Most advertising and promotion is a waste of money. Instead of applying tried and true direct response advertising methods and asking prospects to take a series of baby steps, most advertisements ask prospects to take a giant leap of faith and call for a free consultation. To your prospect, this is a risky ordeal. They [...]
I’ve talked previously about why you should use direct response marketing – specifically, because with direct response marketing, there is no guesswork. You can test everything, measure your results, and choose the methods that get the best response. Internet marketing is no different – it’s just direct marketing on the web.
In a previous post, I talked about How To Create Your 2008 Business and Marketing Plan. In this post, I want to break that down a bit further and discuss marketing campaigns. What is a Marketing Campaign? A marketing campaign is a series of steps designed to achieve a specific result. Think of it as [...]
In my last post, I talked about how easy it is to assume you know what your prospects and clients need. In this post, I’d like to talk more about assumptions in advertising. For most people, advertising is a waste of money. I’ve gone over some of the reasons why your advertising might not be [...]
In my last post, I discussed why you should test your marketing materials and how you shouldn’t presume to know what your market wants – you should let them tell you. In this post, I’ll talk about the many parts of your ad you can test to improve response rates.
Many real estate agents are marketing dabblers. They try something (put up a website, send out postcards, advertise in the local paper, run a tv or radio spot, send a newsletter, etc), see it doesn’t work as well as they’d like, then move onto something else. They never stick with it, nor do they ever [...]
In my last post, I outlined what an offer is and some common mistakes real estate agents make when crafting their offer. In this post, I’ll talk more about the four types of offers: soft, hard, negative and deferred.
You’ve probably gotten mailings that tell you things like: “You may have already won $10 million.” “Buy one – get one free.” “Free personal organizer when you subscribe to our magazine.” “Call today for your free cd.” “Bring in this coupon and save $25 on purchases of $75.”
In my last article, I described how most people advertise and some of the problems with it. In this article, I’ll talk more about the components of direct response advertising. The entire point of direct response advertising is to get the prospects that are most likely to buy your services to take a desired action. [...]
With this post, I’m going to start a series on direct response advertising and why it is superior to traditional advertising (aka image advertising or institutional advertising). Direct response is a concept that you can apply to your advertising, mailings, website and virtually every promotion you do that is specific and measurable.
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