The Emotional Direct Response Copywriting, o emotional wording for direct responseshas a clear objective: to sell. Whether it's a short 5-line email, a Facebook post or a lengthy sales letter, every message must drive the reader to take action.
As a copywriter, you must become a "salesperson behind a computer," not just a writer. While it is important to develop solid writing skills, your primary focus will always be to persuade and sell, not simply entertain or accumulate "likes" and followers on social media.
What really matters is to capture the attention of people willing to share their email in exchange for something valuable. Only then will you have a chance to sell them something later on.
Sometimes, posting "cool" images, jokes or stories can generate a lot of "likes" and even some sales. However, you shouldn't rely exclusively on those kinds of uncertain results. If you are looking to reach a wide audience, you can use few but impactful words in a title, accompanied by a spectacular image that will attract everyone's attention.
Remember, the Emotional Direct Response Copywriting allows you to build strong relationships with your audience and guide them to action. Don't settle for "maybe", seek to ensure concrete and lasting results.
But will this result in more sales?
Probably not. Ask yourself if you would sell that way in person. Would you walk into a meeting with a customer, hold up a sign with a few words and walk out? Of course not. How could you expect that customer to place an order with so little information? So why would anyone expect a reader to place an order on the same basis? The reader needs to see much more than a pretty picture with a few words before they buy.
She needs a salesperson who can calm her fears, overcome all her objections and show her how wonderful her life will be when she buys whatever it is you're selling.
How do you do this as a copywriter?
You use exactly the same unchanging human psychology as all great salespeople. The secrets to selling anything, good or bad, are build trust, weaving a credible story, justify the expense and help meet a need your client's pressing needs. Ehis pressing need is what overcomes the natural resistance we all have to spending money, especially when we are asked to spend money on something we can't hold in our hands.
