Direct-Response Marketing – Three Reasons Why Direct-Response Can Boost Sales Almost Immediately

Direct-Response Marketing is often thought of only in its most basic form…direct mail.

But direct-response (or “DR”) isn’t limited to mail. It can be used for websites, email, print ads, case studies, brochures, and much more. DR copy is one of the fastest ways to boost your bottom line.

You do want to boost your bottom line, don’t you?

Here are three reasons why you should use DR marketing for your websites, emails, brochures, print ads, and any other piece of copy you can think of:

You know right away if an ad is working

Branding, by nature, takes time to be effective (if it’s ever effective).

Direct-Response, on the other hand, gives you immediate feedback. If you publish an ad on Monday, and aren’t getting calls that day, you know the ad didn’t work.

If an ad fails, you can kill it and never run it again.

Which leads to the next point…

It gives you more control

Branding can’t be measured because a brand ad isn’t asking for an action.

Because DR ads ask for action, you can measure the effectiveness of each ad and each medium.

You get to learn how much you are paying per customer, per lead, the cost per sale, and any other metric that’s important to you (such as the price customers are willing to pay).

Speaking of different mediums…

Once you find something that works, you can easily apply it to other mediums

One of the hardest parts of running a business is finding the benefits and sales messages that appeal to your customers.

With branding, you can never be 100% sure what’s working (because your goal is to expose people to your brand, not get an immediate sale).

With DR, you know exactly what’s working, and once you find a sales appeal that works, you can apply it to every medium.

Direct-Response also helps with product and service development. If you find that “fast results” sells more than “low-cost”, you can create products that help meet your customers need for speed.

There’s only one problem…

Branding ads are often very creative, beautiful, and a lot of fun to make.

But, you must always ask yourself…is the purpose of your ad to please people, or is it to make you money?

Would you rather hear people tell you that you’ve created a beautiful ad, or would you rather watch your bank account grow?

Are you ready to give direct-response marketing a try?

If you are, I have something that I think you’ll love.

Direct Response Copywriting – What Is the Big Idea? (It Is More Important Than You Think)

While it is true that people buy for emotional reasons and justify their decision with logical reasons. They also read ads to satisfy their curiosity. Especially when you pique their interest with a new and engaging idea.

The idea that Dove has one quarter moisturising cream so it won’t dry your skin out like soap can is actually a really intriguing idea.

To anyone who is looking for an alternative to traditional soap this idea of lather themselves in moisturising cream is very emotionally appealing. But the part I want to stay focused on right now us actually the idea.

The idea that the alternative is better than soap. It implies a better way – it will get someone curious enough to read the ad. Think back to the really early Ogilvy and Mather ads for Dove to understand what I am talking about. They were written by Ogilvy when he was at his most productive and did some of his best copywriting.

I have deliberately used a really simple example here. If you look at a lot of financial newsletter/ trading programs they all exploit the concept of a big idea brilliantly.

Many times it is a variation on the theme of “I have cracked a financial market” Such as the share market, commodities market or options market. They elaborate with “I know an exact system that brings order to an otherwise random and baffling thing” – the share market.

To anyone who is an active investor the idea that there is order to the financial markets is very appealing. They want to know more. They want to understand how somebody found a way to create this perfect system.

In this case there is added emotional appeal to the idea. The exact system implies that you can predict the stock market and therefore you’ll have an inside track to making big profits. The big benefit is implied.

If you combine a big idea with a strong emotional appeal in your copy, the opening of your copy will be much more compelling. As a result your response will be much higher than if you have only a strong emotional appeal in your opening paragraphs.

Many copywriters treat their readers as one dimensional. A ball of emotion, driven by either fear or greed. Only the most cynical of us think of the ‘real’ people in our lives this way. When you write copy you are dealing with the same real people you are trying to build a relationship with. So treat them as real people and they’ll reward you with more sales and better patronage.

The first thing you can do to more deeply engage your reader is to create a use a really compelling idea. An idea that will get your reader to stop and take notice of your promotion. Then introduce other related ideas through out the body copy.

The Five Keys To Handling Fear In Network Marketing

Here are the five keys to handling fear in a direct sales, or network marketing business.

1. People’s fear has nothing to do with this type of business. Some people are afraid in general. They carry their fear around like a badge. It may have to do with change, security, self-doubt, money and just life in general. Maybe their fear comes up in a discussion about starting a business like this because it represents something new. It is important to remember that people’s fear is often a pre-existing condition. You did not cause them to be afraid. You simply bumped into it.

2. Maybe people are afraid of network marketing taking over their lives. The only people who put a lot of time into their direct sales business do it by choice. The business has no power of its own. The amount of time someone puts into the business is determined by his or her goals.

3. Some people are afraid that getting involved in this type of business precludes other opportunities. This is especially true when one spouse wants another spouse to get a regular job. Not only does it not preclude having another job, it can also finance other personal and work-related activities. Having a regular job can be a great adjunct to being a rep for a direct sales company because the distributor then gets to interact with more people.

4. It is true that “old school” network marketing put friendships and family relationships at risk. This was because of some now outdated business practices. Fortunately, in this more contemporary business climate, relationships are honored in such a way as to render a fear in this department no longer relevant.

5. For people who are afraid of not making money, the responsibility is really their own. The people who make money treat their business like a business. People who dabble, who put in inconsistent effort, who do not acquire the skills usually do not make any money. Again, people are in control. Compared with other businesses, which often have much more exposure and potential financial risk, here there is so much to gain and so little to lose.

Let’s break down what this business is as a further attempt to dismantle the fear. Being a distributor for a network marketing company means being a spokesperson who recommends a company’s products and services to others. The company pays its distributors who sell to their customers. Many companies allow distributors to recruit others who are part of their organization. This sounds like such a great deal to me, that, frankly speaking, and knowing what I know, I might be afraid not to get involved in an opportunity like this!