Daily Archives: November 27, 2011

emotional direct response advertising « Vincent Bass's Blog

by

1

Marketing Mistake #5

11Mar

Marketing Mistake #5

Using Institutional Or Image Advertising

 

Advertising is simply the process of letting others know about your product or service. Institutional or Image advertising is the type of advertising most companies, large and small use most often.

While this type of advertising can alert the market to the fact that a product exists, it does very little to create a desire in the minds of the buying public to own the product, or at least inquire for more information concerning the product.

A better, more effective and more cost-efficient form of advertising, is called “Direct-response” advertising.

The idea behind this type of promotion is to get the reader or viewer to take some specific action. Either make a call, pay a visit to where the product or service can be seen or purchased, or perhaps, to send in a reply mechanism.

Institutional or image advertising is fine if all you want to do is promote the image of your company, your products, or the services you offer.

But when you consider the fact that your client or prospect couldn’t care less about your company or the fact that you want to sell them something, it adds up to a big waste of your money… money that could be better utilised elsewhere.

It’s true that institutional or image advertising can help build “brand-awareness.” And that’s okay for large corporations that have multi-million dollar advertising budgets. But most small or medium size businesses simply cannot afford to spend their advertising dollars that way.

Most institutional advertising is not customer-focused. Instead, it promotes how great the company paying for the ad is. And since there is no call to action, at best, the results this kind of advertising produces are deferred results.

For the most part, people don’t care about how great your company is. They really care more about what a particular product or service can do for them.

They have their own wants and needs that they want to satisfy, and they will only buy what you are offering if you can show them how your product or service will satisfy those wants and needs.

That’s where direct-response advertising comes in.

This type of advertising shows the viewer or reader the advantages your product or service can provide her and let her know exactly what steps she must take to either get the product or service, or to get more information about it.

It’s designed to present enough information to give a compelling and immediate reason for the viewer to take some specific action. To send in a coupon, pick up the phone and call for an order or more information, or to stop by your place of business.

 

Direct-response marketing will bring in more response, more inquiries and more dollars than any other type of advertising or marketing.

And the results will be accountable, trackable and measurable. That is, you will be able to quantify exactly how many dollars you pay out for your marketing efforts, where your results come from and how many dollars you bring in as a result.

Direct-response advertising is simply the most effective type of marketing for most businesses, and effectively used, can bring immediate profits to your bottom line.

(You can easily subscribe to this blog – see the subscription box in the top-right-hand corner – in order to get instant update of new blog posts…)

via emotional direct response advertising « Vincent Bass’s Blog.

How to Get Heaps of Hungry Clients using Emotional Direct Response Marketing | Mal Emery – The Millionaire Maker

by

3

How to Get Heaps of Hungry Clients

Here I’m going to analyze advertising mistakes that I believe 98% of all business owners are making so you can understand and avoid the same pitfalls.

In short, my “Rebellious Rant” contains practical explanations of what and how you need to build your business through more profitable sales.

I know you don’t need a bunch of theory. What you do need are marketing tools that work… and that’s what you’ll find in the following information.

Marketing’s biggest task is to persuade prospects to visit you online or off so you can present your offer. When you do this right, your customers come to your business and give you their money without a lot of selling.

That is the very essence of marketing.

So… How do you define marketing? Marketing is the process of making your prospect favorably inclined to making a purchase from you without you having to rely on the dreaded hard-sell.

That’s why I choose to write mainly about marketing, not selling. If you do the marketing right, you can leave the hard-sell to the late-night infomercial producers. Besides, no on likes to be hard sold.

I read that the typical prospect shops at an average of three different businesses before they make a decision to buy. That means, on the average, you have only a 33% chance of landing a customer once they walk into your business.

But the secret is, to not just have an average business… but to build an EXTRAORDINARY one.

If you’re only converting 33% of the customers that come through your door, you need my help.
Why?

Because if you’ve done your marketing right, 80% of the serious buyers that contact your business should buy from you.

Take a moment and imagine what it will mean to your bottom line if you more than double, nearly triple the number of sales you make…

It’s not only possible but also likely if you follow my advice.

Direct Marketing Concepts

I base my marketing on what’s called direct marketing concepts. This may alarm you if you’re an online marketer, but it shouldn’t.

