Copywriting for direct response marketing 🖊️
Direct response copywriter for hire!
Case study
Utiva Health is a UTI treatment brand based in Canada. They sell a line of clinically proven urinary health products to prevent UTI’s.
As a freelance copywriter, I created a new version for a piece of direct response copy on their website, in order to increase the rate of email list signups.
Scroll down to view the project summary.
Example of direct response copywriting…
The ‘‘A/B/C’’ (Audience/Benefit/Curiosity) headline is applied for customer appeal…
Audience: ‘‘Nobody likes pee that burns’’ (relevant to the target market — people with recurrent UTI’s)
Benefit: ‘‘Exclusive discounts’’
Curiosity: ‘‘UTI prevention tips are in store when you sign up’’
Compared against the control…
The original direct response prompt, that was generating 2-3 signups per day.
CHALLENGE ➡️
Copywriting for direct response marketing — to create with a more unique signup form.
Whilst the original Utiva homepage signup form certainly wasn’t bad, the wording was just like any other:
‘‘Join our mailing list!’’ is a line that web browsers will have seen many times before on various sites.
Seeing the same words over and over can have a ‘‘numbing’’ effect on consumers, who begin to ignore such prompts.
The challenge in this case was to deliver a short, engaging piece of direct response copy that could replace the original.
See below for my copy strategy in this case.
SOLUTION ➡️
Copywriting for direct response marketing — the end product.
Copy: Market-specific, catchy. The use of somatic language in the form of ‘‘nobody likes pee that burns’’ shows that Utiva understands a key problem that their target market face and would like to resolve.
The combination of ‘‘exclusive discounts’’ and ‘‘UTI prevention tips’’ appeal to consumers in this market, who are concerned with maintaining their urinary health.
Big idea being expressed: Utiva understands one of the chief complaints of yours as someone experiencing a UTI. We can benefit you with exclusive discounts and urinary health tips.
Ask for a quote
Do you need any of the following?
Projects include blog articles, email marketing, sales pages, and video scripts.
Complete the inquiry form below and I’ll be in touch!
Declan