Are you struggling to create compelling and effective ads? Are your conversions dropping off after launch?
Let's talk about 3 psychological keys that make direct response copywriting an effective way for getting more conversions.
Before we get too far, first let's describe what direct response copywriting is - for those who are just starting out with copywriting -
What Is Direct Response Copywriting?
Direct response copywriting is a specific type of copywriting designed to get a reader to take a specific action. This could be anything from buying a product to signing up for a free trial.
It's often used in advertising and marketing, as it's a very effective way to get people to take action on your offer, and it can be used to generate leads, drive conversions, and make sales.
Similar to content writing, direct response copy needs to grab the attention of your intended audience. But, unlike content writing which is most often created to inform or entertain the reader, direct response copy also needs to persuasively sell your ideas and convince your reader to...
1. Want what you're selling
2. Take action to obtain it.
How Do You Write Effective Direct Response Copy?
For starters, it’s typically based on personalization, proof elements, scarcity, and a call-to-action (CTA).
Here are three psychological keys that can help you create irresistible direct response copy...
1. Be Personal
One of the most important aspects of direct response copywriting is making sure your message resonates with its intended audience.
To this end, employing market research into consumer behavior before writing your copy is essential for success. Understanding how different groups of people respond to certain words or phrases helps you write in a way that’s tailored specifically for each target group.
Additionally, tailoring stories based on customer profiles allows your target market to relate more closely to the narrative, which helps engage your reader even further. This helps give you maximum impact from every word written.
People are emotionally drawn to stories that involve themselves, or people like them. When you write copy that is personal, it engages the reader on an individual level which makes them want to learn more.
By weaving your story into the product or service you’re selling, you can create a connection with your audience and encourage them to take action.
Pro Tip: Remember, a good story has a beginning, middle, and end - just like any good book or movie. When writing copy that engages your audience, be sure to include enough scene-setting and setup so readers know what’s happening and why it matters.
2. Proof elements
When it comes to direct response copywriting, proof is paramount for any sales copy.
People are skeptical of anyone who tries to sell them something, especially online. That's because there are too many scammers out there selling the latest, greatest, bright shiny object.
If you want your sales page to have the best chance of getting high conversions the more proof you include with your copy, the higher conversions you will likely get.
Types of proof elements
Authority
The first principle is authority. This means using phrases and statements that sound authoritative and make the reader feel like they're in control of the situation. This can be done by using strong verbs, showing confidence in what you're saying, and making it sound as if you're speaking from experience.
Social Comparison
The second principle is social comparison. This means comparing what the reader is doing now with what others in their peer group are doing.
When a person sees others taking an action, and being satisfied with the result, they are more likely to feel confident taking the same action.
Social proof helps to reinforce your arguments and increase the likelihood of your reader taking action.
Testimonials from satisfied customers are a good form of social proof.
Show Examples
Nothing says proof like showing your reader actual proof.
Before and after pictures have been shown to sell more weight loss programs and products.
If you're selling a book or money making program, you can give them the first chapter, or a simple excercise, for free. This way they can see for themselves that your offer is valuable, and it can convince them to buy the rest of the book.
3. Scarcity
The third principle is scarcity. This means emphasizing the fact that something is limited or rare, which makes it more valuable and powerful. This can be done by making a claim of a limited number or limited time for your offer.
Using emotional language, or creating a sense of urgency, can get your readers to take action on your offer immediately.
4. Bonus tip: Hold their attention with killer visuals
Images can be powerful tools in persuasive writing. When used properly, they can grab hold of your reader’s attention and keep it focused on your offer. Whether it’s relying on photography or graphic design to illustrate your points, using visuals can help sell your ideas harder than ever before.
Direct response copywriting is based on understanding human psychology. The psychological elements above are designed to lead your reader to a final conclusion that they want what you're selling, and they must take action to obtain it.
Then your call to action (CTA) can put them over the top by telling your reader exactly how they can take action on your offer.
By understanding these principles, and by applying these keys, you can create engaging ads and sales copy that drive conversions.
In other words, you can write direct response copy that grabs people’s attention, gets them excited about your product or service, and converts them into customers.
Do you have any thoughts or questions about direct response copywriting? Chime in below.
