Another cost-effective way to generate sales is by using direct response advertising. This means you actually get a response from your advertising, instead of just creating awareness and interest.
The biggest complaint that I hear from business owners is: “I never make any money from advertising. I don’t want to spend money on advertising.” The reason for their dissatisfaction is that the advertising did not make an offer. Unless you make an offer, how can you expect people to respond?
When people read an advertisement, they want to be told what to do! People look for leadership. But most advertisements simply tell them how great a product or service is, and marketers are disappointed when they don’t get a response.
Black belt marketers never run an advertisement without making an offer. It is the offer that makes people respond to the ad. Black belt marketers know the purpose of an ad is to gain permission to market, to educate, and to show value. Black belt marketers want to identify their prospects in the crowd. They want these people to raise their hands.
Before we get down to specifics, let me share some history into direct response advertising that will help you understand its impact. Direct marketing really started with the late Claude C. Hopkins. Considered to be the father of direct marketing, he strongly believed advertising existed to sell something. He believed advertising should be measured and its results should be justified. He tracked nearly all of his ads using coupons, and tested headlines, offers, and propositions against each another.
Hopkins believed in “reason why” copy: all ads should have a reason why people respond. Why your product instead of someone else’s? He used analysis to improve his ad results, driving responses and the cost effectiveness of his clients’ advertising investments. This is why he was paid $185,000 per year in 1907 by Lord & Thomas owner Albert Lasker, a founding figure of modern advertising and another legend in the ad world. He knew how to use advertising to produce sales. Albert Lasker’s company eventually became Draftfcb, one of the world’s largest advertising agencies.
Learn from these great masters. Direct marketing is about getting a response from your ad by giving customers the reason to respond. What is the big payoff for responding to your advertisement? Your ad should be an offer. Any advertisement should get a response, even if it is only a name and contact details for your database.
Get a response by making an irresistible offer. Don’t simply inform customers and prospects of what you do.
“Need air conditioning? Call 1-800-XXX-XXXX”
Ads like this appear regularly in local newspapers or in the yellow pages. Claude Hopkins taught that such ads are not acceptable. Instead, make your reader take an action.
“Free air conditioner evaluation. Call 1-800-XXX-XXXX”
Now you have made a formal offer. Your readers must make a decision. They either take advantage of it, or they don’t. You have given them a reason to respond. It’s proactive, not reactive. Even if they don’t need you now, prospective customers may keep the advertisement for later when they do need it. Offer something of value to get a high level of response:
- Bring this ad for 15 percent off your next purchase
- Bring a friend and get 25 percent off
- Go to www … and get a free report
The goal of direct response advertising is to get a response from the money invested in generating the offer. Successful direct response advertising generates some result.
Always remember to make the most of any ads you run and you will get the maximum return on investment. You can achieve the maximum return by using direct response and soliciting a response from your advertisement, either as an immediate sale or as a lead that will eventually turn into a sale. Unless your product is under twenty-nine dollars, it is highly unlikely that people will start to send you checks based on a single advertisement.
Make creative offers. A good offer will always get a response. If you are not getting results from your advertising, you’re not making a compelling offer!
If someone offered you twenty free reports or one year of free mentoring for purchasing a program, are you more likely to respond? Understand the power of direct response.
Starting today, make sure all your advertisements are direct response, which will enable you to develop a database and to develop relationships with new people.