Direct Response Advertising 08.40 a.m. A. looks at her latest Guess Catalog 1.00 p.m. C. picks up a coupon from the magazine 10.00 p.m. B. calls to order.

Direct Response Direct Response Advertising Advertising

08.40 a.m. A.looks at her latest Guess Catalog

1.00 p .m. C.picks up a coup

on from the maga

zine

10.00 p.m. B.calls to order the a

b dominizer from the phone nu mber

in the television

Are these called Direct Response Advertising ?

Direct Response Direct Response MarketingMarketing

What is the direct response advertising?What is the direct response advertising? Direct Response is a marketing technique Direct Response is a marketing technique

that can use all of the same media as general that can use all of the same media as general advertising, including print and electronic advertising, including print and electronic media. The basic difference between DM and media. The basic difference between DM and general advertising is that DM requires the general advertising is that DM requires the recipient to take some type of action.recipient to take some type of action.

So, just as not all DM is mail, not all mail is DM. So, just as not all DM is mail, not all mail is DM.


For a marketing promotion to be considered For a marketing promotion to be considered Direct Marketing it must: Direct Marketing it must:

Place an offer directly in front of the potenti Place an offer directly in front of the potenti al customer al customer

Call that customer to respond immediately b Call that customer to respond immediately b -- y taking an action a request for additional i -- y taking an action a request for additional i

nformation or a purchase decision nformation or a purchase decision Allow the source of the response to be track Allow the source of the response to be track

ed accurately so that the return on the mark ed accurately so that the return on the mark eting investment can be measured. eting investment can be measured.


Three element for a DMThree element for a DM No offer - Not DMNo offer - Not DM. buy something or . buy something or

do something. You are not just do something. You are not just giving away information.giving away information.

- No response mechanism Not DM.– - No response mechanism Not DM.– a a reply card, a phone number, a web U reply card, a phone number, a web U

- RL, an e mail address, an order form, - RL, an e mail address, an order form, must be part of the package. must be part of the package.


Three element for a DM (continues)Three element for a DM (continues) Not trackable Not trackable - Not DM. Success must be - Not DM. Success must be

-- measurable measure the rate of-- measurable measure the rate ofresponseresponse,, the value of response the value of response, , able to at able to at

tribute a marketing cost to each response tribute a marketing cost to each response

II nformation about the audience is gathered nformation about the audience is gathered to predict response within a close statistic to predict response within a close statistic al al

AA ll DM promotions ll DM promotions == dual purpose dual purpose,, sales an sales an d market research. d market research.


Also known as data marketingAlso known as data marketing

The information of the consumers The information of the consumers are kept into a consumer databaseare kept into a consumer database Direct mail (direct response marketer Direct mail (direct response marketer

known more about their consumers)known more about their consumers)

Where can you find your target group?Where can you find your target group?

Lists Lists

All commercially available lists can be All commercially available lists can be categorized as one of two basic categorized as one of two basic types, COMPILED or RESPONSE.types, COMPILED or RESPONSE.

COMPILED lists-- from records like COMPILED lists-- from records like phone books, credit records, deed phone books, credit records, deed registrations, occupancy permits, registrations, occupancy permits, licenses, trade and professional licenses, trade and professional directories, advertising directories, directories, advertising directories, and other public and proprietary and other public and proprietary sources. sources.

Lists Lists

RESPONSE lists-- the names of people that RESPONSE lists-- the names of people that have actually responded to some kind of have actually responded to some kind of solicitation. solicitation. inquirers about and buyers of specific inquirers about and buyers of specific

products and services products and services members of associations, clubs and other members of associations, clubs and other

organizations organizations contributors to various political and social contributors to various political and social

causes;causes; subscribers to a general or special interest, subscribers to a general or special interest,

consumer, trade and professional consumer, trade and professional publications. publications.