There’s a difference between direct marketing and direct mail. Direct marketing has to do with the techniques, not the delivery method.

Direct mail is simply a sub-set of direct marketing.

Don’t Reinvent the Marketing Wheel…

Direct marketing ideas have been tested and proven to work over a long period of time. They are concepts that have been around since the 1800′s and are still being used today by very savvy and wealthy marketers.

Direct marketing’s birth occurred as early as the late 1800′s. A man by the name of A. Montgomery Ward made a small investment and rented space on an 8 x 12 printed sheet – this was the first Montgomery Ward “catalogue.”

Sears & Roebuck followed suit with their direct mail catalogue. Today there are thousands of specialty mail order houses around the country.

Direct marketing has expanded to include direct mail, mail order, telemarketing, radio, newspaper, television, and the Internet. All are involved in direct marketing.

The key ingredient with direct marketing is the direct response tool and emotion. Here direct response marketing takes a dramatic turn away from traditional marketing and traditional advertising.

Direct marketing calls for some type of action to be taken by the prospect. (ACTION here being the key).

The prospect in some way will have to do something – request more information or place an order immediately.

Have you noticed all of those infomercials on TV? This is all emotional direct response marketing. They are trying to get you to take some kind of action today, this minute, right NOW!

Institutional advertising is just the opposite. The prospect isn’t asked to do anything. Of course, the advertiser hopes they will… but they don’t ask.

That’s why I refer to business owners and “advertisingvictims”. Basically they might as well flush their money down a toilet.

Watch the ads on TV – most of the time you don’t even know what the ad is about until it’s over. Sometimes you have to watch it a few times to figure it out!

Only this week a new client showed me a TV commercial that cost him $30,000 with literally ZERO response. The cost of ignorance is always more than the cost of education…

Look in your newspaper, your local community paper, look at ads in magazines – most of these are institutional advertisements. There is no call to action and usually no compelling reason to do business with the advertiser.

Now look at your own ads. If you’re new to this then I’ll bet they’re institutional…and I bet they aren’t working
for you.

Well even if they are working, they’re probably working in spite of you anyway…

Big companies with big ad budgets can afford to run these types of ads, and in some cases this may make sense.

However, if you are running a small business it’s not an option to copy these big companies. But what you can do is focus on direct marketing methods in your advertising because you need an immediate response!

If your advertising and marketing does not have some kind of call to action in it, you have failed before you started.

In my next Rant I’m going to reveal…

8 Tips For Capturing Contact Information

So keep an eye on your inbox for it!

All the Best,

Mal Emery

via How to Get Heaps of Hungry Clients using Emotional Direct Response Marketing | Mal Emery – The Millionaire Maker.

11 Secrets to Direct Response Marketing | WebProNews

by

1

| May 19, 2003 @ 10:13am

Secret #1: Marketing Is Everything…Here’s Why!

From the first day you got into business, you were taught that knowledge about what you do was what you needed to become successful. That your “professionalism” will be the key to success. That people will come to you once they hear about how “good” you are. You were probably given the age old “wisdom” that says if you build a better mousetrap, the world will beat a path to your door! “Yeah, right!” Which brings us to our first, and possibly, most important point: Knowing how to get customers, clients or patients is infinitely more important than any other knowledge you may attain!

Secret #2: If You Want Your Phone To Ring, Your Advertising Must Get People’s Attention…And Arouse Emotions!

If you remember just one secret from this article, remember to follow this proven five-step formula in every bit of marketing and advertising you do: 1. Get Attention! 2. Arouse interest and emotion. 3. Tell an interesting story in a believable way. 4. Offer an incentive to take action…NOW. 5. Ask for action, and make it easy for people to do it.

Secret # 3: Typical Yellow Pages Ads Get Typically Lousy Results!

Another example of boring advertising is found in any Yellow Pages anywhere in the country. Most Yellow Pages ads are just a big blur! They all look exactly the same and do nothing to get anyone’s attention! Can you spot one truly noticeable and different reason why a prospective customer or client or patient would be motivated to pick up the telephone and call one of the companies listed? The problem? Yellow pages “advertising” like this is just one big blur of sameness. There’s nothing unique. Everybody looks the same and says the same stuff. You could literally swap names and phone numbers on the ads, and no one would even know the difference! To be a successful advertiser and marketer, you must always remember that…People Don’t Read Ads That Look Like Advertising and Sales Pitches! The Secret Is All In The Headlines and Topics You Use!

