Both conversion copywriting and direct copywriting have the same goal: to inform the reader about a product or service, but they have distinct differences in their approaches and goals.
Conversion copywriting is a long-term persuasion technique that is based on data to convert the consumer. Direct copywriting is a faster way of getting a response it gets the prospect to respond immediately with a clear compelling call to action.
Now we’re going to go deeper into the 2 types of copywriting, define each one and list out key differences and show some examples of direct copywriting and conversion copywriting.
What is Conversion Copywriting?
Conversion copywriting focuses on creating compelling words that connect with people. It is a form of writing that uses persuasion techniques, storytelling methods, psychological triggers and behavioural triggers which are weaved into the copy in order to make people tick and take action, i.e convert, while at the same time keeping it engaging and relatable to their audience.
Conversion copywriting is data-driven and uses this research to help make its argument about why you need to take action. It builds credibility by creating authority while providing social proof and getting people to trust what you are saying is true.
What is Direct Copywriting?
Direct copywriting is designed to get an immediate response from your audience. it uses techniques like urgency and scarcity to get your audience to take action immediately. Think of an infomercial, the ad starts with the salesman showing a problem then shows a solution with their product or service and its benefits then moves on to urgency “for a limited time only” with a call to action and scarcity of the product, “while stocks last”.
This is the basic formula of direct copywriting even though it’s on a different medium the concept is the same.
- An ad is put out, landing pages, emails etc,
- The audience sees the ad, Black Friday sales, courses on sale for a short period or limited spots available
- and then hopefully converts by purchasing, signing up, booking, etc.
Key Differences Between Conversion and Direct Copywriting
The main goal of conversion copywriting is to create copy that has been optimized with data to turn visitors into conversions. This is done by taking into account research from analytics, AB Testing, UX/UI, heat mapping and many other forms of research so conversion copywriters can create copy that will make people tick and take a specific action like signing up for a free trial, purchasing or filling out a form
On the other hand, Direct copywriting asks consumers to take action instantly. It is an educated guess on what will persuade them to do anything from making a purchase, subscribing to a newsletter or filling out a form. Like ads shown on brochures, billboards, catalogues, flyers, postcards unstructured sale emails, website popups offering 10% discount if you sign up now, radio ads and so on.
here are some key differences between conversion copywriting and direct copywriting
Conversion copywriting is more data-driven
Conversion copywriting is influenced by data and analytics. This form of copywriting uses data to understand how users interact with their website and identify ways to improve these interactions and in turn improve their Conversion Rate Optimization, CRO for short, these techniques include A/B testing, Split testing and Multivariate testing
Direct copywriting is more focused on storytelling and creating copy that captures the reader’s attention. It’s more about creating a compelling message that resonates with the reader rather than optimizing.
Conversion copywriting is more about optimizing every aspect of copy
Maximum conversions are the goal of conversion copywriting. Every aspect of the copy is tested which means headlines subheadlines, calls to action, and body to figure out which is the best at converting.
Direct copywriting is less focused on optimizing every aspect and more about creating a persuasive message that readers connect with.
Conversion copywriting is more focused on the customer journey
Every stage of the customer journey is taken into account with conversion copywriting. It guides the reader through the entire process and each stage has been optimized to increase conversion rates
Conversion copywriting audience is more specific
Conversion copywriting is typically aimed at a specific audience, such as potential customers already interested in a product or service, again this is fine-tuned with data and analytics. Direct copywriting is aimed at a broader audience, including potential customers and anyone who is interested in learning more about the product or service. for example a catalogue.
Conversion copywriting uses slightly different language
conversion copywriting uses persuasive language and psychological triggers to encourage the audience to take action. Direct copywriting on the other hand uses a straightforward approach that appeals to the audience’s emotions
Examples of Direct Copywriting
Headlines that grab attention for example a headline might read “Discover the secret of gaining 10kg of muscle in 6 weeks”. This headline is designed to grab the reader’s attention and create a sense of urgency. The reader is immediately interested in learning the “secret” and may be more likely to take action.
Call to action in direct copywriting is designed to get the reader to take action right away. for example “Subscribe Now and Get $10 Off” This call to action is designed to create a sense of urgency and encourage the reader to take action right away
Limited-time offers to create a sense of urgency. For example, a marketing email might offer a special discount that is only available for a limited time. This creates a sense of urgency and encourages the reader to take action right away, such as making a purchase or signing up for a service.
Testimonials are statements from satisfied customers that provide evidence that the product or service is effective. Social proof includes things like the number of customers served or the number of products sold. These elements are designed to build trust with the reader and encourage them to take action.
Emotion-driven messaging to connect with the reader on a deeper level. For example, a marketing email might talk about the frustration and disappointment that comes with not achieving a specific goal. The messaging is designed to create an emotional connection with the reader.
Direct copywriting is all about creating a sense of urgency and getting the reader to take action straight away. Often using attention-grabbing headlines, compelling calls to action, limited-time offers social proof and emotion-driven messaging
Examples of Conversion Copywriting
Clear compelling headlines that speak directly to the reader’s needs and desires. For example, a headline might read “Get the Best Night’s Sleep of Your Life with Our Revolutionary Mattress.” This headline is designed to immediately grab the reader’s attention and appeal to their desire for a good night’s sleep.
Highlighting the benefits of the product or service being offered. For example, a landing page for a fitness program might highlight benefits such as “Get in the Best Shape of Your Life,” “Lose Weight and Keep it Off,” and “Improve Your Overall Health and Well-Being.” This messaging is designed to appeal to the reader’s desires and show them how the product or service can improve their life.
Customer reviews, testimonials, and endorsements from well-known influencers or industry experts. For example, a landing page for a skincare product might include a testimonial from a well-known beauty influencer who raves about the product’s effectiveness. This social proof helps to build trust with the reader.
Calls to action that make it easy for the reader to take the desired action. For example, a sales page for an e-book might include a call to action that reads “Download Now and Start Transforming Your Life Today!” This call to action is designed to create a sense of urgency and encourage the reader to take action right away
Visuals reinforce the messaging and highlight the benefits of the product or service. For example, a landing page for a travel package might include images of exotic destinations, luxurious accommodations, and happy travellers. These visuals help to create an emotional connection with the reader and encourage them to take action.
In short, conversion copywriting is all about persuading the reader to take a specific action by highlighting the benefits of the product or service being offered, using social proof to build trust, including clear and compelling calls to action, and using visuals to reinforce messaging.
