What is Direct Response Copywriting?

Direct response copy has one overriding objective: to persuade the target audience to read what we have to say - and then to take action as a result, right then and there.

The response required by advertisers depends on where direct marketing fits into their overall marketing framework, as well as variables such as the nature and price point of the product or service on offer.

Some advertisers want their readers to make an on-the-spot buying decision, using a freepost coupon, freephone number or web site URL as the purchase mechanism. Other advertisers offer to send information packs to appropriately qualified prospects responding by freephone, web site or freepost coupon. Then they follow up these hot prospects by telephone, post or sales visit.

The measurable response element in direct response advertising is what makes direct response copywriting such a rare skill, when done well. Because it's far harder than it appears to convince people to take the required action - in significant numbers, that is… Particularly when it's their money you're after.

So it's not uncommon for one piece of copywriting to exceed another writer's efforts by 65%, 100% - even 200%. So you end up with twice or three times as many sales or sales leads.

The result: higher revenues - and a significant boost to bottom-line profitability.

You'll find two examples of such copywriting from MortonGregory here and here.