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Sharing is caring. Copywriting for customers takes two approaches: direct or indirect. With TV shows like “Mad Men” and experience with television and magazine ads that attempt to be clever (and border on vague and confusing as to what is even for sale), most of us are familiar with the indirect response approach.

This is the where you build your brand and product familiarity and hope that customers remember your product when in a store or when faced with an opportunity to purchase. Direct response copywriting is different. It is meant to take the customer directly to a buying decision right then and there. It triggers powerful emotions in customers and it is easily testable, while indirect response copywriting is much less so. You will know precisely whether people are responding to a specific piece of direct response copy or not. Keep in mind that direct response marketing is not the same as. Content marketing provides information.

Direct response marketing leads to a call-to-action and, when, has the ability to convert customers on the spot. Let’s take a look at some examples, both from the past (mail) and today (landing pages and email).

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Bill Jayme And The Bathroom Door In the 20th century, Bill Jayme’s direct response (via mail) copywriting was second to none. He was the king of the direct response mailed letter with to write their letter. One of his better-known examples was something he wrote to help launch the magazine Psychology Today. Jayme also wrote the copy for the envelope, and for this particular piece, he posed a provocative headline: From Mike Capuzzi’s blog post on. The envelope needed to be opened, just like your marketing emails need to be opened, and the copy had to make that happen. Jayme wrote a headline that piqued curiosity, and then combined it with a free take-it-now psychological test and another free offer.

Whether a person answered. Yes or no to the question was irrelevant. Bild Plus Keygenguru. The Island By Athol Fugard Pdf Printer. Jayme was successful with his direct response copywriting because he took an unorthodox approach. He started all of his letters with “.” He was witty. Whatever approach he took, he relied heavily on empathy, focusing on not who the reader was, but what she wanted.

And his direct response copywriting helped launch and promote multiple magazines (e.g. Business Week, Smithsonian, Esquire) when other methods simply would not have worked. Two Possible Worlds In Real Estate Direct response copywriting often contrasts two possible “worlds” and prods the customer to choose the better one. From the website. This letter was mailed to 1000 unfiltered recipients and got a 3% response rate. That’s pretty good, particularly, as, the item for sale is information and the price point is $599.

The direct response copy approach to this successful mailing is to create doubts about a long-held belief (ownership of single family homes), suggesting that there is a better way to approach your real estate investment. By the time the actual suggestion of investing in apartment houses is made (and not until page 3), the reader is dying to know what the solution to the problem is. And, even then, the terminology is carefully constructed.