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Casual Articles - How to Make Direct Response Work One Step at a Time
There is a dreaded and deadly disease embedded in too many businesses today. What is it? It is called APATHY or more specifically MARKETING APATHY. It is highly contagious and has become widespread among businesses. The symptoms of this disease are: lack of interest; lack of motivation; satisfaction with the status quo; lack of passion; complacency; passiveness; lack of follow-up and follow-through; and a general disregard for marketing activities. These symptoms create a formidable barrier to the success of you and your business. If you or others in your business suffer from any of these symptoms, then Your Strategic Thinking Business Coach urges you to try one or more of the top ten cures for MARKETING APATHY immediately!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the c
There are many reasons to jump into a franchise business, and most people can find success in a variety of industries. Different retail and service businesses can be designed to operate successfully through a franchise business. Still, not everyone has the wherewithal, stamina, and business mindset that is required for a successful enterprise. Do you have what it takes to be a successful franchisee?Franchising operates under a turnkey business system, allowing many people to enjoy a working business model at multiple locations. Franchise operations from cleaning services to fast-food restaurants are popular business ventures in today’s service and retail markets. Many of these franchise businesses are operated by peopl
Now, true - you may run the same ad more than one time in your paper over a period of a few months, and you may send out farming flyers or postcards to people over a period of time. But that is not what I'm talking about here, because each of those particular efforts is really a single-step process. You send out the piece, and prospects are supposed to call.
Now, while this seems easy and logical, it also has been proven over time to just not work. The real secret to direct response marketing is to use little, bite-size chunks for people so that they are responding to what is easy and non-threatening, allowing them to take little steps, one at a time.
For example, let's say you run an ad that says, "Do You Worry That Your Filthy Air Ducts Could Be Making Your Family Sick?" "If so, call. 1-800-000-0000, 24 hours, for a FREE recorded message to get a copy of an amazing report. It reveals the secrets of 99.9% pure indoor air your allergist will never tell you! Call NOW to get this eye opening FREE report!"
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the co
It is amazing the amount of competition and modern franchising today in the United States and starting in the rest of the world also. Competition in the marketplace is good for consumer prices and for customers, but when it gets ugly it serves no freeman. And it is amazing how quickly the competition can get very ugly.Franchising companies try to expand their brand name through out the regional area in order to compete in the marketplace for the largest percentage of the market here. The franchising is a method of rapid expansion with out huge amounts of capital outlay. A company like Starbucks has all company-owned stores and a company like McDonald's has mostly franchisees or independent business owners and some corpo
Now, true - you may run the same ad more than one time in your paper over a period of a few months, and you may send out farming flyers or postcards to people over a period of time. But that is not what I'm talking about here, because each of those particular efforts is really a single-step process. You send out the piece, and prospects are supposed to call.
Now, while this seems easy and logical, it also has been proven over time to just not work. The real secret to direct response marketing is to use little, bite-size chunks for people so that they are responding to what is easy and non-threatening, allowing them to take little steps, one at a time.
For example, let's say you run an ad that says, "Do You Worry That Your Filthy Air Ducts Could Be Making Your Family Sick?" "If so, call. 1-800-000-0000, 24 hours, for a FREE recorded message to get a copy of an amazing report. It reveals the secrets of 99.9% pure indoor air your allergist will never tell you! Call NOW to get this eye opening FREE report!"
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the c
Throughout the century, we have seen a lot of convergence in the market, and the marketers who markets a product to the market. The consumers in the market have become more technology savvy, and that is leading the marketers to use more sophisticated tools in marketing their products and at the same time, be more efficient at doing it.One of the reasons why Google is as successful as it is today is because it provided this sophisticated tool to the marketers. And at the same time, Google provided a better way to surf the internet to people… for free. In the traditional, pre Google era marketing world, marketers were reaching out to people to promote their products and services. Google connected the bridge between the people
Now, while this seems easy and logical, it also has been proven over time to just not work. The real secret to direct response marketing is to use little, bite-size chunks for people so that they are responding to what is easy and non-threatening, allowing them to take little steps, one at a time.
For example, let's say you run an ad that says, "Do You Worry That Your Filthy Air Ducts Could Be Making Your Family Sick?" "If so, call. 1-800-000-0000, 24 hours, for a FREE recorded message to get a copy of an amazing report. It reveals the secrets of 99.9% pure indoor air your allergist will never tell you! Call NOW to get this eye opening FREE report!"
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the c
If you are thinking of applying for a graduate finance job it’s often difficult to understand which area of the financial sector would suit you best. We’ve found eight popular areas that might appeal to you when applying for jobs.Audit – auditors are the referees of the financial world, they are responsible for making sure everyone follow the law as well as helping companies run their business more efficiently. They can either work for the company itself or an external firm. They carry out reports and assessments where about how the business can improve.Banking – it’s a big sector but investments banking as well as frontline customer roles are always popular for numerically minded gr
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the c
What when was the last time that you took a hard look at the effectiveness of your marketing programs and decided whether or not you were really getting a good return on investments from these efforts. Lots of companies develop habits on how they spend their marketing dollars, and since we’re all creatures of habit, it’s really easy to be comfortable with doing the same thing over and over and over again. Albert Einstein said that the definition of insanity is doing the same thing over and over and over again, expecting a different result. The question I have for you is as follows: What is your company doing to measure its marketing results and objectively assess whether or not you’re getting what you’re paying for from them?<
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the copy of your ad. The copy is, then, the next step, keeping people interested enough to follow through and call the 800#.
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they
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