Direct response marketing is a type of marketing that demands an action, so the reader of the ad takes the desired path the advertiser as intended for them. Unlike other types of marketing, the advertiser using direct response can see results immediately after the advertisement goes live. You can literally see results in hours if not minutes after the ad is delivered. Every Direct Response ad includes a call to action so the consumer is guided to take the desired action.
Direct Response marketing can be found in all different types of marketing and advertising like TV, Radio, Newspaper, the web, social media and the list goes on…. By creating an irresistible offer, the advertiser’s goal is to guide the consumer towards taking a desired path and take action right there while the advertisement is being consumed. Unlike branding, where the advertiser goal is to reinforce their brand image, and is a tactic used for long-term gain, direct response, on the other hand, is a salesman in print and the only goal is to produce a desired action like a sale…
What Are the Building Blocks of Direct Response
Advertising that supports direct marketing is developed with the sale of a product in mind while the ad is being delivered. Direct response is intended to produce an action, and feedback otherwise it has failed. A typical direct response ad usually includes the following:
- An Offer
An “offer” is a combination of factors and goods that makes a complete bundle bring the consumer to buy today. The “offer” can be the product itself, the grouping of products together to make the “offer” more irresistible, the guarantee accompanying the product itself to remove any resistance from the transaction for the buyer and all other features. Very often, the aim of the offer is to remove any objections that the buyer may have and to lead him to take the next action.
A direct response ad must have enough information for consumer consideration and immediate acceptance of the offer. It must convince the reader to take immediate action. As a rule of thumb is “The more you tell, the more you sell.” The average time to catch a prospects attention is four sec., so “Hooks” or “headlines” are the most important part of a direct response ad. “David Ogilvy” once said that once you have written your headlines you have spent 80 cents on the dollar. Thus the message must be personalized, relevant, and persuasive.
Every direct response ad includes a clear call-to-action. Compelling consumers to do something specific. A few common examples are
- Using Coupon.
- Click on the link below
- Contact us immediately
- Subscribe to our monthly newsletter
- Share an image/article/ad with your friends
- Download a free trial
- Sign up to our mailing list
Typically advertisers must include only one call-to-action per page or advertisements. Advertisers and marketers often use scarcity urgency and hurry their audience to act as quickly as possible, almost impulsively with an expiration date on the offer to motivate the user to take action while reading the ad.
Starting your direct marketing journey is now as easy as possible. You just need to define a clear and compelling offer, include valuable information about your products or services, and provide means for a direct response via call-to-action. Once the strategy is done and ready to be delivered, you can set up a direct marketing campaign on a web platform and modify it accordingly. Direct response is ideal for small to medium sized business.