Word choice and phrasing are carefully conducted to write persuasive but not “sales-ey” copy.
Before starting to write Direct Response Copy, I conduct exhaustive research to get a feel for your target audience. I set out to understand what makes them do what they do. What they need, want, and fear. Then I dig into your product. Find how it will improve your prospect’s life.
This is the foundation of any Direct Response project I conduct. I begin writing only after these discoveries have been made.