Is Direct Response Marketing Right For Your Business?
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Is Direct Response Marketing Right For Your Business?
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The great Seth Godin talked about the three types of advertising, which includes direct response marketing. What advertising strategy should you use if you have limited budget? What are the benefits of direct response marketing and when should you use it? We'll answer all these questions here.
Transcript of Is Direct Response Marketing Right For Your Business?
Is Direct Response Marketing Right For Your
Business?
According To Seth Godin, There Are Three Types of Advertising
1. Direct Response Advertising2. Truth Advertising3. Demand Enhancement Advertising
If Your Business Has A Limited Budget, Which One Should You
Use?
First, Let’s Define The Three Types Of Advertising According
To Seth Godin
1. Direct Response Advertising
• Works the same way as old school mailers• Designed to elicit a specific action• Today, direct response advertising is done via
virtual channels – email, social media, etc.• It can be targeted based on geography and
demographics making it more effective and efficient
• If done right, it leads to immediate results• The entire process is measurable – from
unopened emails to actual conversions• Easily replicable
2. Truth Advertising• Advertising that tells a story, advertising
about belief and not necessarily action• Example: m&m’s “Better With M” campaign• Truth ads are great for branding, given three
conditions:1. You already have a recognizable brand or
product2. You have enough money to release ads
regularly3. You don’t mind not being able to have
measurable direct communication between your campaigns and your audience
3. Demand Enhancement Advertising
• All about persuasion• As per Seth Godin: “Ads that remind us
that on a hot day, we’d like a cold drink”
• Example: Sprite’s Beach Shower Installation
• It is hard to measure• Works only if you already have a
recognizable brand or product • It can cost a lot of money
Back To The Question:
If You Have Limited Budget, Which One Should You Use To Earn Profit?
The most logical step would be to choose a marketing strategy that gives you the most efficient
use of the ad dollar and offers immediate results
That means…DIRECT RESPONSE ADVERTISING
Here Are A Few Pointers For Effective Direct Response Advertising
• Be clear about what you want them to do (but maintain a conversational tone).
• Use a benefit-oriented headline.• Keep the process simple.• Emphasize urgency.• Set your success metrics.
Your Seriously Simple Marketing Hack
1. Scan through all your advertising materials, specifically your squeeze pages or your sales pages. Would you say that they’re more branding oriented or direct response?
2. Does it follow the guidelines mentioned earlier? (If it doesn’t, create a version that does!)
3. Split test it and track the difference.
For More Information Visit:
www.SeriouslySimpleMarketing.com
