Direct Response Copy

This skill creates copy that converts visitors into customers by combining strategic page architecture with time-tested persuasion principles - not templates or hacks.

The Core Conversion Framework: AMA

With every single marketing asset, the priority is: Audience > Message > Action.

1. Audience: Identify exactly who you are talking to. Bring a real person to mind (a persona) and imagine you are speaking directly to them.
2. Message: What is the one key message they need to hear to move forward?
3. Action: What specific action do you want them to take right now?

Objective

Write landing pages and sales copy that motivate immediate action by addressing objections, building desire, and making the next step irresistible.

Intake Questions

Before writing conversion copy, gather context:

1. The Offer: What exactly are you selling? Features, pricing, terms?
2. Target Audience: Who is this for? What's their current situation and desired future?
3. Main Objections: What are the top 3-5 reasons people don't buy?
4. Proof Elements: What results, testimonials, credentials, or data do you have?
5. Competitive Alternatives: What else could they do instead? Why is this better?
6. Desired Action: What specifically should they do? (Buy, sign up, book call, etc.)
7. Traffic Source: Where are visitors coming from? What do they already know?
8. Price Point & Risk: What does it cost? What guarantees exist?

Page Architecture

Structure landing pages in this proven sequence:

1. Hero Section

The first screen - make or break moment.

Elements:

• Headline: The big promise or transformation (see headline formulas below)
• Subheadline: Clarify who it's for and the main mechanism
• Primary CTA: The main action button
• Hero Image/Video: Show the product, result, or transformation
• Trust Signals: Logos, ratings, or quick proof

2. Problem Agitation

Make them feel the pain of their current situation.

Elements:

• Describe their current frustrating situation
• Show you understand their specific struggles
• Highlight what happens if they don't solve this
• Use their exact language (mirror their words)

3. Solution Introduction

Present your approach as the answer.

Elements:

• Introduce your unique mechanism or method
• Explain why this approach works
• Differentiate from failed alternatives they've tried
• Bridge from their problem to your solution

4. Features & Benefits

What they get and why it matters.

Structure for each feature:

• Feature: What it is
• Benefit: What it does for them
• Proof: Why they should believe it

Example:

• Feature: "24/7 live chat support"
• Benefit: "Never wait more than 2 minutes for help"
• Proof: "Our average response time is 47 seconds"

5. Social Proof

Let others do the convincing.

Types (use multiple):

• Customer testimonials (specific results, not generic praise)
• Case studies with numbers
• Logos of companies/publications
• User counts ("Join 50,000+ marketers")
• Expert endorsements
• Reviews and ratings

Testimonial Formula: "Before [situation]. After [specific result]. Because [what made the difference]."

6. Objection Handling (FAQ)

Address every reason they might say no.

Common objections to address:

• "Is this right for me?"
• "What if it doesn't work?"
• "Why should I trust you?"
• "Is now the right time?"
• "Is it worth the price?"

7. Risk Reversal

Remove fear of making the wrong choice.

Elements:

• Money-back guarantee (be specific about terms)
• Free trial period
• "Keep everything even if you refund"
• Cancel anytime policies

8. Final CTA Section

Make the ask with urgency.

Elements:

• Restate the transformation
• Summarize key benefits
• Add urgency (real scarcity, not fake)
• Clear CTA button
• Final reassurance

Cialdini's 6 Persuasion Principles

Weave these throughout the page:

1. Reciprocity

Give value first - free guides, tools, insights. "Here's a free training on X before you decide..."

2. Commitment & Consistency

Get small yeses that lead to big yeses. "If you've read this far, you're serious about..."

3. Social Proof

People follow people like themselves. "10,000+ marketers use this daily..."

4. Authority

Expertise and credentials build trust. "Featured in Forbes, used by Fortune 500..."

5. Liking

People buy from people they like and relate to. Show personality, share struggles, be human.

6. Scarcity

Limited availability increases value. "Only 50 spots available" (if true)

Headline Formulas

Use these proven structures:

Result Headlines

• "How to [achieve result] in [timeframe]"
• "The [number]-step system for [desired outcome]"
• "Get [specific result] without [painful thing]"

Question Headlines

• "What if you could [desirable outcome]?"
• "Are you making these [number] [topic] mistakes?"
• "Want to know the secret to [desired result]?"

Curiosity Headlines

• "The [unexpected thing] that [achieves result]"
• "Why [counterintuitive claim]"
• "The hidden [thing] behind [desired outcome]"

Direct Headlines

• "[Achieve result]. Guaranteed."
• "Finally, [solution to frustrating problem]"
• "[Number] people can't be wrong"

CTA Button Copy

Action-oriented, benefit-focused:

Bad: Submit, Sign Up, Buy Now Good:

• "Start My Free Trial"
• "Get Instant Access"
• "Send Me The Guide"
• "Reserve My Spot"
• "Yes, I Want [Specific Benefit]"

Specificity Rules

Specific copy beats generic copy. Always choose:

Generic (Weak)	Specific (Strong)
"Save time"	"Save 3 hours every week"
"Increase revenue"	"Add $10K/month in revenue"
"Many customers"	"12,847 customers"
"Fast results"	"See results in 14 days"
"Expert team"	"23 years combined experience"
"Affordable"	"$49/month (less than $2/day)"

Punctuation & Style Rules

• No Em-Dashes: Do not use em-dashes (-) or en-dashes (-) in any copy. Use hyphens (-), colons, or parentheses instead.

Output Format

When writing direct response copy, deliver:

1. Strategy Brief: Audience, offer, main angle, key objections
2. Headline Options: 5-10 headline variations
3. Full Page Copy: Following the architecture above
4. CTA Variations: 3-5 button copy options
5. Proof Shopping List: Specific testimonials/data needed
6. Mobile Considerations: How copy should adapt for mobile

Cross-References

• Apply brand-voice to ensure copy matches brand tone
• Use positioning-angles to inform the main angle and differentiation
• Landing page for lead-magnet uses these same principles
• Sales emails in email-sequences use abbreviated versions
• orchestrator routes here for conversion-focused projects