Ingrid Moyle
Ingrid Moyle Ingrid Moyle is the Chief Word Wizard at Heart Harmony Communications - a copywriting company based in Brisbane. She works with businesses around the world, helping them engage clients through their words, including with their online strategies and general marketing words. Some of Ingrid's clients include Australia's biggest companies, including Flight Centre, BP and a number of the top SEO companies in Australia. When not weaving word magic, Ingrid is mother to two surprisingly well-balanced teenagers and spends many hours trying to find the parallel universe where missing socks disappear.

Ingrid Moyle has written 54 article(s) for us.

Visit https://www.heartcomms.com.au/

Twitter: @ingridmoyle

Linked In: http://www.linkedin.com/in/ingridmoye

Facebook: HeartHarmony

Google+: http://plus.google.com/+IngridCliff/posts


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7 Tips for Creating Effective Direct Response Copy

October 10, 2012 | Ingrid Moyle

Direct response copy is a powerful and effective way to win business and create loyal clients. But how do you create it?

Here are seven tips to help you create compelling direct response copy.

  1. Keep it personal – Include the person’s name throughout the copy. If you don’t know the person’s first name, either find out or go for a title that identifies them: Dear Fellow Wine Enthusiast.
  2. Casual is good – Direct response copy is not the time to be formal with your writing. Keep it chatty and direct, just like the letters you used to get from your friends. And spend more time talking about the person reading the letter and their problems, rather than yourself.
  3. ┬áLose the jargon – You may know what your jargon means, but stay on the side of caution and cut the jargon out of your copy.
  4. ┬áTell a story – Stories are some of the most powerful psychological triggers known. Think back to stories read to you when you were a child; where you listened to in breathless anticipation. What stories can you include about your service or product?
  5. Prove it – You need to include proof about your goods and services to convince people to buy. Include testimonials, awards or other information to prove your claims. If you tell people you are great, it is not as powerful as “Mrs Mary Jones of Blackwood St, Mitchelton” saying you are great. And include loads of testimonials – pages of them are better than one or two lonely ones.
  6. Don’t waffle – Ensure there is a point to your copy and you get to it!
  7. Call to action – Make sure people know exactly what to do after reading your copy. Spell out the precise steps they need to follow to buy or order.

If you are not confident in your letter writing ability, then have a copywriter look over your letter and refine it for you before it is finalised.

  • Hi Ingrid,

    Direct response really is a different category, isn’t it? It has that power to talk directly to the person.

    I remember working with one particular client on some direct response material. I crafted a letter they loved; it ticked boxes for solving the audience’s problems; it was short and to the point.

    Imagine my horror when I saw the end result: despite getting every customer’s name (including honorific), and addressing it to “Mrs Jane Smith” on the envelope, the receptionist had addressed the actual letter to “To Who It May Concern”!
    Her reason for doing that? The envelope said it anyway… ! When I said it had lost credibility, she couldn’t see what all the fuss was about! (Neither was she “fussed” that “Who” should have been “Whom”. She didn’t even muck it up correctly!)