Direct Response Marketing

Written by Marketing Team on February 15, 2010 Categories: Direct Response Marketing, Services

Direct response marketing

The Success Formula for marketing for businesses that works!

For most business owners, marketing is akin to an annoyance - something they know

they have to do, should be doing, but are ‘too busy’ to pay any real attention to.

They are too busy working ‘in’ the business rather than ‘on’ the business.

“As a Business Owner, You Will Make Far, Far More Money Marketing the Thing Than You Will Ever Make Doing the Thing.”

You’ll have a lot more FUN!

Placing a well-crafted ad in the local paper or the Yellow Pages, or sending out a newsletter to clients and hearing the phone ringing off its cradle!

Direct Response Marketing.

What does direct response mean? Simply, marketing falls into two distinct categories:

Image (sometimes called Brand) Marketing or Direct Response Marketing

‘Branding’ is something companies do to rapidly lift their ‘recognisability’ in a global or

national market. It is incredibly expensive, but worse than that, its results are difficult, if

not impossible, to measure.

Direct Response, on the other hand, is the only kind of marketing that any small

business should embark on. Why? Because it’s the only kind of marketing that’s measurable and accountable .

As a small business owner, you should be able to measure precisely the cost of a particular

marketing campaign versus the revenue it generates. And you should be able to measure it •

down to the very last dollar.

Now, the name ‘Direct Response’ means exactly as it says; you place an ad, or send out a

sales letter, and you can measure the direct response to that ad or sales letter. And there are very easy ‘tricks and tools’ you can use to make that a straightforward task.

I’ll get onto that shortly, but first, the crucial, ‘must-have’ elements to any successful Direct

Response marketing can be summed up in a simple, proven formula. This is a formula used •

by the best Direct Response copywriters all over the world, and it comes down to the rather

awkward-looking acronym A.I.C.P.B.S.A.W.N

A = Attention. If you don’t get their attention, you’ve failed before you start.

I = Interest. If there’s nothing to interest them, they won’t read further.

C = Credibility. If you’re not credible, why would they buy from you?

P = Proof. Can you prove that what you say is true?

B = Benefits. What benefits does your prospective client get?

S = Scarcity. Unless there’s some form of scarcity, why should they buy NOW?

A = Action. You have to tell them what to do to get the benefits now.

W = Warn. And you should warn them what they’ll miss out on if they don’t.

Direct Mail alternatives and initiatives

We provide marketing services to create marketing campaigns for direct mailed letters to your targeted prospects. We can assist you to create a campaign that contains one or more of the following components;