Do you know how to effectively write direct response copy in order to better communicate your value to potential clients? Writing, particularly sales writing, is one of the most challenging aspects of marketing. However, in today’s climate of websites and mobile marketing, you really have no choice but to get good, really good, at writing direct sales copy and emails to your clients.
David Ogilvy, the recognized master of direct response advertising, once said, “What you say in advertising is more important than how you say it.” These words that Ogilvy spoke in 1985, are just as true today as they were over 30 years ago. You don’t have to be the best writer in the world, to be good at writing direct marketing copy. Instead, it’s how well you stand behind your offering and how you express these beliefs to your prospects that really counts.
In order to write direct marketing materials, whether they are in the form of emails or print letters, you must understand a few principles of what makes this form of communication the best in the world. Here are some simple, yet effective, tips for direct response sales writing that will help you get a more positive response from your prospects.
Personalize your sales copy. The better you know your prospects, the easier it will be to address your sales letters, print postcards and emails to them on a personal level. Don’t be afraid to share a little bit about you as well. A personal touch, like adding the prospects’ names to the message, can go a long way.
Use the right medium. Your clients may respond to different forms of communication, so before you draft anything, be sure to examine how your prospects may best respond to your offer. Look at past results of direct response marketing campaigns as a clue.
Get to the point. People are on tight schedules these days and they don’t have a lot of time for frilly words and long paragraphs to read through. Instead, keep sentences short and get to the point in the first ten seconds of your copy.
Proofread your copy. Before you go sending out a massive postcard campaign or let a thousand emails go speeding out on the Web, take a moment to carefully proof your work. If you are not good at this, get a colleague to give it a read through to check for odd sounding sentences and grammar issues.
Ask for results. This is something that many people miss when writing direct sales copy. If you want a result, then you have to ask for it. Include an action statement at the bottom of your marketing materials. This could be “call now” or a “be sure to visit our website today”, which will give you a better response for your efforts.
Feel free to enjoy this historical video of David Ogilvy on the topic of direct marketing copy, and be inspired!