As more and more equine businesses compete for your customer’s attention, there’s no time left for lacklustre, meaningless copy. From your tagline to your website, every word must pull its weight. Direct response copywriting is the backbone of every business and it’s a must for yours if you aim to drive success for your equine business in the form of shares, subscribes and sales.
Copywriting is both an art and a science, and direct response copywriting is no different. It is the act of strategically delivering words to persuade the reader to take a desired action. Everywhere your equine business writes copy, the goal should be to direct action.
We outline the four fundamentals of direct response copywriting to help your horse business harness the power of action-oriented copy. Continue reading to learn how you can produce better written copy for your equine business.
Headlines are almost everywhere – subject lines, blogs and flyers are prime examples. The headline has one task and that is to get the first sentence read. On average, 8 out of 10 people read the headline and only 2 out of 10 go on to read the rest. A strong, compelling headline is essential to capturing and holding attention.
The best headlines understand their readers. They focus on the benefit or reward the reader will attain by reading on. They understand their reader’s time and attention are valuable. They interest their reader by being useful, creating a sense of urgency, appealing to an emotion or making a promise.
Within the opening paragraphs, you must immediately answer the inherent benefit to the reader. What’s in it for them? This benefit should be clear and referred to throughout the body copy. Effective copy places emphasis on the reader. It examines their objections, hopes, worries, frustrations, desires or goals, and offers a solution.
Perhaps, even more important, it speaks to the reader in their own language. Social media networks, like Facebook and Twitter, allow unprecedented opportunities to find out the exact words your prospects are using to describe their problems. Copy that is clear, concise and conversational is often more persuasive because it’s relatable.
The most successful businesses achieve two things when they make a promise or offer within their copywriting. That is, they demonstrate confidence in their offering and they relieve the risk to the buyer. Whether you’re selling a product or a service, your promise or offer is substantiated by how it’s presented and how you stand behind it.
One of the most influential tactics you can employ when writing copy is by tackling a prospect’s objections head on. After all, a business that openly and authentically answers common questions or concerns is seen to be more transparent and responsive. In doing this, the seller assumes the risk and appears more genuine in their product or service guarantees.
Finally, direct response copywriting is further strengthened by credibility. Customer testimonials, statistics, independent research and even elements of social proof can go a long way to building necessary trust between your business and your prospect.
At times, the simplest way to persuade is by having someone else do the talking. Every point you make within the body copy must be solidly backed up by some form of proof. Fancy words and hyperbole are a turn-off. Third party endorsements are inherently more trustworthy and influential than any claim a business makes about itself.
Looking for some outside support? Don’t wait for success, create it — with the experts in equine marketing, Archer Creative. To learn more about how we can help you exceed your growth goals, call us on 1300 077 126 or visit www.archercreative.net.au.