

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(1) Make The Lead Evident

Be sure to state clearly what benefit will come from your product or service. This will work to turn heads and hold attention. You can do this by stating the problem you’ll solve, the benefit clients will get, and why your solution is better that others available to them.

(2) Use Concise Wording

Consumers won’t pay attention if you overpromise, so make sure to say what they can expect. Don’t use words like revolutionary, guaranteed, hurry up, or never seen before. Those phrases harken back to painful infomercials for products that are too good to be true. Instead use words like join, discover, instant, and opportunity. You will be able to deliver on the second set of words because they properly set expectations.

(3) Create Urgency

You can get potential clients to take action by limiting the time frame when an offer will be available. You can also make an offer seem exclusive by telling customers that only a limited number of opportunities are available. Just think of how many times you signed up for something because you didn’t want to miss out, and you’ll realize that this strategy works.

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(4) Have A Clear Goal

One reason why direct response copy gets response is because it has one clear objective that clients should meet. If you want clients to do two actions, then create two landing pages. This is why there is a positive correlation between the number of leads and the number of landing pages. For a more thorough explanation of this, see this article on Hubspot by Pamela Vaughn.

(5) Have A Strong “Call to Action”

A strong call to action, CTA, tells your potential clients what you want them to do. This is not a gentle nudge. It’s a push in the direction you want them to go. Sometimes this type of wording may seem pushy, and it is. But it works in converting clients, and is used by businesses of all sizes.

(6) Always Be Testing

Direct response copy will use short punchy lines to get people to take action and it does this because it works. Marketers know what works because they are always testing by first launching to a limited sample size two versions of copy while they hold everything else constant. The version of the copy that converts better is what they broadcast to the wider population. This is how they can be confident that the copy works.

Reference a resource for direct response copywriting

content strategyBryn Bonino3