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:
- It must have a compelling
headline
- It should evoke an
immediate response, action, visit, call, or purchasing decision.
- It should overcome sales
objections.
- It should focus on
benefits, not features.
- It should answer all major
questions.
- It should promise
performance or results.
- It should back up the
promise with a risk-free warranty or money-back guarantee.
- It should be keyed in such
a way that you can analyze the value, profitability, and performance.
- It must have your contact
information.
Additional considerations…
- It should acknowledge the
person as being valuable,
- It should be personally
written, and written as if one person only was reading it,
- It should begin with the
results the person should expect,
- It should explain to the
person your reason why he or she should get those results,
- It should give the person
some background,
- It should give the person
some detail,
- It should prove any claims
you make in a way the person can embrace,
- It should tell the person
what he or she should expect in terms of improvement or results,
- It should remind the
person why he or she should choose to at least learn more,
- It should show the person
how he or she can try it out without risk,
- 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.
- 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.
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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 veteran, Nancy 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.
Women & Girl Leadership
