Direct Response Marketing and Copywriting

Direct Response Marketing & Copywriting

One Word

"Health Products Company Increases Sales by 3,647%
by Changing One Word in Their Sales Copy"

Makes you wonder, doesn't it? Who are they, and what one word created such phenomenal results?

This is the power of direct response marketing and copywriting.

We grab their attention with the headline. Move them to the subhead, and immediately interest them in the body of the copy. Joe Sugarman, famous for his Blue Blocker sunglasses advertisements, says this:
"The purpose of the headline is to get them to read the subhead. The purpose of the subhead is to get them to read the first sentence of body copy. The purpose of the first sentence is to get them to read the second sentence... and on it goes."

Perhaps the ultimate complement is to receive hate mail that says, "You made me waste 30 minutes of my valuable time reading your magazine, and I wasn't even remotely interested in your product."

You can be that lucky...

Sales Letters

Direct Response Sales Letters

A direct response sales letter is written as if you are having a personal Direct Response Copywriting correspondence with one person. He or she is your friend, your colleague, or someone who shares your concerns, hopes and dreams.

These letters are sent on plain paper and can be anywhere from one to a dozen pages in length. The purpose of a direct response sales letter is simple: to be read.

This thought is contrary to popular belief - that a sales letter's purpose is to create a sale. No sale will occur if the letter isn't read. So, your first order of business is to make the letter interesting enough to read all the way through.

Then, you make your invitation or offer so easy and compelling that they run to their computer or phone to sign up.

If you can entertain, inform or educate your reader with copy that strikes an emotional nerve, they feel indebted to you.... he opens the door for you, so you open the next door for him.

You'll excite, anger, or entice your reader into action by discussing a common enemy or mentioning all the "successful" or "beautiful" people who endorse your product.

Obviously, there's a lot that goes into a direct response sales letter, which is why we take so much time to get it right. Remember... if they don't read it, they won't buy.

Magalogs & Advertorials

Direct Response Magalogs and Advertorials

The Magalog is a fairly recent phenomena, but it follows the same principles of successful advertorials.

Here's the headline and lead from Joe Karbo's advertorial that sold more than 3 million books:

The Lazy Man's Way to Riches

"Most People Are Too Busy Earning a Living to Make Any Money"

I used to work hard. The 18-hour days. The 7-day weeks.
But I didn't start making big money until I did less - a lot less.

Compelling, isn't it? You feel like he's talking directly to you - and he is!

The advertorial reads like an article, but is in reality an advertisement for a product or service.

Similarly, the Magalog reads like a magazine, complete with helpful advice, tips and information. If done well, you'd think you were reading an issue of 'O' Magazine (Oprah). The information inside is valuable and interesting, and you order the product because you trust the company.

And, yes, the Magalog can be successfully adapted to the Internet. Just keep them reading.

Post Cards

Direct Response Post Cards and Other Mailings

There's not much to read with a post card. They simply take the action you request... receive a free special report; win a free vacation; or get a free sample of a product with no obligation.

Bottom line: if there's no clear benefit to the post card recipient, the post card gets tossed.

Press Releases

The best press releases are relevant, interesting, and news-worthy. The best way to know if your press release will be picked up and broadcast by the media is to imagine your press release in the newspaper... front page, headline story.

Would you read it? Is it controversial, relevant, or important in some way?

Media folks are hungry for news. Be outrageous and connect your press release to current events.

Today, there are many online services that will cast your press release far and wide. Unfortunately, this has become so prevalent that it is considered much like spam. It's best to target your press release to a specific audience.

The press release is still an effective way to get the word out, and to create strong relevant links back to your web site.

Portfolio Samples

Direct Response Marketing & Copywriting Samples (click to enlarge):