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
This means that when someone responds, you can know which ad and media was responsible for generating the response. This differs with social media or brand marketing as nobody will ever know what ad forced you to buy a certain 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 can then do away with or change ads that are not giving you an ROI.
Compelling Headlines and Sales Copy: Direct response advertising makes use of a compelling message of substantial interest to your chosen prospects. It makes use of attention-grabbing headline with a sturdy sales copy that is salesmanship print. Mostly the ad looks like an editorial than an advertisement thus making it three times more likely to get read.
It has a Specific Offer
The ad usually makes specific value-packed offer. The aim here is not to make sales out of the ad, but to push the prospect into taking the next action.
In most instances, direct response advertising has a call to action compelling the prospect to do something specific. It additionally has a means of response and capture of these reactions.
Direct Response Marketing Techniques
All direct response marketing techniques must reduce the barriers to response. You must clearly outline what the consumer must do to respond to your marketing. Make sure that you have offered several ways in which the consumer can respond and spell them out simply and frequently.
People love getting free things. In addition to your products and services, include a freebie such as a sample, newsletter, booklet or free webinar. Assign this extra product or service a money value, so that consumers can quantify what they are being offered for free. This serves as an extra inducement to value-oriented customers who otherwise might be undecided about responding.
Cite statistics about your product’s success. Emphasize positive results and stress the popularity of what you are selling. Many consumers like the sense of reassurance offered by this as they feel that other customers have enjoyed the product they are thinking of buying.
Set a Time Limit
Create a sense of urgency on your product in your message or ad. Include a discount price offer and let them know that it is only available for a limited time. This is a way of encouraging your customers to stop procrastinating and make a decision.