The Best Place To Spend Your Hard Earned Money On Advertising Is Direct Response!
The Best Place To Spend Your Hard Earned Money On Advertising Is Direct Response!
A simple guide to Direct Response Marketing, is to make sure these components are present in all your marketing:
1. Contains a headline that flags your prospect and creates curiosity
2. Creates interest in the product or service
3. Creates desire in the prospect
4. Has a specific offer
5. Has a deadline
6. Have measurable results
The following breaks down the basics of how to apply Direct Response tactics to all the ads and letters you use to promote your business.
Marketing Success Checklist
This Is A Quick List Of The Most Important Elements of Any Good Marketing Piece.
Headline: Use an attention getting, benefit-driven message.
Who Are You: The prospect must be able to relate to you.
Why Should I Believe You: Credibility & experience.
Who Say's So: Use as many testimonials as possible.
Big Promise: Examples: "Why Cook?" "Don't Cook!" "How To Make Sure Your Caterer Makes You Look Like A Hero!" "Entrepreneur Infuriates Local Restaurant Owners By Giving Out Hundreds Of Free Dinners" "Neighborhood Alert Listen To What Happened At This Local Restaurant..."
Drama: Pictures use birthday & anniversary pictures, people having a blast at your restaurant.
Testimonial: People like to see the social proof that others have gone before them and they liked it. Also use testimonials for Risk Reversal Take their fear and show how it was the opposite for someone else (example: Catering people are afraid you will be latea testimonial that says "not only was the food great but they arrived early to set everything so perfect"
Guarantee(s):Example "The Best Cheese Steak on the East CoastOr It's Free!" or whatever, as long as it's strong.
Offer: Tell them what to do "Visit Us" isn't an offer. "Free Dinner NO Strings Attached" is.
Deadline: In most cases, if you do not have a deadline your offer isn't complete. Alternate Means of Response: Example "No Time To Visit Us? Call now for a Take-OUT/ Delivery and/or Catering Menu!"
Additional components of this article include:
How the Psychology of your Prospect works
Magic Words to Use in Your Marketing
More than 35 other things to consider when Creating Killer Marketing
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How the psychology of you prospect works:
1st Key is to capture ATTENTION
2nd Take all the "features" of your Service and turn them into benefits for the potential customer
3rd Prioritize the benefit
4th Remember that everyone listens to "WIIFM" (What's In It For Me?)
Magic Words to use in your marketing:
You Get - Free - You - Yours - Amazing - Proven -How To - Bonus
Sales Letters - Keep in mind the goal is to get them in your door!
The first Paragraph must deliver on the promise of the headline. If the headline refer to a problem (Example. Are You Tired Of That My-Fridge-Is-Empty-What-Am-I-Going-Eat-Tonight-Feeling?), the next paragraph needs to build on the problem.
Use easy to read serif fonts: Like Arial or Tahoma
To pull non-readers into the ad: Use Sub-headlines
Prioritize the benefits: Take your list of benefits (Maybe put them on 3x5 cards and lay them on the Table- Prioritize) and lay them in order. Now use this to make your list the benefits using bullets- as the reader is scanning the copy they are pulled into reading it because of the benefits. Very Important!
Even More Items To Consider When Creating Killer Marketing:
Make an irresistible offer
Give away Something free to boost response.
Increase the perceived value of your offer.
Reduce the perceived risk in accepting your offer.
Use a time limit to increase urgency.
Use a sales letter to sell and pictures to tell.
Make your letter look like a letter.
Grab attention in your letter with a short first sentence
Express one central idea in your letter.
Write your letter in a friendly, personal tone.
Personalize your letter if Possible.
Use a P.S. to cite a benefit, deadline, or extra detail.
Use clear benefit headlines and Subheadlines in your ads.
Feature compelling testimonials
Edit testimonials carefully and honestly.
Prefer many short quotes over a few long sentences.
Use Group testimonials to increase impact.
Use names, titles, and locations to increase testimonial credibility
Show pictures of people eating in your restaurant.
Give short bios of your best customers.
Display a seal of approval or rating.
Cite favorable reviews.
Cite media coverage.
Back up your offer with a strong guarantee.
State your guarantee in the strongest Possible terms.
Keep your guarantee conditions to a minimum.
Make your guarantee prominent.
Prefer an unconditional guarantee.
Strengthen your guarantee with a signature and make it look official.
Avoid asterisks and legal looking teeny type.
Emphasize exclusivity with a loyalty program membership
Draw attention with a yellow sticky note. Test one element at a time.
Track results meticulously
Train your people on the importance of tracking.
Analyze your results in writing.
Use your test results to determine creative strategy.
Test. Test. And Test!
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