The question you must answer before writing a single word

At the core of direct response copy is ACTION. Specific, measurable action.

Before you write your first word decide: what EXACTLY do I want the reader to do… buy, call, subscribe, download, click deeper.

The entirety of your copy must be focused on getting the reader to take that action.
Being wishy–washy about the action, not leading to any specific action or having multiple actions will all lead to unimpressive results.

Direct response copy is often referred to a greased shoot. Your copy has to accomplish two things:
  1. lead the reader to take the desired action.
  2. remove any obstacles between the reader and the desired action.

Let’s consider a car trip from point A to point B… without a map or previous experience with the route.

What’s the likelihood you’ll arrive at point B if your route is one freeway… with signs every few miles “Point B straight ahead” until you arrive at the “Point Bv exit ramp that leads right to a large sign – ”You“ve arrived at Point B, park here”.

Compare the ease and probability of success in that scenario to a second scenario…
You’ll need to use three different freeways. The signage is poor, unclear and inconsistent. You’re not sure what exit to use.

When your reader arrives at your website or grips your marketing piece in his hand, he doesn’t know what to do… doesn't even know it it’s worth his time.

Start with a headline that connects with the reader and assures them they’re on the right path.
Prepare the reader along the way with phrases that assume the reader will take the action such as:
  When you call for your free consultation…
  During your free consultation…
  After you’ve scheduled your free consultation…

As the reader gets to the end of the copy they’ve been warmed up to the action. You’ve sold them on why they should take the action and you haven’t distracted them with any other actions.

Now it’s time to make taking action easy and clear. Let the reader know exactly what to do and what to expect. Writers often assume it’s obvious what to do and give little detail with the Call To Action.

A sale is a very delicate thing. It doesn’t take much to squash it. Uncertainty and hesitation often break the momentum and leave you empty handed.