Direct Response Best Practices 021015
-
Upload
derek-spalding-mba -
Category
Documents
-
view
121 -
download
0
Transcript of Direct Response Best Practices 021015
Direct Response Best Practices
Start with Why
Why Are You HereStart with Why
Why am I here?Why are you in this meeting?
It’s Not about What You Sell
“People don’t buy what you do, they buy why you do it.” – Simon Sinek
It’s about Why You Do It
Why Don’t People Respond to a Message?They start with “what” they do• What – We Offer Professional
degrees/certificates to improve your career (Product)
• How - Our programs are 100% Online (USP)
“People don’t buy what you do, they buy why you do it.” – Simon Sinek
Start with Why• Why – We change people’s lives (Motivation)• What – We Offer Professional
degrees/certificates to improve your career (Product)
• How - Our programs are 100% Online (USP)
Direct Response at its Basics:
Attention: Capture the prospect’s attention How will customers find my product offer?
Interest: Maintain the prospect’s interest What information/tools do they need to make an
informed decision? Action: Move the prospect to a favorable action
What actions do I want them to take? (signup for a 14 day trial, subscribe for a price alert)
Direct Response (How)
-Ed Mayer, 1960’s
Overcome Friction, Doubt, or Concern Scarcity Bandwagon Effect Current Events Different offers for different parts of sales funnel
Direct Response (How)
Direct Response (How)
Offers Use High-value Formats
(whitepapers, Webinars, on-demand videos)
Write Amazing Titles for Offer Promise benefit they’ll receive Pose a threat + solution Ask a compelling question Exploit desire for new
information from respected source
Direct Response (How)
Things to Avoid Corporate
gobbledygook Not Delivering on
Promise Being Boring, engage
your audience Less is More Leaving out Social
Sharing Opportunities
Features – The What 100% Online Regional Accreditation Traditional University Ranked Tier 1 Career Advancement
(result)
What Drives Behavior
Benefits – WIFMs Convenience for a busy
life Reputation of academia Respect from employers Stand out from the rest Job Security/Safety
“People don’t buy what you do, they buy why you do it.” – Simon Sinek
Group Activity Pair up into teams
Create your own Golden Circle for a Brand, a Product, or Yourself
Start With Why
“People don’t buy what you do, they buy why you do it.” – Simon Sinek