Six Direct Response Copywriting Tips (and Examples)

与潜在客户建立联系对于增加网站并推动销售转换的兴趣至关重要。

但这通常说起来容易做起来难 - 虽然许多网站所有者了解引人注目的内容的价值，但创建与访客共鸣的副本比看起来更复杂。

原因如下：关键字固定内容的日子已经过去了，只是为了提高SEO值。在成功的网站营销和销售活动方面，行动is the driving force.

但是，随着典型的消费者现在拥有和使用至少三个数字设备on average, the amount of time content has to make an impact is diminishing quickly.

To both boost up-front engagement and encourage immediate action, many businesses are leveraging a new approach: Direct response copywriting.

In this piece, we'll dive into direct response copywriting details, offer some actionable examples and provide six tips to help boost the benefits of direct response copywriting.

What is direct response copywriting?

直接响应文案全部有关现在. It's about inspiring consumers to action the moment they're done reading your copy.

结果，成功的直接响应内容创建者是高度重视（且薪水良好的）专业人员，因为他们能够为组织产生可观的投资回报率（ROI）。

他们通过将对目标市场的深入了解与大量写作技巧相结合，以创建副本，从而唤起读者的情感或逻辑反应，从而实现这一目标。

从理解关键痛点到突出即时需求或提供特定的解决方案，直接响应撰写作品正确地提供了熟悉和个性化，并结合了市场知识和权威，以创造一种信任感。

While your specific aim may vary, direct response copywriting typically focuses on actions such as:

• Purchasing an item or service
• 注册电子邮件新闻通讯或产品更新bob官网官方网站
• Downloading free resources such as e-guides or whitepapers
• Following brands on social media sites

Metrics are critical to ensure direct copywriting is having the desired effect. These may include total sales volumes, new email list sign-ups, the number of times resources are downloaded, or the uptick in total followers on social sites like Facebook, Instagram, or Twitter.

在创建直接响应文案时，企业有两个选择：内部或外包。

虽然内部内容的创建可能可以节省前期成本，但直接可交付成果的高度针对性的性质是陡峭的学习曲线 - 如果它们过于概括或无法在之间达到预期的效果，或者无法达到预期的效果权威和可及性。

Alternatively, while best-of-breed direct response copywriting services aren't cheap, they can often deliver ROI between 5X and 10X their initial cost.

Direct Response Copywriting Examples

那么，直接响应文案在实践中是什么样的？让我们分解一些例子。

1.嘶嘶作响

This banner is from Fizzle, which provides resources for entrepreneurs. It speaks to the fundamental nature of these self-starter businesses: Earning a living that isn't tied to traditional corporate or retail frameworks and that brings a sense of personal satisfaction.

The copy is short, targeted, and to-the-point and encourages immediate action to click-through and see what the company has to offer.

2. Dropbox

File service Dropbox has made significant enterprise in-roads by offering streamlined and secure collaboration.

在这里，他们的直接响应副本使他们的价值主张非常清楚：用户可以随时随地在任何地方进行任何合作。它说明了主要公司试图找到协作共同基础并提供Dropbox作为最简单解决方案的痛苦点。

3. MailChimp

此直接响应副本来自自动化平台MailChimp。它提供了以易于阅读的格式提供的四个关键好处，以及以下更深入​​的详细信息和链接。

For companies looking to improve customer connections, boost brand impact, or get more from their data, MailChimp's copy makes it clear they can help — and makes it easy for companies to take the first step.

Six Direct Response Copywriting Tips

Here's the hard truth: With customers now inundated by online advertisements across multiple platforms and devices, it's hard for content to stand out. As a result, companies need direct response copywriting that is immediately engaging and compelling — and that's no easy task.

以下是六个直接响应文案写作技巧，可以提高您的内部工作或帮助您评估潜在的副本提供商。

1. Know your market.

Understanding your target audience is key for any copywriting, but it's fundamental for direct response efforts.

内容强迫行动,读者需要的感觉like copywriters "get" them — that they understand their specific pain points, and can offer immediately applicable solutions.

这是迄今为止劳动密集型过程中最重要的一步，但值得付出努力。

2.开始强。

The first thing prospective customers see when they look at your copy? The headline. If it doesn't grab attention, chances are prospective purchasers won't read the rest of your content and you won't compel action. Headlines should reference the reader directly with "you" statements or questions — done well, headlines can stand on their own as effective actionable content.

Worth noting? If a great headline doesn't present itself immediately, try writing the rest of the copy first, since this may help you find the best first-line fit. It's also a good idea to walk away from your content for a few days after you're done — if it doesn't have the same impact when you look again, consider making changes.

3.应用AIDCA是可能的。

AIDCA stands for "attention, interest, conviction, desire and action." Ideally, you want all five in your copy. Start with an attention-grabbing headline, then drive interest with a compelling product or service hook.

If you're creating longer-form copy, conviction can take the form of a customer testimonial or review, but this isn't necessary for quick-hitter content.

Desire speaks to your value proposition — why would customers want your product or service? Action is your goal; make it clear what you're looking for and provide direct links.

4. Ask for action.

While your direct response copywriting content should always end with acall-to-action (CTA), it's also a good idea to reinforce this idea two or three times throughout your content.

最好的选择？始终以通话行动开始和结束，并在更长的副本的中间包含另一个可行的提及。

5. Prioritize the second person.

Effective direct response copywriting centers on the consumer, not the company. As a result, businesses are best-served by prioritizing the second person with "you" statements and questions that speak to readers directly.

While "I" and "we" statements might offer great insight about your company, its processes or its current accolades, these first-person pronouns won't encourage action.

Simply put? "You" is the fastest way to "yes".

6. Write fast, edit hard.

过度思考直接响应文案可以减慢过程并妨碍总体效率。为什么？因为这个动作驱动的框架需要本能和信息的独特组合来创建引人注目的内容。

相反,公司应该采取一个写快,编辑hard approach: Draft content quickly to establish key themes and pinpoint critical outcomes, then edit ruthlessly to eliminate extraneous words. Direct response copywriting isn't about literary loquaciousness — it's about crisp, clear, compelling content that connects with your target audience.

和……行动！

The ultimate goal of direct response copywriting? Connecting with your audience to drive immediate action. It's no easy task — but by knowing your market, starting strong, applying AIDCA, asking for action, prioritizing the second person, and editing with intention it's possible to create content that delivers reliable consumer response on-demand.