Introduction to Direct Response Copywriting and Brand Copywriting for Beginners
Who is a DRC and who is a brand copywriter? What makes them different and what really is their job specification?
DIRECT RESPONSE COPYWRITING
What is direct response copywriting?
Direct response copywriting is a compelling writing technique that seeks a direct and immediate response. It is the origin of all types of copywriting.
We use it to write:
Squeeze pages
Home pages
Contact pages
Social ads (Facebook ads, Instagram ads, etc.).
The Goal:
To get the visitor to perform the desired action. For example, to click a Call To Action (CTA), to subscribe to the newsletter, to download a lead magnet, to share the content, etc.
The copy must be visible. Even though it is not for everybody; the copy must speak to your target audience.
Moreover, a compelling text should be clear and direct, with a straightforward goal. DRC writers knit compelling copies so that the target audience carry out a particular action.
BRAND COPYWRITING
What is brand copywriting?
Brand copywriting is a compelling writing technique that conveys the image and the identity of a brand. In this case, the voice of a copy should sound as if the logo of a company could speak.
The idea is to establish an emotional connection between the brand and its target audience. To achieve this, many copywriters turn to storytelling.
We Use It To Write:
About me / About us page
Mission/ Vision statement
Brand Newsletters
The Goal:
To transmit the mission, vision and values of a brand, so that the target audience can recognize, identify, and differentiate it from competing brands.
To do that, the brand image, voice, marketing, and every other part of the brand identity must match. Brand copywriters are like plastic surgeons, they work their magic on brand pages such that the goals above are met.
That’s all for this week on Copywriting. Next week, we'd discuss other kinds of copywriting. Ciao.