Direct response copywriting tells a story, evokes emotion, and draws readers in. I write unique and relevant copy that is not only engaging, compelling, and focused but that inspires your readers to react and take action. Let me show you the difference between direct response copywriting and traditional copywriting.
As a traditional copywriter I might write your article containing multiple facts, possibly list your customer struggles, cite various solutions, and include benefits regarding you and your service. A naturopath seeking my services may request that I write an article targeting women struggling with menopause. A traditional copywritten article would read as follows:
Are You Struggling with Menopause?
Menopause is a biological process that takes place for approximately12 months after a woman’s last period. This generally happens to women between the ages of 45 and 52. Perimenopause is the transition a woman’s body goes through before menopause. Some doctors report that it can begin up to 10 years before menopause. Symptoms of both processes can include:
- Poor sleep
- Hot flashes
- Foggy brain
Many women in menopause struggle with these symptoms. Traditional doctors prescribe a variety of medications for each or all of these problems. Naturopaths take a different approach. Many women are now choosing a more holistic approach to their health and are seeking out naturopathic care. These women are tired of synthetic drugs and treating the symptoms rather that the problem.
Traditional doctors and naturopaths both have substantial medical training with different philosophies. To learn more about training differences, check out this article by the Association of Accepted Naturopathic Medical Colleges at: https://aanmc.org/resources/caomparing-nd-md-curricula.
In general, a naturopath will analyze the patient as a whole. Diet, exercise, and general lifestyle will all be included in the diagnosis. Based on those facts, along with the symptoms experienced by the patient, the naturopath will make recommendations. Those recommendations may include:
- Changes in diet
- Additional exercise
- Relaxation techniques
- Herbal remedies
- Castor oil pack treatments
- Detox treatments
- Other holistic practices
Seeing a naturopath is a healthy holistic way of dealing with the symptoms and underlying health problems experienced more severely during menopause and perimenopause.
As a direct response copywriter, I would include the same type of information but written in a completely different way. I will write you a story. I will reach out to your target audience, paint a picture for them, make them feel like they are the subject or they know and understand the subject, and then persuade them to take action. A direct response article would read as follows:
Are You Struggling with Menopause?
At 10:00 Sue was tired and decided to go to bed. She snuggled in under the covers and soon was warm and cozy. Sue quickly dropped off into a deep sleep. Only an hour later Sue awakened thrashing violently. Her body felt on fire. Sue threw off the sheets and covers and lay sweating on the bed. The room was 56 degrees, but she felt like she was lying next to or in a furnace. The battle between the sheets and blankets raged on until the early hours of the morning. It was a nightmare. One minute she was hot and the next she was cold. By morning, Sue was exhausted.
A Day with Sue
After showering, Sue looked around and couldn’t find her glasses. They were lying on the nightstand by the bed when she got up this morning. Frustrated, she wandered around the house looking for them. Giving up, Sue went into the kitchen to make breakfast. “Hah, there they are!” Her glasses were sitting next to the coffee maker. She must have taken them off when she prepped the coffee machine before getting into the shower. She put the glasses on and sat down in the recliner to read her emails.
Moments later, Sue realized she needed to make her breakfast and prepare lunch to take with her to work. Getting up from the chair, she reentered the kitchen to make her meals. Removing a slice of bread from the bag, Sue placed the bread in the toaster and pushed down the lever. She took the jelly out of the refrigerator and the got a knife out of the drawer. Grabbing a mug from the cupboard, she poured some coffee and set it on the counter. Then the phone rang.
It was Sally. Sally and Sue were friends. They chatted for a while, discussing the events of the day. Sue was having a hard time. She turned 50 six months ago and was going through menopause. Everything seemed wrong. Sue was tired all the time, felt unfocused, experienced hot flashes at the most inopportune times and was depressed for seemingly no reason. Sally had felt similar symptoms just two months ago. Both women had visited the doctor when the symptoms began.
Sue went to her regular doctor. Dr. Mitchel tested Sue to see if she was in menopause. The results were conclusive and so she gave Sue some sleeping pills and antidepressants to help her through the process. Unfortunately, Sue wasn’t feeling any better. To top things off, she had gained 15 pounds and was exercising like a crazy woman. She still felt depressed and suffered from all of the same symptoms. Somehow they seemed to be getting worse.
Sally took a different route. Sally started seeing a naturopath, Dr. Vibal. She began with all the same symptoms as Sue. The naturopath immediately did a full analysis of Sally’s life. She asked about her health and ran some tests. She questioned Sally about her emotional and spiritual life. She talked to Sally about her dreams and goals. Then she asked Sally to make some changes. Dr. Vibal asked Sally to:
- Make a few changes in her diet
- Exercise more frequently by doing workouts Sally enjoyed
- Learn and use relaxation techniques
- Take some herbal remedies
- Diligently use castor oil pack treatments
- Start some detox treatments
Sally was feeling much better than she had a few months earlier. She felt positive and was sleeping better. She still suffered from hot flashes, but they were not as intense as they had been. She woke up a few times at night but slept far more soundly than she had. Sally felt healthier and stronger. Dr. Vibal was helping her as a whole person and not just treating her for the symptoms she suffered from menopause. Sally told Sue about the differences she felt since she’d been seeing Dr. Vibal.
Make a Change
Sue determined she was going to make an appointment with Dr. Vibal. She ended the phone conversation with Sally, grabbed her purse, and headed to the car. Just a short drive down the street, Sue realized she had left her breakfast and lunch on the counter. She didn’t even remember to bring her coffee. Making a quick U-turn at the corner, Sue headed back to the house to collect her meals for the day, put the food back in the refrigerator, and warmed up her coffee to take with her. She would call Dr. Vibal today and make an appointment. Sue wasn’t going to spend one more day searching for her glasses, forgetting what she was doing, or suffering through the night feeling like she was on fire. This had to stop! She was going to get real help from Dr. Vibal.
Now, if you are a woman going through menopause, you will relate to Sue. She will be so real to you that you will feel and understand all the feelings that she is experiencing. If you are a friend or family member of a woman in menopause, you will be compelled to share the information you have learned and persuade your loved one to call a naturopath.
Naturopaths provide the best overall treatment to move through this process in life. By reading the direct response article, you will have experienced Sue’s pain and will desire the results Sally received by visiting a naturopath. You will take action.
Copywriting provides you with information, but direct response copywriting makes you feel something. You relate to the story and you want to do something about it. You want to experience the same positive results, so you take action.
As a business owner, you want to score successful results for your customers. You desire to meet a need for them. If you want people to take action and purchase your product or service, you want a direct response copywriter like me to write your article.