When you want something from someone, you’ll often get it if you simply ask them directly. Marketing is the art of asking people to join your particular team to help you become profitable. Sometimes, the best way to do this is with direct marketing. Direct response marketing, is an approach that involves coming right out and asking your customers or prospects for an immediate response. Right now.
While some forms of direct response marketing (think infomercials or endlessly scrolling websites that overuse exclamation points) may have a somewhat dicey reputation. Done right, this marketing tool can be an effective way to spread your sales messaging and turn casual consumers into loyal customers.
Your brand messaging is the story your company and products tell across all channels and platforms – everything from taglines to logos to product names to the personality of your company. Your sales messaging is your pitch – the way you explain the benefits and added value of your products, services, and brand. The brand message provides the foundation for the sales message.
Loyal customers may respond well to straightforward sales messaging. But often, you need to offer a little something extra – such as a limited-time discount, or a free sample – as an incentive to get the fence sitters to click the “Buy” button right away.
Successful direct marketing campaigns are often the result of finding the best approach through A/B testing. When you test-drive different versions of your direct marketing piece, you can analyze the results and choose the format, copy, and visuals that perform the best, before committing a lot of time, money and effort to a large campaign.
The key to a successful direct response campaign is choosing the right channels for your particular goals, and then understanding how best to tailor your message to take advantage of each channel’s unique strengths. Taking into account factors like your target demographic, market, and the timeliness of your sales message, you can select the direct channel that offers the best return on investment.