Direct Response Advertising

Many business owners focus on advertising that is sleek, humorous, or visually creative. Just look at how many millions of dollars are spent every year on a one-time event – the annual Super Bowl. But some business owners are overlooking the most important and cost effective method for advertising: direct response advertising.

Direct response advertising or marketing is aimed at soliciting a response from your clients. It can consist of a variety of mediums – TV, radio, print or electronic. The focus of direct response is to capture the interest of the customer, provide a sense of a timeliness or deadline, and contain a call to action.

Look at the classic infomercial as an example: the ad generally features a representative from the company discussing the features and benefits of the product. Then they up the ante by bringing “typical” customers to share their experience. Finally, they offer the call to action – call to place your order and receive the product at a discount for the next 24 hours. There’s a sense of urgency that’s created – if you don’t call now you’ll lose out on a great discount.

 

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Direct advertising or marketing is considered one of the top advertising methods because it consistently delivers a high success rate. With this form of advertising, you speak directly to your clients or customers. You use this method to inform, build rapport, educate about your services and compel clients to do business with you.

While this method of advertising is effective, it’s not only because it sells product. Advertising aimed at initiating a response is useful because it creates brand recognition in the mind of the client. That branding is what generates a sense of trust and confidence in your business and your products.

Direct response is also productive because it educates potential clients about your business in a unique way – it gets their buy in or commitment, even if it’s just to find out more information. It’s an important part of building interest and traffic to your business, specifically on the internet. Direct response ads produce traffic to websites, it allows you to capture information about your prospects, and develop further advertising efforts around that information. 

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Direct Response Advertising Agencies

Not all advertising that initiates a response has to be hard-sell advertising. Many companies use email advertising campaigns that include a direct response link. If the recipient of the email responds, they will be signed up for monthly newsletters, get a free report, be entered in a drawing for a prize, attend a seminar, etc.

Direct response is also easy to measure success rates.  Once you develop a campaign, you base your success results on how much of a response you yield from the advertisement. It’s incredibly easy to monitor the costs used to develop the advertisement, compared to the total number of responses and the amount of sales that result. You can quickly calculate how effective and profitable direct response advertising really is to your business.

Direct response advertising can yield great success for your company or business. It’s a great way to build rapport with clients and generate interest, and it can be one of the most cost effective forms of advertising available.