Direct response advertising is by far and away the most efficient form of advertising. Why? Because you can measure its effectiveness with one simple questions…did your prospects respond? No need for surveys or focus groups. Just check your mail, phone messages or website for orders or inquiries. Converting prospects into customers, however, is a little harder…but not much. Think of your direct response advertising program as a three legged stool. Each leg of the stool supports the other, and the whole thing comes crashing down if one leg is absent.
Why should prospects respond? What’s in it for them?
Whether you are using print, broadcast media, social media, direct mail or internet ads, you must entice your prospect into making contact. Making an engaging offer, suitable to your business that separates you from your competition is the first leg of your direct response advertising program. The offer could be a discount on specific services, a limited time offer, a free trial period, or free merchandise. You can also offer an invitation to an open house, seminar, facilities tour, or financing incentives.
Your offer does not need to be expensive for your firm to implement. Free merchandise can be any premium from a pen to a calendar to a tote bag. Just make sure your logo is on the item. Discounts on services could apply to consultation time as well.
Don’t make prospects think. Make responding a no-brainer.
Giving your prospects enough information to make them feel confident in acting quickly and without hesitation is the second leg of an effective direct response advertising program. Hesitation on a prospects part means you’ve made the decision too confusing, and you will not get a response.
Do not assume that your future customers understand your business. You may live and breathe personal injury law, for example, but consider how seldom your prospects need such services. Spell out what you can offer a customer or client.
When explaining your business:
- Steer clear of industry jargon, acronyms, or slang.
- Avoid restating mission statements or corporate slogans.
- Be clear about what a customer actually receives from you, whether it’s wise legal counsel, an education, or brake pads.
- Keep your message focused on the benefits of responding to your message.
- Remember to make it about them and their needs. Emotional connection with the message not rationalization is what drives a buying decision.
How will prospects respond and how will we track it?
You must provide an easy method for customers to respond to your offer. This is the third leg of a productive direct response advertising program.
Make sure the offer is attractive, and the information is sufficient for them to make a decision to contact you. Can prospects find your toll-free number? Can they e-mail you? Is there a special website they should visit? If you don’t provide a ready and easy means of response that prospects can use within a minute of processing your advertisement, they will discard your offer for something easier.
For print media, use business reply envelopes or postage-paid reply cards. For broadcast, use a telephone number or a web address. On social media, having a clickable URL is good; having a telephone number and physical address is better.
Tracking direct response advertising directs your media buying. It is critical that every dollar spent provides a good return, and that every ad run is tracked for its effectiveness.
The offer, the call-to-action, and the response/tracking mechanism, together the three support your direct response advertising program. This program will firmly support your goal by giving prospects an enticing offer, thorough information, and a fast way to respond.