10 Vital Parts to Direct Response Advertising

advertDirect response advertising can be the fastest and most cost-effective way to up your sales, especially if you’re a small business. Here are ten things you need to put into any effective direct response advertising campaign.

 

1. Prominence

Make your offer stand out; put it right at the top of your copy and/or in the subject line of your email. Your goal is to catch the readers attention right away, even if they’re skimming past it. Social media is full of information so make if your offer is buried in text it will be missed.

 

2. Strength

An ad that best catches the attention is most effective, and a strong offer better catches the attention. Giving away a free dinner is stronger than giving away a free dessert. Obviously there are limits, so a little cost-benefit analysis will help you figure out how far you can go.

 

3. Relevance

Marketing 101 is to know your target market. So make your ad relevant to them. A free weight loss  consultation is more relevant, and therefore more appealing, to someone looking into gym memberships than a free lifestyle consultation.

 

4. Diversify

Everyone processes information differently; some people are more linguistic or logical or spacial than others. The same meaning presented in different ways can have varying affects, a person who will respond to “50% off” may not respond to “half price”. Switch up the message and you’ll get more people paying attention.

 

5. Demand

If your ad doesn’t demand a response, you aren’t using direct response advertising. Make the customer like, share, follow or give you an email address.

 

6. Ease

Direct response advertising is all about getting a potential customer to react to your ad, so the easier you make it for them the more likely you are to get a reaction. Again you can face limits here, industry dependent, but you’re more likely to lose a customer to a three page form if only a name and email address would do.

 

7. Track

Data is incredibly useful in marketing; the right message needs to be in the right place at the right time. Direct response advertising allows you to track where your sales are coming from. Not only does this let you make future campaigns more successful, but you can divert resources of the current campaign to maximize its effectiveness.

 

8. Measure

Being able to immediately check on your campaign’s effectiveness is another big advantage to direct response advertising, especially if you’re running multiple ads simultaneously. If an ad isn’t working, drop it and don’t waste any more resources.

 

9. Review

Being able to track and measure your responses is great, but make sure you review all the data you have. Sometimes the obvious change isn’t the correct one, so contrast new data with the old to highlight where you’ve made real improvements.

 

10. Brainstorm

Even if you’ve been doing something right, customers get bored with the same old ads. New ideas are always good; brainstorm, test them out and change as necessary.