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 [...]
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.
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.”
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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