Direct Response Direct Response Advertising Advertising

In newspaper or magazine -- Orders for In newspaper or magazine -- Orders for salesale

In television-- good for direct response ad, In television-- good for direct response ad, sells or get the prospect’s name lists, sells or get the prospect’s name lists, Infomercial adInfomercial ad

In radio -- easy to make but has a weak In radio -- easy to make but has a weak points -- no visual, no couponspoints -- no visual, no coupons

In mail -- direct mail (letter, leaflets, In mail -- direct mail (letter, leaflets, catalog, postcards, etc.)catalog, postcards, etc.) often go out as individual mailingoften go out as individual mailing sent in reply to a paid response -- goodsent in reply to a paid response -- good

Eight Situation When Eight Situation When Direct Response Works Direct Response Works

Best Best When you can clearly IDENTIFY your When you can clearly IDENTIFY your target audience target audience

When you can REACH your target When you can REACH your target audience– be able to identify and able audience– be able to identify and able to reachto reach

When you have A LOT TO SAY about When you have A LOT TO SAY about your product or serviceyour product or service -- -- your offering your offering is expensive, unique, special, unusual, is expensive, unique, special, unusual, different, new that a page in a magazine different, new that a page in a magazine or 60 seconds of broadcast won’t cut it. or 60 seconds of broadcast won’t cut it.


Best Best When your product/service has When your product/service has continuity, REPEAT SALES, and/or continuity, REPEAT SALES, and/or follow-up and follow-on salesfollow-up and follow-on sales An example of industries where repeat sales play An example of industries where repeat sales play

a major role are companies which provide a major role are companies which provide consumables, supplies, consumables, supplies, anything that gets used anything that gets used upup. Such as office supplies, computer supplies, . Such as office supplies, computer supplies, medical supplies.medical supplies.

When you need to CONTROL the entire When you need to CONTROL the entire selling message or processselling message or process -- Selling through an independent network present -- Selling through an independent network present

product and offer and hope the dealers get excited. product and offer and hope the dealers get excited.


Best Best When you want to build a predictable When you want to build a predictable MODEL that can be repeatedMODEL that can be repeated

When your product/service DOESN’T When your product/service DOESN’T FIT other distribution channels—sell FIT other distribution channels—sell directdirect It isn’t glamorous, it is too complicated, it It isn’t glamorous, it is too complicated, it

doesn’t sell itself, it needs lengthy explanation, doesn’t sell itself, it needs lengthy explanation, it is too low priced to be interesting to other it is too low priced to be interesting to other channels. – eg. low cost softwarechannels. – eg. low cost software

When you want LESS VISIBILITY in the When you want LESS VISIBILITY in the marketplace — an excellent testing marketplace — an excellent testing disciplinediscipline eg you are in a test situation eg you are in a test situation

Direct Response Direct Response AdvertisingAdvertising

What is the direct response advertising?What is the direct response advertising? Direct Response Ad = Ad that sells the Direct Response Ad = Ad that sells the

product directly to the consumers. Aims product directly to the consumers. Aims for the consumers to take action for the consumers to take action

Sells both goods and servicesSells both goods and services Small business likely to do direct Small business likely to do direct

response ad-- concern product and response ad-- concern product and prospectsprospects

Ways to get action Ways to get action

Works well in Magazine ad, others Works well in Magazine ad, others media can use this tactics toomedia can use this tactics too

Describe special nature of offer -- Describe special nature of offer -- associate with the bargain the associate with the bargain the product presentproduct present Our burglar-proof system, used by Our burglar-proof system, used by

thousand of business , has just been thousand of business , has just been modified for home use. This means that modified for home use. This means that you can now enjoy complete protection you can now enjoy complete protection in your home -- in your home -- professional professional protection at protection at a price you didn’t think was possiblea price you didn’t think was possible


Caution that price will go up and Caution that price will go up and show saving because price has come show saving because price has come down -- people expect the good down -- people expect the good quality product with the good deal quality product with the good deal two ways to present good deal -- tell two ways to present good deal -- tell

that the price will be up (warning the that the price will be up (warning the price hike), reduce the priceprice hike), reduce the price


Warn that there is a limit to time or Warn that there is a limit to time or supplysupply

Use action inducing words -- strong, Use action inducing words -- strong, exiting, moving words, eg. order this exiting, moving words, eg. order this exciting new catalog now, don’t delay, exciting new catalog now, don’t delay, don’t miss out on…, Act now.don’t miss out on…, Act now.

