4 Factors of Direct Response Small Business Advertising
Not all small business advertising efforts are intended to make a sale immediately. There are advertisements and other promotional strategies which are designed to build or enhance brand image, raise or maintain consumer awareness of a given company, product or service as well as marketing materials which are intended to elicit an immediate response and hopefully, generate sales – and that’s what we’re going to be addressing here.
Direct response marketing may take many forms, from short-form advertising copy (such as print ads, contextual PPC advertising, radio spots, TV commercials and the like) to longer marketing messages like full page, text-heavy ads, advertorials and the Dale Carnegie-style sales letter. All of these techniques are valid, and which one you use to get your message out there mostly depends on what product or service you’re offering, and who you’re target market is; all of which you should already know if you’ve spent maybe ten minutes in marketing. – another important factor is when your audience is affected by your message.
The Right Message To The Right Market In The Right Media At The Right Time
For any direct response advertising campaign, these for factors are crucial. – and we’ll briefly cover all four below:
Message: It doesn’t matter how great your product or service is if you can’t effectively communicate its advantages over what the competition is offering – you won’t get many, if any sales. You need to appeal to people on several levels, especially on an emotional level if you want to spur them to action immediately. I’ll cover attention grabbing messages that seal the deal a little later.
Market: Again, it doesn’t matter what your product or service is or how great it may be or even how compelling your message is if you’re trying to sell to the wrong audience. Don’t bring coal to Newcastle. If you don’t know who your target market is before starting a direct response campaign to reach them, then you need to fall back on the basics of your business’ marketing plan. You’ll never be able to create a working direct response message unless you know who you’re selling to.
Media: The demographics of your target audience really come into play when choosing the type of media to convey to them. Determining the effectiveness of different types of media depends on who your target market is. Various groups may be more easily persuaded through direct mail or print advertising, while others may prefer online marketing strategies like email or banner ads. Just like getting ready for a speech, you need to know who your audience is going to be in order to create an effective impact with your message and direct response method.
Moment: Timing is just as important as targeting the right audience with the proper message using the correct form of media. So when’s the right time? It’s when your target audience is ready to make a purchase, and not when you’re ready to make them a sale. Even if you targeted the right demographic and used their preferred form of media with your best message thrown inside, it doesn’t mean they’re always ready to make a purchase.
Incorporating these factors: Message, market, media, and moment, can ensure that your direct response campaign produces positive results and a good return on investment by targeting the right people that are ready and willing to buy from your business right now.
This can be accomplished in a number of ways. You can stay in constant contact with prospects by using email messages or auto-responder software. If it’s more likely that your audience would go for offline methods, then by targeting the media channels that have the greatest influence on your target’s demographic area can ensure that your message is heard loud and clear.
But any way you look at it, these are the 4 componenets of successful small business advertising…
You’ve just read a small segment of the free guide titled “How to Use Direct Response Small Business Advertising to Grow Your Sales and Profits.” The guide is available for free – along with several other resources for small business owners – when you sign up for small business advertising e-course…
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