Introducing Direct Response to Your Small Business Advertising
Not all small business advertising efforts are intended to make a sale immediately. Many forms of advertising and promotion are incorporated for the sole purpose of building a brand image, or increasing and maintaining customer’ faith in a company, product, or service and also use marketing materials in order to gain an immediate response and if all goes well, produce sales - all of which I’m going to cover here.
There’s many forms of direct response marketing, from the short-form advertising copy (such as print ads, TV commercials, radio spots, contextual PPC advertising, etc.) to the longer marketing messages like text-heavy, full page, advertorials and the Dale Carnegie-style sales letters. All work and depend on what product or service you’re offering, and who you’re trying to sell it to; which you already know if you’ve spent more than ten minutes in marketing. – also the timing that your message meets your audience is just as important.
The Right Message To The Right Market In The Right Media At The Right Time
For any direct response advertising campaign, these for factors are crucial. – and we’ll briefly cover all four below:
Message: Failing to explain how your product or service beats your competition’s will denounce the actual advantages that your offer provides. – you won’t get many, if any sales. You need to appeal to people on several levels, especially on an emotional level if you want to spur them to action immediately. We’ll cover more about how to craft an attention getting message that closes the deal later.
Market: Again, it doesn’t matter what your product or service is or how great it may be or even how compelling your message is if you’re trying to sell to the wrong audience. Don’t bring coal to Newcastle. You should know who your target market is, if not then you need to clear the board and start over with your business’ marketing research, before beginning any direct response campaign. If you don’t know who you’re selling to, you’ll never be able to put together an effective direct response message.
Media: Market research really comes to light when choosing what type of media to convey to your target audience based on the demographics of that group. Depending on who they are, some types of media will be more effective than others. People may like direct mail over print advertising, or email over banner ads. In order to create a message and method that has the greatest impact on your audience, you have to act as if you’re preparing for a speech and know your audience.
Moment: Just as important as reaching the right audience using the right message in the correct form of media is making sure you do it all at the right time. What’s the right time, you ask? When they want to buy, not when you want to sell. You’re a business so you’re always ready to sell, but not everyone, even if they’re a part of your targeted demographics, is ready to buy.
Message, market, media, and moment are all important factors of a direct response marketing campaign that generates positive results and good return on investment by targeting the right people that are ready to buy from your business right now.
Accomplishing this can be done in multiple ways. You can use auto-responder software and email messages to stay in constant contact with prospects. If it’s more likely that your audience would go for offline methods, then by targeting the media channels that have the greatest influence on your target’s demographic area can ensure that your message is heard loud and clear.
But any way you look at it, these are the 4 componenets of successful small business advertising…
You’ve just read a small segment of the free guide titled “How to Use Direct Response Small Business Advertising to Grow Your Sales and Profits.” The guide is available for free - along with several other resources for small business owners - when you sign up for small business advertising e-course…
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