What is Direct Response Copywriting? + Examples!
Direct response copywriting is any copy that has the goal of getting an immediate response from your customer. In other words, this kind of copywriting demands action. You can find it everywhere you find sales copy: on landing pages, in print ads, in email newsletters, or in PPC campaigns.
This form of copywriting is often associated with David Ogilvy, an advertising legend (he was listed as “the father of soft sell in advertising” in his New York Times obituary). He was a champion of using direct response in his iconic ads — most famously, for example, was this Rolls Royce ad, which sold out every Rolls Royce in the country and created an eighteen-month waiting list.
When it comes to copywriting, Ogilvy said, “Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.”
This is the intent of direct response copywriting — to address your customers directly and ask them to take action.
Direct vs. indirect copywriting
Most advertising falls under the category of indirect marketing. The goal for these ads is not to get the customer to make a purchase right away. Instead, the goal is to build brand awareness and establish a relationship with the customer. When it comes time to make a purchase, the customer will (ideally) recognize and trust the brand and choose their product or service.
On the other hand, direct response copy is much more specific. Customers are prompted to make a decision on the spot.
Donald Miller, author of Building a StoryBrand, explains how these two types of copywriting can work together by using transitional and direct calls to action. A transitional call to action (a free email course, samples, free trials, etc.) offers your customers a way to engage with your brand that doesn’t require as much commitment or risk as making a purchase. It gives you the opportunity to deepen the relationship with your customer before prompting them to make a decision. In his book, Miller compares the act of asking someone to buy your product to asking someone to marry you — you wouldn’t spring that question on a stranger! Transitional calls to action build the relationship with your customer so that you can use direct calls to action.
Does direct response copy work?
One of the reasons marketers like direct response copywriting is that it’s measurable. Unlike other forms of advertising, direct marketing has one tangible goal: get the audience to take a specified action. So if your customers don’t do that, you know your copy wasn’t successful.
Brand awareness, on the other hand, is an intangible goal that can be difficult to measure.
It is impossible to say whether direct response copy universally “works” because there is no one way to use it. Direct response copy is any set of words that invite your audience to take an action. That can be a long-form sales letter or a caption in a post on Instagram. The way to know if it works is to measure: did your audience take the action you wanted them to take?
It should be noted, however, that direct response copy is just one piece of the puzzle. For younger generations, it’s critical for brands to be present on social media and to produce visual content, especially videos. So if your direct response copy is part of a larger piece of content, it can be difficult to know whether you can attribute the success of a post to its copy or to other factors.
Examples of effective and ineffective direct response copywriting
Know your audience
When you know your customers, you can speak their language and resonate with their pain points. Your copy must demonstrate that you understand what life is like for them. If you understand their problems, you understand the solution — which is your product or service.
Good Example:
JetBlue: Understands their target audience is a low-budget traveler that still wants to enjoy an amazing experience.
Bad Example:
HSBC: In 2009, the bank famously attempted to carry its US tagline "Assume Nothing" into international markets – but the phrase translated to "Do Nothing" in many countries. Because HSBC didn’t know its target audience well, they literally weren’t able to speak their language.
Persuasion and emotional connection
Using persuasive, emotional writing is how you get a customer to follow through with an action. Connecting with your customer on an emotional level is more important than appealing to their rationality — for example, what do you think would work better: an ad listing out all the technical specifications of why their vacuum works the best or an ad that demonstrates empathy for their customers’ frustration with their current vacuum?
Good Example:
Ahrefs: This tagline appeals to everyone who might feel mystified or intimidated by SEO principles. By showing they understand what the customer is afraid of (“not being a pro”), as well as what they desire (“ranking higher and getting more traffic”), Ahrefs cues up a persuasive call to start a 7-day trial for $7.
Bad Example:
Pepsi: Making an emotional appeal to their customers with their infamous Kendall Jenner ad went terribly wrong. In the ad, Jenner gives a can of Pepsi as a peace offering to police during a protest. At a time when the political and social climate was particularly tense, Pepsi appeared tone-deaf, leading to outrage on social media and even boycotts of the product. This example demonstrates how critical it is to deeply understand your audience — otherwise, your emotional appeals will fall flat.
Urgency (why now?)
Direct response marketing often creates a sense of urgency to give customers a feeling that if they don’t act quickly, they risk missing out.
Good Example:
Amazon Prime Day: Amazon’s annual sale started in 2015 and in 2021, “Prime Day” was the biggest two-day period ever for Amazon’s third-party sellers. Because the sale only comes around once a year, customers and media outlets alike build the hype for the deals you don’t want to miss out on.
Bad Example:
Bed Bath & Beyond: When you overuse urgency tactics, it backfires. Bed Bath & Beyond is a store known for its coupons, and as such, customers don’t feel a sense of urgency when they learn there’s a 20% off sale at the store. Because customers know that there’s always going to be a sale, they know it’s not critical to act quickly.
Strong headlines
The first thing customers see is your headline — so it needs to grab attention and be memorable, or your customers won’t bother to read the rest of your copy.
Good Example
Hinge, a dating app, took a different approach to its branding, encouraging users to delete their app — but effectively creating a vision of the happy ending that people are using the dating app for. This headline was so effective that Hinge's app downloads increased by 45%.
Strong CTA
Because the entire purpose of direct response copy is to encourage the customer to take action, forgetting to include a clear a call to action at the end of your copy is probably the biggest mistake you can make with your copy. If it’s not clear what action customers are supposed to take, they’re not going to take it.
Good Example
Glossier: This makeup and skincare brand’s email pop-up is clever, uses its audience’s language, and most importantly, it’s clear that the direct response copy here is asking the customer to sign up for the email list.
Hiring a direct response copywriter
If you’re not seeing the results you’re hoping for from your direct response copy, then you need better copy.
Feeling stuck? Working with a professional can offer a clear outside perspective on your brand, save you time, and create the results you’re looking for. If you’re excited about connecting with your customers and growing your business to the next level, send us a message. We’d love to work together!
