It's what it says on the tin!
With direct response advertising whether it be on a sales page, email, facebook ad or tv script you have just 100 - 600 words to incite an emotional response.
These 100 - 600 words constitute the lead which is the most important part of your piece.
With direct response you need to provoke ACTION. You have to accomplish two important objectives.
You must move your prospect emotionally.
You must persuade them intellectually.
Does it matter in which order we do this?
Yes it does!
Emotional persuasion must be achieved first.
My job as a copy writer is to win over the prospects heart. Once I do that the rest of my job winning over his mind is relatively easy.
Have a look at the quote below by Carlene Anglade-Cole a top direct response copy writer in the health niche.
30 seconds - that's how long i've got to grab my prospect and get him hooked with my lead. So, never save the ' good stuff ' for later in the copy - it may never get read!
So, in conclusion take step back and look at your latest piece of copy and ask yourself.
"Does this lead get me excited?"
"Does it make me want to continue reading with a high level of anticipation?"
If so you can be fairly confident that your copy will work.