Secret #4: News-Style Advertising Gets Up To 500% Greater Response Than Image Advertising!
Yes, you read that right. It’s a proven advertising fact… News-style advertising gets up to 500% greater response than color brochures, business cards, and all other forms of product or image advertising. Do you know why? News style advertising doesn’t look like advertising! It looks like news. Very few people read advertising….but a lot of people read news and other stories. If It Looks Like Advertising, Most People Won’t Read It.

Secret #5: Here’s The Amazing Advertising System That Attracts Qualified, Motivated, Interested and Ready-To-Do Business ProspectsWithout Any Wasted Traditional Advertising Or Cold Marketing!!
Here’s some common sense that seems to be missing in most businesses: You should never advertise or prospect to anyone who isn’t a likely to buy customer in the very near future. We find that the highest profit system is to generate leads who are interested, and then do follow-up marketing to the leads that express interest, and to them ONLY! What better list could you mail to (other than your past customers) than people who have responded to your offer (usually free information) and said, “Tell me more, I’m interested.”? This kind of list, (when marketed to properly with the right kind of killer advertising copy) can yield results and profits beyond anything you’ve ever imagined!

Secret # 6: Make It Easy And Non-Threatening For People To Respond To Your Emotionally Driven, News Style Ads!

One of the most amazing things to us is how many advertisers make it hard to respond to your ads. With traditional, boring, cute and clever advertising, it’s rare indeed to have someone want to respond. But, on that rare occasion, you make it even harder for them to respond by doing things like not having a toll free number they can call, or a 24 hour free recorded message attached to a toll free number, and so on. Real live testing has shown that virtually in all cases, where someone ran tests offering the exact same things in their ads, with the only difference being a toll free number versus a local numberthe toll free number wins! And, when tests are done with the ads offering the exact same things except one has a plain toll free number and the other has a toll free 24 hour recorded messagethe recorded message wins hands down, time after time.

Secret #7: TEST, TEST, TEST!

The importance of this topic cannot be stressed enough. You must develop a mentality to always test everything you do, before rolling out in a big way. Testing is the most important way to be a smart survivor! Don’t ever feel like something is a failure if it doesn’t work. No matter what you do, you’re not seeing failure or success. You’re just seeing results. Nothing more. Nothing less. Just results. If the results are bad, then you need to adjust what you’re doing. If the results are good, then do more and bigger of the same thing! The bottom line is this: The only true measure of your idea is what the market tells you with real, live testing! All the conjecture in the world will not replace a well-designed test! And testing with emotional direct response marketing increases your success rate more than any other form of advertising!

Secret # 8: The One Question That Your Advertising And Marketing Must Instantly Answer, Or People Won’t Respond!

Everyone is totally self-absorbed and selfish. All they care about is themselves, and maybe their family. How about you? Do you care about us, or what we think…or are you reading this because of what YOU thought you could get out of it? Of course, you’re no different from us, or anyone else. All we care about is ourselves. It’s just human nature. So, when doing any marketing or advertising, there’s one question that your prospects are going to ask, subconsciously, when they see your ads or whatever: “What’s In It For Me?” This is a major point you have to understand. If the headlines and copy and reports and client newsletters you use answer this question, they will be moneymakers for you! If they talk about things that don’t answer this question, they will not create responses!

Secret #9: The Most Important Emotion To Create If You Want People To Call You!

What is the single most important element that leads to responses? Do you know what this amazing Secret is? Well, do you? Curiosity! (Yes, we are all nosy as hell, whether you want to admit it or not!) Think about why news and publishing media use teasers as their headlines. Is it because they feel they are “professional” statements? No, we don’t think so. We think that the reason they use them over and over and over is that they: Get responses like crazy! They know something that most advertisers and marketers have zero clue about. They know, if someone is curious, the person will be compelled to take some action in an attempt to satisfy their lust for nosiness.

Secret #10: Solving ALL Your Sales Problems Simply Requires You Solve Your MARKETING Problems!

