Some business owners and entrepreneurs hear about direct response marketing and disregard it. For them, it is a complete waste of time.
But what they don’t realize, is that direct response is perhaps the safest business venture you could embark on.
Successful businesses have used
That’s right! With direct response marketing, you easily find what works, and what doesn’t. Then, once you do, you can carry on with that works – and dispose of what doesn’t.
The methods used in direct response marketing has proven to be successful for years. Even going back to the times of Claude Hopkins in the late 1800s! So you don’t need to worry about applying methods to your marketing that are unproven.
In fact, the only uncertainties you will find when using direct response marketing are a) the product, and b) the people.
The product is out of your marketing team’s hands as a variable they can control. But you can have a say in the perception of the people towards your offer.
But, how do you do it?
Simple: by applying the three laws of direct response to your marketing and advertising campaigns, you will turn the people “uncertainty” into a certainty.
And here are the three laws of direct response marketing.
Direct response marketing law #1: Kill ‘em with kindness
Ever noticed how people run away from those guys in the DirecTV booths at the supermarket? It’s like they feel they’re to get mugged or something. Why does that happen?
Well, simply put – people don’t like the idea of “being sold to”. In fact, they hate it.
Once they feel the approach coming, they try everything they can to avoid it. As if they were trying to avoid a leper or something. And that’s because the general public doesn’t want anyone ramming an offer down their throats. Neither in person or in writing. Especially if they are not looking for it.
So, how do you make the sales approach then? By presenting yourself as someone who is trying to help them, instead of a sales clerk.
Show that you truly care. Identify with the customer. Ask them questions or present a situation they can identify with to qualify them. And look to find a problem you can solve.
Once you identify the point of weakness, then present your offer as a viable solution to their problems. And do so in a way that doesn’t seem forced. Create a mental picture of what life would be if they were to accept your offer.
Direct response marketing law #2: Hit ‘em where it truly hurts
Not everyone has a need to fulfill. There are several types of desire that you can tap into to complete a sale.
Ever heard of the seven deadly sins? Fear, vanity, lust, pride, laziness, greed, and envy. Not only are these the root of all evil actions – they are emotions and desires that can make your offer appealing to a prospect!
Remember that you always sell to the heart first. Make them want it. And once they want it, then you can brag about how awesome your offer is.
Direct response marketing law #3: Use rationale to seal the deal
One mistake many marketers make is that they want to talk about their offer right away and offer all the information they have before appeal to a core emotion. Heck, I used to that when I was in sales.
And the result is always the same – one lost sale after another.
The beginning of the conversation is not the place for you to drown your prospect in information. You first get them interested in what you have. Now, once the interest is there, then you go ahead and talk about the awesomeness of your offer.
Your information serves as a vehicle to justify the purchase of your offer to the prospect. That’s its only purpose in the process. If you use as such, you will close more deals and increase your earning power.
Use the laws to maximize your marketing
Find the need or desire. Appeal to a core emotion. And use your facts as a way to justify the purchase.
If you follow these rules, you will improve your chances of creating new customers. It’s a win-win for