Can You Guess The Leading Direct Response Advertising Tag Line?

If you have not listed your phone number with the do not call registry

, I can almost guarantee that you get at least one call per week, usually during the dinner hour, telling you about some once-in-a-lifetime opportunity that you simply cannot afford to miss. There will probably be a recorded message asking you to press one on your telephone keypad to speak to a sales associate and arrange shipment of some new product or service. It will normally end with the leading direct response advertising tag line, "Don't miss this opportunity!"

This is one kind of direct response advertising. There are many more approaches to direct response advertising, including a postage-paid response card or a coupon to cut out of a newspaper or magazine and mail in. You are also likely to be familiar with television and radio advertising that ends with a request to you to call a toll free number to place your order. With the growth and expansion of the Internet, you might also be asked to click on an image or a link to learn more or place an order.

Direct response advertising is generally defined a means of advertising or promoting a product or service in which you, the intended customer, are given the opportunity to respond directly to the seller. The nature of direct response advertising is very clear in the following example:

You receive a letter in the mail that announces the publication of a definitive new book on a popular subject. After describing the book, providing a brief author or editor biography, and adding a few endorsements of the book from people you are likely to respect, the letter concludes, "available September 1 from your favorite online or local bookseller." This is not direct response advertising.

When you check your e-mail later in the day you find a direct response advertising message from the organizers of the meeting. This email reiterates the information you received by mail. But this e-mail also informs you that if you make a reservation within the next 30 days to attend the event, you will save $50 on your registration and materials cost and get a special price from the hosting hotel of one-half of the regular room rate. You are offered an instant link in the email, as well as a toll free phone number and a mailing address to make your reservation. This is direct response advertising.

The second example incorporates all of the definitive components of direct response advertising:

1. There is an offer (advance copy of the film).

2. You are given enough information to decide to move on to the next step.

3. A clear request that you take a specific action.

4. You are given at least two ways to respond.

The reason for the popularity of direct response advertising with is that it has an inherent evaluation mechanism. It is easy for the marketer or the sales person to know exactly how many people responded to the advertisement and how many of those people made the purchase.

by: Bob Cavanaugh

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