Direct Response Strategic Marketing Campaigns

Direct Response Strategic Marketing Campaigns

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Direct Response Strategic Marketing Campaigns

Hi, my name is Tony Seruga and I am here to talk today about three simple words that have the power to generate obscene sums of money for you and your business.

So, what are those three words?

Direct... Response... Marketing...

The bottom-line is that most small business's advertising and marketing sucks.

It's horrible!

It's horrendous!

And the sad fact is that they are wasting enormous amounts of money because unfortunately, everything the small business owner knows about advertising is TOTALLY WRONG!

If you look around, almost every ad you are exposed to is the opposite of direct response marketing.

They are what we refer to as Madison Avenue advertising.

Or, in other words, no accountability advertising!

These are the type of ads the BIG BOYS use, wasting hundreds of millions of dollars, heck, BILLIONS of dollars each year.

That's right, I said WASTING BILLIONS...

You'd think the Fortune 500 big wigs would know better, right?

Especially if you're from the school of thought that you should emulate successful businesses.

So in the future, you should always keep in mind, from this day forward that if you see a big business doing it, it doesn't necessarily mean it is right for you and your business.

Because I am here to tell you that Madison Avenue type advertising, also known as institutional style advertising is a HUGE mistake because such ads do not direct the user, reader, viewer or listener to any intelligent action or buying decision.

For a small business owner to waste money on image, brand and presence is a crime.

Rather, what if every ad dollar spent, was instead "invested"...

Moved from the expense column, over to the income column?

Well I and my colleagues advocate doing just that by ONLY employing direct response advertising.

So, what exactly is direct response marketing?

In one word it is "salesmanship!"

Salesmanship in print or in broadcast; whether a direct mail piece, newspaper or magazine ad, web page, Internet video, podcast, mp3, DVD, radio ad, or...

One version that personifies the very essence of direct response marketing...

The infomercial!

Love them or hate them, you can't argue the fact that they are a BILLION dollar Industry.

And they are getting more and more affordable to small business owners, who are creating their own infomercials and airing them on the Internet to the thousands of online video sites.

But that's a whole different article.

Direct Response Marketing's name is sort of self-explanatory. Its mission is to evoke an immediate response or action...

Maybe a website visit, a telephone call, an optin, an order.

Direct Response Marketing tells a complete story.

It is a $300 billion dollar a year business that has evolved during the past two decades from an entrepreneurial Industry to one that has finally encompasses the marketing efforts of a vast majority of Fortune 500 companies, although their use of Direct Response Marketing is still in its infancy.

Direct Response Marketing has the ability to reach and affect the audience like no other form of advertising can.

It presents factual, specific reasons why your business, your product or service is superior to all others and is the ONLY logical choice.

It differs from the rhetoric and conjecture of Madison Avenue advertising.

Because Direct Response Marketing is salesmanship in print and via broadcasting, it makes a complete case for your business. It over comes objections.

It answers all of their major questions and it makes a promise of performance or results.

And it usually backs those promises with a risk-free guarantee.

Direct Response Marketing is one of the most effective ways of bringing your products and services to the end consumer, or even B 2 B.

Direct Response Marketing involves four key elements.

1. An offer

2. Sufficient information which allows the viewer to decide whether or not they want to act.

3. A call to action.

4. A way to respond.

That can be a website URL, a telephone number, and email address, and order form.

Direct Response Marketing compels readers, viewers or listeners to take action and when used effectively, it compels multitudes of super, uber qualified prospects to optin, call, contact or buy.

And here is the BIGGIE!

With Direct Response Marketing, you can analyze the profitability and performance because it produces returns and actions that you can track and compute.

There is complete accountability!

Madison Avenue advertising offers no such results or tracking.

If you are currently using Madison Avenue style advertising, you need to immediately change to Direct Response Marketing style ads.

Give your prospects information that is important to them, not to you.

Give them facts and performance capabilities of your product or service.

Explain your guarantee.

You must give your prospects concrete reasons why your product or service is superior to your competitors.

Direct Response Marketing is so effective because what mainstream advertising has not figured out yet, is that your prospects could care less about your ego, what YOU think is important or about your motivations.

They only care about the result using your product or service will bring them. How will your product or service save them time, effort or money?

How will your product or service change their life?

Improve their quality of life?

Then tell your prospect EXACTLY what action to take.

Remind them of your risk free guarantee.

But ALWAYS tell them what the results are that they can expect from using your product or service.

By providing your prospects with the answers to these kinds of questions, you and your business will absolutely OWN your market.

You'll slay your competitors.

Many business owners make the mistake of thinking that Direct Response Marketing is limited to mail order type promotions.

Direct Response Marketing can and is used to sell everything from $500,000 computer systems, to magazine subscriptions and everything in between.

Real estate, yachts, cars, wine, furniture, clothes, shoes, jewelry, you name it!

From businesses everybody knows like TV home shopping channels, QVC and HSN, Home Shopping Network to catalog sellers like Lillian Vernon, Skymall and J Petterman, to businesses like the Fruit of the Month Club and who could forget Columbia House and Time Life Books.

But I am also talking about the owners of brick and mortar businesses.

Businesses with a retail location, a store, a showroom or office, a car wash, a dry cleaners, a restaurant, a flower shop, a dental practice, house painter, plumber, accountant, surgeon, chiropractor and even the shoe shiner and candle stick maker!

They all can effectively use Direct Response Marketing.

And Direct Response Marketing can be used to prospect or to generate sales.

And get this... Direct Response Marketing brings measurable results and all at a fraction of the cost of traditional Madison Avenue methods.

With Direct Response Marketing you will not find a safer, lower risk, higher profit method of increasing you businesses profits.

With Direct Response Marketing every penny is accounted for allowing you to track and scale what is working like never before.

I would like to offer you and your business a radical prescription for change.

And if you really get it, you'll be smacking yourself upside your head for not "getting" it sooner.

And you'll never look at an ad, sales page, and commercial, the same way again.

About the Author:
To learn more about how you can incorporate Direct Response Marketing into your business, simply begin following Tony Seruga at his Facebook page: http://www.TonySeruga.com/facebook



Article Originally Published On: http://www.articlesnatch.com


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