All Posts Tagged With: "direct response"

Ever since a caveman scrawled the first advertising slogan on rock wall, three factors have influenced the profitability of any marketing effort:

The Right Message…
To The Right Market…
At The Right Time!

Unfortunately, many small businesses miss at least one of thse critifal factors. Heck, some overlook two or all three. The result is heaps of wasted money and squandered opportunities. Some businesses spend too much money on ego-feed image advertising, and not nearly enough on direct response offers, which are easy to track and evaluate. So, how you you change that?

Here are three ways to make the most of your marketing dollars:

Keep image advertising to a minimum. Sure, it’s nice to see a clever half-page ad in Sports Illustrated or the NY Times. But you never really know how effective it is? Does it lead to inquiries? Sales?

Test, test, test, especially direct response campaigns that are inexpensive. You can offer FREE stuff — reports, samples, coupons — or other response devices. Couple them with compelling copy that show you understand your target audience’s wants and needs. Connect with them, solve their most pressing problems and you’ll have a customer for life.

When you find a successful direct response offer, stick with it. Use every tactic at your disposal — autoresponders, email newsletters, postcards, phone calls — to stay relevant to your loyal customers.

Follow up is critical. Be persistent but respectful. If a potential customer tells you to back off, respect those wished. But don’t be shy about contacting leads if you have additional information that might help sway their decision.

A computerized system that methodically, repetitively and consistently follows up with your leads is the most cost-effective alternative. Otherwise, you might be spending too much time doing manual labor or, worse, wasting valuable leads.

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