|
|
Like this article? PLEASE +1 it! |
|
Use Two-Step Direct Response Advertising and Stop Wasting Your Ad Money
|
| Guest post by: Liz Walker |
Article Overview: Have you wondered why some companies continually advertise? It's because they know how to develop direct response advertising. This article will show you how to do it.
![]() |
Free Download - What are you really good at? By Liz Walker |
Use Two-Step Direct Response Advertising and Stop Wasting Your Ad Money
Many business owners we talk to say things like, “We seldom advertise because it doesn’t give us any results —it’s a waste of our money.”
And you know what—for these people this is probably true. The ads they are running are not designed to produce tangible results.
Most advertising does nothing to motivate a prospect to act—it’s simply “image” or “awareness” advertising. If your marketing budget is on par with that of Coke or Nike that’s fine, but the rest of us expect a return on those ad dollars.
What you need to do is turn all of your ads into “direct response”. These are ads that are designed to generate a very specific response or action. You can apply this approach to any ad, in any kind of media, whether newspaper, magazine, TV or radio.
The purpose of these ads is not so much to “sell” but to generate a list of qualified leads—people who may be inclined to do business with you in future and, most importantly, have given you permission to market to them.
Step one is to create one or more valuable reports, workshops, evaluations, trial products, checklists, newsletters, courses or tip sheets. You know, something like, “How To Tell If Your Roofing Contractor Is Lying To You” or “What Every Senior Must Know About the Canada Pension Plan” or “101 More Things You Can Do With Your iPod.”
Now that you have your value packed written report or audio CD, every bit of your advertising – that’s Yellow Pages, direct mail, back of your business card, letterhead, email signature, web site – should focus on getting people to pick up, request or download that report.
Don’t try to do anything else with your advertising, let the report sell you.
Step two is: Send the report or sample to all who respond and then begin marketing to them like crazy!
Why is this approach so much more effective?
Now you can demonstrate your expertise in a non-threatening way, on the prospect’s own terms, even if all you can afford is a small ad.
Nobody likes to be sold to, but if they take the time to read your report, understand that what you do that has value, and have an 8-10 page conversation with you, the relationship and trust have begun.
People who have requested your free information are officially a hot lead. They are raising their hand and identifying themselves as someone who is very interested in what you do. Half of your sales job is done!
And now you can measure the response to your advertising! If one offer falls short of your expectations, change something the next time you run the ad and see if the results improve—you are now in control.
Meanwhile you will be building a database of people who you can market to—so send them a newsletter. Invite them to sale events. Offer them incentives. Put your advertising dollars to work and check the results
Referred by: http://www.makingprofitspour.com
|
About the Author: Liz Walker RSS for Liz's articles - Visit Liz's website Ken Burgin and Liz Walker, Authorized Duct Tape Marketing Coach and Certified Marketing Automation Coach, are the Marketing Masters. They have written for small business for over 20 years and are the authors of This Man Wants to Wreck Your Kitchen and other business building tips from the Marketing Masters. The Buzz is a monthly ezine for small business owners who want simple, effective, and fun strategies to get more business, guaranteed. Sign up for free tips at www.marketingmasters.ca and download practical, free reports too. Click here to visit Liz's website Writing a Successful Sales Letter A Marketing Tool that Works Day and Night 247 There are millions and millions of web sites How is anybody ever going to find yours The NeverFail Recipe for Ads That Work Like Crazy How to Create Magnificent Marketing Materials |
Related Forum Posts
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Email Marketing Made Easy #11 - Avoiding Spam
Promoting your company and self with verve
A New Year in the Pharmaceutical Industry
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.



