What types of indutries, products, or services use direct response copy?

In this context the question isn't long vs short, Jeff. The question is interesting vs boring. And the average attention span of the audience on the platform you're advertising on.

When we're selling to enthusiasts, and advertising on a long form media site, then long form copy might be the best way to go.

But if you're selling to the TikTok crowd what do you think the chances are for keeping their attention longer than a few seconds (no matter what you're selling)?

If you're actually going to go for it, I recommend taking a step back and giving a little thought to your target market, and the advertising medium you're going to use. Then you can think about your message and how long it should be.

What are the more successful competitors "repeatedly" using?

This will give you a clue as to what's working right now. After that, it's all about testing your own copy with your own audience


Do you know what their numbers are, and if it's working for them? Or are we merely assuming based on your vast experience?

It's not about industry. Direct response isn't only 10,000 word sales letters. It's literally asking for a direct response.

Instagram COULD be a DR channel if it's used that way.

I use DR emails. They are not 10,000 words. Often not even 500 words. The point is in the name.

Ask for the DIRECT RESPONSE. If I blatantly ask for a phone call guess what? It's direct response.

Make sense?

I'm never writing 10,000 words for anyting. I'm punching the market in the face with video. Then adding a script of the video below (if needed). And you should be doing that as well. If they are highly involved consumers you may want to give them some copy, but you're asking alot to have someone read 10k words. At tops you only have about 10 seconds to reel them in out the gate.

To help you out, who uses these companies?

Once you answer that you go over to the people who use these companies. My first thought is people who cook. That's just some framework, however. I don't know your taget.

After that my first look would be any and all Facebook groups. And I say it all the time, join these groups (multiple) to know the market. Once you're in your groups, start asking the questions you need answers for. You will eventually arc into an audeince where you need to be.

After that, start your own group audience that serves the information these people like. All of it. Not just what YOU want to sell. The idea is to serve the entire meal, not just the chicken.

If you are a chef of 20 years you already know the core influence you'll need to bring that audience in. Find them, ask them to join and start cranking out videos. Video builds audiences and does it quickly.

You have an upperhand with the authority and connections you have. Build. Your. Own. Audeince. Starting. Now.

There's only one real answer and that is to test. Nobody can tell you what will work as they haven't seen your copy. So long form or short, the only way you will know is to test your copy to the same audience and let the market tell you what works best.

Just so you know, there are a lot of people (including me) who would never hire a copywriter bragging about punching people in the face.

Marcia Yudkin