I’m a writer, I love the usage of words, the play of words and how words can affect people. Everyone has a gift, mine is words.
So when I went to a seminar and one of the speakers said that he had discovered one of the most powerful secrets behind making money it’s this. “Putting compelling words on paper.”
He said that after 30 years of business, that one skill of writing compelling words on paper that encourage people to buy is a money making skill.
This guy spent years crafting how to write effective words in his campaign so then whenever he sends out a letter, the phone would ring asking for orders. His email account would be filled with payments and he would make an insane amount of money.
One time I attended another one of his seminars and he parked his new convertible in front of the hotel, paid for by his writing.
I would always remember what he said. He said in the seminar “You are only one sales letter away from getting anything you want in life.”
I would eagerly listen and later discover that his skill was “Direct Response Marketing”.
It was then I decided to absorb books, courses and material that teaches me how to write like he does.
What Is Direct Response Marketing?
Direct Response Marketing is the way of writing words that encourage people to take action. You may have seen this in magazines while you’re waiting in line at the groceries.
“Lose Belly Fat in 30 Days!”, “21 Easy Businesses You Can Start From Home”, “How To Ignite Fire Back Into The Bedroom In 3 Easy Steps”
These powerful headlines grab attention and they make you pick up the magazine and eventually buy them.
How To Use Direct Response Marketing
This is obviously a huge topic to discuss and I can’t possibly cover it all in this article but I can list a few ways in which you can beef up your copy so it’s more effective.
When you’re writing your advertising copy, is it filled with words that trigger emotion? or is it dry with no substance. A friend of mine gave me her press release written by someone who didn’t understand Direct Response Marketing. She said it was lacking engagement and she wasn’t happy with it. So while I was reading it, I could see her point. The copy was written in such a technical way that you would easily skip it.
It lacked emotion and there was no connect to the reader. If you were reading it, you would feel like it’s an assignment written by a student the night before it was due.
I rewrote her copy and sent it to her. She was happy with the direct response copy and sent it to the PR agencies. If a CEO is convinced of your copy, then you’ve successfully persuaded a person who’s used to be pitched a million times per day and that’s no easy task.
When you’re writing your copy, is your writing flowing into each sentence? Does it jumble around? Your direct response copy must flow and make the reader continually process more words.
This is called the slide technique where each sentence is a link to the next sentence.
Call To Action
Now the heart of Direct Response Copywriting is to elicit action from the reader. Eventually all your copy has to bring the reader to the call to action button.
Even though the game has changed and many people are using video rather than sales letters, direct response copywriting still has it’s place in printed media. It still has it’s place in emails (I’ve used it to close thousands of dollars for my company) and it also has it’s place in even crafting letters that encourage your crush to go out with you on a date.
I believe direct response copywriting is one of the most powerful skills you can ever learn in business. Master it and use it wisely.
Stay Strong and Be Relentless.