Stress benefit of acting quicklyStress benefit of acting quickly Offer money back guaranteeOffer money back guarantee Use the coupon and urge reader to act Use the coupon and urge reader to act

upon itupon it

Keys Elements for Direct Keys Elements for Direct Marketing Marketing

It’s action oriented- want to sell product It’s action oriented- want to sell product now -- copy flows in logical order presentnow -- copy flows in logical order present Product benefitsProduct benefits Reason to buyReason to buy how to buyhow to buy ways to buyways to buy

Copy is tied to the company in the direct Copy is tied to the company in the direct marketing transaction -- product must be marketing transaction -- product must be different to the items consumers can pick different to the items consumers can pick up at any store near homeup at any store near home


Direct action copy is tied to Direct action copy is tied to sales objectivessales objectives for a specific project for a specific project

Begin with the Begin with the chief benefitchief benefit supported by supported by other benefits -- copy pointsother benefits -- copy points

Campaign must have a style related to the Campaign must have a style related to the audience and product -- casual, friendly, audience and product -- casual, friendly, formalformal

provide selling operation and all customer provide selling operation and all customer contactcontact

Direct marketing copywriting is Direct marketing copywriting is one-stop one-stop shoppingshopping -- provide all information -- provide all information necessary necessary to make a saleto make a sale


Copy for Direct Print AdCopy for Direct Print Ad3 parts:3 parts: The open -- immediately gain attention from the The open -- immediately gain attention from the

reader and focus on product’s meaning valuereader and focus on product’s meaning value A sequence of copy point -- lead the reader A sequence of copy point -- lead the reader

through the offer to create the reason for the through the offer to create the reason for the customer to respondcustomer to respond

The close -- call to action, directive on how to The close -- call to action, directive on how to order the product -- offer in most brief form, order the product -- offer in most brief form, include additional incentives, clear instruction include additional incentives, clear instruction on how to purchase, 1800, mailing address etc.on how to purchase, 1800, mailing address etc.

Direct Mail Direct Mail

AdvantagesAdvantages Control-- keep in mind that direct Control-- keep in mind that direct

mail need creativity too or it may be mail need creativity too or it may be unwantedunwanted

FlexibilityFlexibility Appeal-- if you have the people’s Appeal-- if you have the people’s

name on it’s even more appealingname on it’s even more appealing

Messages that direct mail deliver well

Direct Mail

• Information

• Education

• Immediacy

• Innovation

• Value


GuidelinesGuidelines Determine the objective Determine the objective Describe selling points completely -- say Describe selling points completely -- say

everything good about the product. Repeat everything good about the product. Repeat product points in different viewproduct points in different view

Emphasis major benefitsEmphasis major benefits Write copy that shows what the product or Write copy that shows what the product or

services does for reader -- benefit -- proof -- services does for reader -- benefit -- proof -- endorsementendorsement

Make the layout and copy fit -- layout fit targetMake the layout and copy fit -- layout fit target


GuidelinesGuidelines Offer something free or at a low priceOffer something free or at a low price Include a guaranteeInclude a guarantee Make it easy for the prospects to take the Make it easy for the prospects to take the

desired action -- appeal of the offerdesired action -- appeal of the offer Tell your story over again -- mails many timesTell your story over again -- mails many times Research your direct mail -- test the package Research your direct mail -- test the package

product, services for the betterproduct, services for the better Address correctly to the right list -- name or Address correctly to the right list -- name or

titles? What is your prospect’s profiletitles? What is your prospect’s profile Don’t overlook the envelopeDon’t overlook the envelope

The 10 Big Bad Ugly The 10 Big Bad Ugly Mistakes in Direct MailMistakes in Direct Mail

1.Not knowing your target market --- or 1.Not knowing your target market --- or your audience. your audience. What will make them say "yes" to your offer?What will make them say "yes" to your offer? What will turn them off? What will turn them off? What motivates them? What concerns them?What motivates them? What concerns them? Who exactly are they? Who exactly are they? What age are they? What sex are they? What age are they? What sex are they?

