Sunday, August 25, 2013

Direct Response In Advertising - Motivating Action From Your Audience

Direct response refers to advertising methods that solicit an immediate action from the audience. For instance, a direct mail campaign may promote a discount that is only good for a short period of time to elicit immediate sales.

The best definition of Direct Response is advertising or marketing that encourages a direct action from a person. Typically, you want someone to request additional information or make a purchase and you expect them to do it NOW!!

Here is Our Itemized Checklist For Direct Response Advertising

Before submitting your advertising to media advertising suppliers, make sure it does most or all of the following:

  1. It must have a compelling headline
  2. It should evoke an immediate response, action, visit, call, or purchasing decision.
  3. It should overcome sales objections.
  4. It should focus on benefits, not features.
  5. It should answer all major questions.
  6. It should promise performance or results.
  7. It should back up the promise with a risk-free warranty or money-back guarantee.
  8. It should be keyed in such a way that you can analyze the value, profitability, and performance.
  9. It must have your contact information.

Additional considerations…
  1. It should acknowledge the person as being valuable,
  2. It should be personally written, and written as if one person only was reading it,
  3. It should begin with the results the person should expect,
  4. It should explain to the person your reason why he or she should get those results,
  5. It should give the person some background,
  6. It should give the person some detail,
  7. It should prove any claims you make in a way the person can embrace,
  8. It should tell the person what he or she should expect in terms of improvement or results,
  9. It should remind the person why he or she should choose to at least learn more,
  10. It should show the person how he or she can try it out without risk,
  11. It should assure the person that if he or she is not comfortable taking action now, as a courtesy you will follow-up on the telephone just to make sure that they understand, to answer any questions, and to give them a chance to take advantage without fear, risk or obligation.
  12. Various alternatives of ads should be tested in small samples before the best ad is green lighted. If a limited test of 200 ad spots makes you money, then authorizing an additional 2,000 spots should make you 10 times as much. But test first.

Nancy Beth is an Entrepreneur & Small Business Owner, Founder of Sweet Spot Marketing Canada and a Motivational Speaker for Women & Girl Leadership.
  • As an Internet and Digital Marketing veteranNancy Beth has vast experience in Internet Marketing, Social Media Marketing, Online Safety and Protecting Your Digital Footprint.  Since 2010, Nancy Beth has been highly sought after to share her message on being a Digital Leader, using the Internet & Social Media for good, and how to safely navigate the Social Web. 

    Keynote Speaker | Executive Coach | Training Consultant | Founder of  Sweet Spot Marketing Canada (@sweetmarketing) |(@nbguptill) | Digital Leader |
     Women & Girl Leadership

1 comment:

Regina Peterson said...

This is one of the hardest things to do today. Social media is so popular now that it is almost becoming unpopular. Anything that can help engage people in a meaningful way will be the best. Thanks for the tips.