Direct response copy is an aggressive advertising technique that aims to elicit an immediate response from the recipient, often leading to an action such as a cash donation or a visit to a website. It uses attention-grabbing tactics and a commanding voice to generate a sense of need in potential clients. Effective direct response copy includes an easily memorized command to perform a reasonable action and can generate significant leads for the advertiser.
There are several persuasive techniques used in advertising copywriting, but one of the more 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 main thing is to generate a sense of need in a potential client or client. Once the commercial is over or the ad has been read, the next logical step is to take some kind of action.
Professional writers who specialize in this technique have a good understanding of human psychology. A television or radio commercial using direct response copy almost always starts with an attention factor. A siren can play in the background, for example, or the voice-over volume will be noticeably louder than the normal program. Advertisers only have 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 voice to present the product or service directly to the listener.
Direct response copy differs significantly from the standard informational copy used by many companies for advertising. A standard advertisement for a furniture company might read “Welcome to Smith Brothers Furniture. We have been serving Anytown, USA for over 50 years, and we invite you to come and take a look at our sofas, beds and dressers. While this type of copy might help introduce the furniture store to newcomers, many listeners might dismiss it.
A script using direct response copy for the same company would look like this: “Smith Brothers furniture won’t work next month and WE NEED YOUR HELP! Call the number on the screen to find out more about our sacrifice prices! Doors close forever, so call that number today! ”
The key to effective direct response copying is an easily memorized command to perform a reasonable action. Charitable organizations often use this technique to solicit immediate donations, for example. Evocative photographs of suffering children can appeal to the potential donor’s emotions, while the narrator reminds him of the immediacy of need. Contact information is usually repeated several times, which is standard practice. An effective direct response ad can generate a significant amount of leads for the advertiser, which puts professional copywriters in a position to produce quality scripts that are in high demand.
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