There are different types of copywriting that are vital to the success of many products on the market.
What Is Indirect Marketing?
One approach is known as indirect marketing or indirect copywriting, or branding, and it is designed to gently lap against the minds of consumers like the ebb and flow of the tide. It slowly works its way into the brain of your target market, keeping your product top of mind as they browse their way through the grocery store or surf the world wide web.
Indirect marketing has its place, especially when the product involved is intended to be a repeat purchase. For all those other products and services that might be occasional opportunities or rare treats, direct response copywriting can be a much more effective tool. It’s not always as elegant as indirect copywriting, but the success it creates can’t be ignored.
Using Direct Response Copywriting to Attract Customers
Everyone is familiar with the infomercial – the infomercial is just one type of advertising that utilizes direct response copywriting, even if those banished to late night television might be missing their intended markets.
In direct response copywriting, the goal is to craft a message that is just for the target demographic, be that single men between the ages of 25 and 35 or mothers of children under the age of 12. Instead of writing an ad that appeals to all people, as is often done in indirect copywriting, different marketing messages are made just for corresponding segments of the population.
Direct response copywriting has one other critical element: the demand for a direct response. Instead of simply crafting targeted ads and informing customers about products, direct response copywriting wants those customers to do something specific about the product right away.
Calls to Action and Emotional Connections
Two of the most important tools in the direct response copywriter’s arsenal are Calls to Action (CTAs) and using benefits to create emotional connections. Both are necessary for a really successful campaign, and here’s how:
Benefits, as opposed to features, explain to a customer exactly what the product will do to solve a problem they’re currently experiencing. A hair tonic doesn’t simply prevent eventual baldness, it stops hair from falling out right now; a car isn’t just new and luxurious, it shows a customer’s boss that they are a go-getter and thus deserving of a promotion. Features, on the other hand, are a list of things a product does with or without the customer; benefits show them how the product is going to help them right now.
Those benefits are a great way to connect to a customer emotionally. Instead of throwing a list of features at them, you’re subtly telling the viewer that your company understands their struggle with hair loss or how they feel about being overlooked at work yet again. Once you’ve found common ground and formed that emotional bond, your customer drops their guard and may be more receptive to your message.
CTAs are nothing like benefits and features, but they play as vital of a role in a marketing campaign. It may seem too simple to be possible, but many of your potential customers are calling the competition because they asked and you did not. This is one of the most important principles of marketing that even professionals overlook — if you do not give the customer something to do after your presentation, they often will not do anything at all.
A CTA does not have to be over the top, though it certainly seems that many direct response copywriters believe that it should. Instead of going completely gaudy, you can incorporate a tasteful request for a viewer to call, email or visit your website. They’ll appreciate the guidance, even if it is just subliminal, and you will start to see your ROI increase dramatically.
Utilizing a direct response copywriter to help get your message in front of the people who want to see it and are willing to follow through with the actions you suggest is the best way to improve your company’s bottom line right away. Unlike with indirect marketing, direct response marketing often pays for itself right away, provided you are taking advantage of its most important elements in every campaign: benefits and CTAs.