Direct response copy is an aggressive advertising technique that aims to elicit an immediate reaction from the recipient, often leading to an immediate action. It uses vivid language and a commanding voice to present the product or service directly to the listener, and is designed to generate a sense of demand in a potential client or customer. The key to effective direct response copy is an easily remembered command to take a reasonable action.
There are a number of different persuasive techniques used in advertising copywriting, but one of the most aggressive techniques is called direct response copy. This technique is designed to elicit an immediate reaction from the recipient, often leading to an immediate action such as a cash donation, a phone call, or a visit to a specific website. The important thing is to generate a sense of demand in a potential client or client. Once the commercial ends or the ad is read, the next logical step is to take some sort of action.
Professional writers specializing in this technique have a good understanding of human psychology. A television or radio commercial using direct response copy almost always starts with a gimmick. A siren may sound in the background, for example, or the voiceover volume will be noticeably louder than the normal program. Advertisers only have a few seconds to generate interest, so it’s important to grab your audience’s attention early on. Copywriters often use vivid language and a commanding “second person to you” voice to present the product or service directly to the listener.
Direct response copy differs significantly from the standard informational copy that many companies use for advertising. A standard ad for a furniture company might read “Welcome to Smith Brothers Furniture. We’ve been serving Anytown, USA for over 50 years and invite you to check out our sofas, beds and dressers. ” While this type of copy can help introduce the furniture store to beginners, many listeners may discount it.
A script using direct response copy for the same company would sound like this: “Smith Brothers furniture is running out of furniture next month and WE NEED YOUR HELP! Call the number on the screen to find out about our sacrifice pricing! The doors are closing forever, so call this number today!
The key to effective direct response copy is an easily remembered command to take a reasonable action. Charitable organizations often use this technique to solicit immediate donations, for example. Evocative photographs of suffering children may appeal to the potential donor’s emotions, as the narrator reminds him of the immediacy of the need. Contact information is often repeated multiple times, which is standard practice. An effective direct response ad can generate a significant amount of leads for the advertiser, which puts professional copywriters capable of producing quality scripts in high demand.
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