Direct response marketing is a type of marketing method that is geared towards evoking immediate response and compel prospects to take some specific action like opting in to your email list, calling you for more information, making orders or visiting your web page.
Characteristics of a Direct Response Marketing
Easy to Track
When someone responds, you can identify the ad and media was responsible for generating that response. This contrasts with mass media or brand marketing as no one will ever know the ad compelled you to buy a specific product.
Can be Measured
The the fact that you know which ads are being responded to and the number of sales you are making from each of them, you can measure exactly how effective each ad is. You then drop or change ads that are not giving any ROI.
Compelling Headlines and Sales Copy: Direct response advertising makes use of a compelling message of substantial interest to your chosen prospects. It uses attention-grabbing headlines with strong sales copy that is salesmanship in print. The ad in most cases looks more like an editorial than an advertisement thus making it at three times more likely to get read.
Has Specific Offers
Usually the ad makes specific value-packed offer. Often, the aim is not to necessarily sell anything from the ad but to compel the prospect to take the next step like requesting a free report.
Demands for a Response
Direct response advertising has a call to action compelling the prospects to do something specific. It also has a means of response and the capture of these responses.
Direct Response Marketing Methods
All possible response barriers to direct response marketing must be done away with. Clearly define what your consumer needs to do so as to respond to your marketing. Offer numerous ways in which they can respond and spell them out simply and often.
Free things are loved by everyone. Along with your product or service, be sure to include a freebie like a sample, free webinar, booklet or newsletter. Make sure that you assign this extra product a dollar value such that your customers can quantify what they are getting for free. This serves as an extra inducement to value-oriented customers who otherwise might be undecided about responding.
You must include statistics on the success of your product. Emphasize positive results and stress the popularity of what you are selling. This offers your consumers with a reassurance that other clients have also enjoyed the product they are considering.
Set a Time Limit
Create some sense of urgency around your ad or message. Note the discount price offer and explain it is good only for a limited period. This way, you can encourage your customers to stop procrastinating and make a decision.