See, “selling” in the sense that we all think of it is really a dead activity. Nobody wants to be “sold” anything anymore. They want to BUY products and services and think it was their idea. Trying to suck people into hard selling techniques like “closing”, “objection handling” or using any pressure is as successful as trying to push a string uphill! Here’s the secret to solving sales problems: Solve your marketing problems and sales problems will go away! Using these techniques to get qualified, motivated and interested prospects into your marketing funnel exclusively, and make the right emotional connections with themthey will buy without anyone having to sell!

Secret # 11: Using The Right Media For Your Advertising That Delivers The Right Audience To You When The Prospects Are Receptive And Ready For Your MessageAnd That Can Be Tracked And Accounted For!

Choosing where to place your now improved message that stimulates responses is the final step in the success system! As technology has progressed, and as society becomes more complicated, specialized and fragmentedyou must look hard to find the best place to advertise. The two requirements are that: 1. You get to the right people when they’re receptive to you, and 2. That you can track and monitor your results! See, even if you develop the right advertising copy, and you find the right audienceit’s still not very useful if you can’t tell whether or not what you’re doing is working at a cost affordable level!

Now you know the secrets. Think about the whole picture we’ve painted for you here. We’ve told you what advertising needs in order to be effective. We’ve told you about delivering the right message and testing it to make sure it works before you spend even more. We’ve told you that targeting your audience so you match up the right message to the right market is criticaland we’ve told you that you have to find the perfect location to advertise! Implement these secrets and you will truly Get More Business To Come To You In A Month Than Most Get All Year!

To receive the complete “11 Secrets” series, send a blank email to 11secrets@ajwassoc9.par32.com. Steve Robichaud and Andrew Wroblewski have been involved in direct sales and direct marketing since Moby Dick was a minnow. http://www.direct-response-marketing.net

via 11 Secrets to Direct Response Marketing | WebProNews.

Related articles

Emotional Direct Response Advertising

by

0

People Buy From People They Like And People Buy Based On Emotion

Emotional Direct Response Advertising converts the web surfer into a friend and a customer. People will analyze things but in the end, it is emotion that gets them to take action. More than price or anything else, people will buy from people they like on a consistent basis from people they like that offer superior service. Be Passionate If you are passionate about what you do, it becomes infectious. We are passionate about what we do and we hold a firm belief that no matter how big or small your organization is, we can help you create a spark, ignite your soul and identify the core reasons you are passionate about what you do, that is what we need to convey to the customer, because that is what inspires and sells! If you want to make a change you need to take action.

via The Green Marketing Company: Green Marketing.

Related articles

The Benefits of Going Green for Companies by GreenProfit Solutions – YouTube

by

1

The Benefits of Going Green for Companies by GreenProfit Solutions greenprofit 1 5 videos Uploaded by greenprofit1 on Aug 25, 2008 In this moving video, set to the music of Rascal Flats, GreenProfit Solutions illustrates how any size organization or business can help their company, employees, members/customers, community, and planet by “Balancing Business and Sustainability” utilizing their Approved Green Business program.

via The Benefits of Going Green for Companies by GreenProfit Solutions – YouTube.

Related articles

Green Marketing Presentation – Part 1.5 – YouTube

by

1

Green Marketing Presentation – Part 1.5 danieldunlop 84 videos Subscribe Subscribed Loading… Loading… if window.yt.timing { yt.timing.tickbf; } You need Adobe Flash Player to watch this video. Download it from Adobe. Upgrade to Flash Player 10 for improved playback performance. Upgrade Now or More Info.close 3,697 Like Add to Share Loading… Uploaded by danieldunlop on Feb 13, 2009 This continues the presentation by Dan Dunlop, Jennings President and

via Green Marketing Presentation – Part 1.5 – YouTube.

Venture marketing video: Green marketing – YouTube

by

1

Venture marketing video: Green marketing MrDhrDaan 1 video Subscribe Subscribed Loading… Loading… if window.yt.timing { yt.timing.tickbf; } You need Adobe Flash Player to watch this video. Download it from Adobe. Upgrade to Flash Player 10 for improved playback performance. Upgrade Now or More Info.close 3,214 Like Add to Share Loading… Uploaded by MrDhrDaan on Mar 26, 2010 This is a video for the course venture marketing at the Univercity of Utrecht.

via Venture marketing video: Green marketing – YouTube.