Writer Evan offers clients Direct Response Copy.
Direct Response Copy - Skills
Writing Your Story
Step 1: Identify your message. Before sitting down to write, make sure you know what your message is and how you’ll use it to push the reader’s hot buttons. Ultimately, the goal is to guide the reader toward a pay-off…the purchase. That means tugging at all of the right emotions with your tact to elicit the appropriate response.
Step 2: Plan your entry. Consider the story you wish to tell and determine the most exciting part of it. The exciting part is where you’ll start your tale when you begin writing. In most cases, the middle of the story is where the action begins. If that’s the case, don’t hesitate to use that as your starting point. Then fill in just enough background to allow the reader to follow along.
Step 3. Lay out the story development. Don’t expect your story to develop on its own.
Know where it’s going to end and take the time to plan how you’ll get there. Identify
obstacles and how you’ll overcome them. Determine the motivators and inspiration that the reader can relate to – and how you’ll use them to give your prospect a reason to care.
The beginning. When writing a story, this is where you grab the reader’s attention and pull
him into the tale. It is where you introduce the challenge, identify the promise, arouse
curiosity, or create the urgency. Hit hard and quick. Start at the most exciting part of your
The middle. Tackle the challenge the hero (usually your reader) must overcome. Write in a strong, clear voice, and identify the obstacles that get in the way as the story unfolds. Build drama and use conflict to drive key points home for the reader. Don’t let your story wander. Instead, create motion and energy by guiding the prospect smoothly toward the pay-off…the resolution of the conflict.
The end. Here comes the pay-off! This is the climax of the drama…a solution is at hand! The pace quickens as you lead your reader toward the call to action.
- How is each sentence constructed?
- Where do the paragraphs break?
- What kinds of words are used?
- Where are the “rules of grammar” broken (intentionally)?
- What kinds of images does it bring to mind?
- What sections are emphasized? Why do you think they’re
- What happens in the P.S.?
- Understanding why every word was chosen.
- What thoughts are used?
- What emotions are evoked?
- Way the letter is structured.
- How it keeps you interested.
- How it develops its argument and persuades you to “buy NOW.”
Product Sale Success:
- Call to Action.
- Features and Benefits.
- Sense of urgency.
- One time offer.
Direct Response Copy - Pricing
Radio Direct-Response Commercial
Generate orders with an appealing direct-sale spot.
Direct Mail: Sales Letter Package
Letter, envelope, order device for subscription/information/
product promo, backend promotion, acquisition list.
Direct Mail: Lead-Generation Package
Usually includes a letter, envelope, order device, buckslip
for the offer.
Direct Mail: Renewal Series
Renewal letter/blanket renewal insert to retain or upgrade
subscribers, members, product buyers
Direct Mail: Magalog
This multi-page sales letter is presented in the form of a
magazine or tabloid.
Direct Mail Newsletter-Style Self-Mailer
Grow leads, sales, registrants, etc. with an engaging piece.
Direct Mail: Postcard or Double Postcard
Stay in the “keep” pile of mail and prompt action.