Day 25: Traditional marketing vs. direct-response marketing
Published: Thu, 06/16/16
Toss aside all the fluff and far-fetched ideas, and you’re left with two choices when marketing …
The desired outcomes for both may be similar, but their approaches are completely different.
The first is what’s referred to as “branding” or “traditional marketing.” With this option, you get the word out about your product or service to drive sales. Your goal is to make sure as many people as possible think of your offer when they need it.
Most promotional activity falls into this marketing-to-the-masses approach. (Think big brands such as Nike, Pepsi, Microsoft and Apple.) As you can imagine, the process is costly and time-consuming.
On the flip side is direct-response marketing. With this approach, you target specific prospects and then persuade them to take a measurable action. Sometimes that action is a sale. Other times you might offer a trial or ask people to request information, visit a web page or download a report.
Your goal is to create a measurable relationship between your budget and an identifiable result.
Direct-response marketing is unique in that buyers have contact with sellers. No intermediaries are involved, such as when you buy a Pepsi 12-pack from your corner convenience store or a pair of Nike shoes from Foot Locker.
Also, just as with branding, you use direct-response marketing with all types of media, including television, radio, snail mail, email, newspapers, magazines and the Internet.
The key to getting response is increasing your marketing’s relevance to a select audience.
Here are the four most critical keys to boosting your chance at success:
1. Target the right audience. Often known as your “list,” the people you pick to market to represent your best chance at response. No other element in a direct-response campaign is as important as your list.
The better you target your audience, the higher your potential response rate. You waste time and money communicating with people who don’t desire (or have a need) for your product or service.
But when you communicate with people who already have an interest in what you offer, you immediately put your product or service closer to a sale.
2. Use an appealing offer. Your offer is the engine that drives response from your audience. For best results, make sure it appeals to your prospects’ need for personal gain.
After all, peek inside their brains and you’re guaranteed to see at least one question:
What’s in it for me?
We’re hard-wired to seek solutions to this question. So when you provide answers, desire for your product or service grows.
3. Pick the proper format. You have many media choices when bringing your message to the marketplace. Choosing the right one depends on your audience.
In some cases, you may need to demonstrate a product. So use a visual media such as television, direct mail or a print advertisement. Demonstrations are powerful because they allow prospects to mentally experience your product before buying it.
Remember, your target audience must also use the communication vehicle you select. So if you want to introduce your new oven-cleaning solution to housewives, setting up shop at a weekday tradeshow probably isn’t your best use of resources.
4. Create compelling copy. Your copy is the written or spoken words that make up your marketing message. Creative elements such as graphics and diagrams also fall under this category.
The most effective copy attracts attention, maintains your prospective buyers’ interest and then motivates them to take action. You can often boost response by creating a sense of urgency with a deadline or limited-time offer.
Of course, generating a sale isn’t always your copy’s first objective. You may need to verify interest first -- and then pitch your product or service.
Talk soon,
Tom
NOTE: This is Day 25 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
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