What does DTC mean in marketing?

DTC stands for direct-to-consumer: brands that sell straight to the customer through their own website rather than through retailers. The model took off in the 2010s and is now standard for new consumer products.

What it means for the copy

In a DTC business, the funnel is the business. There’s no retail buyer to convince and no sales team to hand off to, so the copy is doing the selling by itself at every stage: the ad has to earn the click, the landing page has to keep the promise, the product page has to resolve the objection, and the email has to bring people back.

Example

Avenova is a DTC landing page for a product also sold through Amazon, built to convert on the brand’s own site.

Related

DTC copywriting services · CPG

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