Then write to that person. Write in Then write to that person. Write in language that person will understand. language that person will understand.


2 . Mailing to the wrong list. 2 . Mailing to the wrong list. 3. Not having a clear goal in your writing. 3. Not having a clear goal in your writing.

Make sure you know where you're going Make sure you know where you're going with each piece you write. Then stay with each piece you write. Then stay focused. focused.

Write your objective. Suggested write the Write your objective. Suggested write the objective clearly and post it at the working objective clearly and post it at the working sight.sight.

4. Price before offer.4. Price before offer. A price has no meaning until readers know A price has no meaning until readers know

what they're getting. what they're getting.


5.5. PricePrice before benefits. before benefits. You need to tell readers what makes your You need to tell readers what makes your

price so great - in terms of benefits they'll price so great - in terms of benefits they'll understand or it may seem expensive.understand or it may seem expensive.

6. Wrong price point. 6. Wrong price point. See the market price and set your See the market price and set your

ownown7. Inadequate testing. 7. Inadequate testing.

Everything is testable and you should test Everything is testable and you should test small mailings until one is clearly a small mailings until one is clearly a winner.winner.


8. Wrong objective to your marketing piece. 8. Wrong objective to your marketing piece. Want leads or want sales Want leads or want sales

9. Wrong headline. 9. Wrong headline. Solely on the basis of this one line your Solely on the basis of this one line your

reader makes the decision to continue - or not reader makes the decision to continue - or not continue - to read.continue - to read.

1O . Not telling your readers exactly what 1O . Not telling your readers exactly what you want them to do. you want them to do. You should tell your readers several times You should tell your readers several times

exactly what you want them to do. Be specific. exactly what you want them to do. Be specific. -- Do you want them to call you? To send in a -- Do you want them to call you? To send in a card? To send a faxback?card? To send a faxback?


Product and Offer - two key selling Product and Offer - two key selling aspects to a direct mail adaspects to a direct mail ad

THE PRODUCTTHE PRODUCT wide spread appeal - something everyone wide spread appeal - something everyone

can usecan use Offer unusual features - different from the Offer unusual features - different from the

product that can purchase in a retail storeproduct that can purchase in a retail store

Copy must build upon the exclusivity of the Copy must build upon the exclusivity of the product -- hard to find product, exclusive product -- hard to find product, exclusive company offeringcompany offering



THE PRODUCTTHE PRODUCT The right price -- customers perceive good The right price -- customers perceive good

valuevalue Provide “Dream Value” and “Story Appeal” -- Provide “Dream Value” and “Story Appeal” --

interesting value and dream story behind itinteresting value and dream story behind it Was it discovered accidentally?Was it discovered accidentally? Does it make with technology that used to Does it make with technology that used to

develop the space program, but adapt to the develop the space program, but adapt to the household use?household use?



THE OFFERTHE OFFERThe proposition you present to the The proposition you present to the

prospect -- what will they get in return prospect -- what will they get in return for taking an actionfor taking an action

Some Basic OfferSome Basic Offer Free informationFree information SampleSample Free trialFree trial


THE OFFERTHE OFFER Conditional sale -- condition eg. customer may Conditional sale -- condition eg. customer may

respond to the free copies of the magazine publication respond to the free copies of the magazine publication for a year. The conditional sale is the same customers for a year. The conditional sale is the same customers have to receive the more issue of the magazine and be have to receive the more issue of the magazine and be billed for it.billed for it.

Till forbid -- the prearranged program, the customers Till forbid -- the prearranged program, the customers will receive shipment on continuous basis until they will receive shipment on continuous basis until they forbid the shipment at the specific timeforbid the shipment at the specific time

Get-a-Friend -- get a friend to use the service and saveGet-a-Friend -- get a friend to use the service and save Contest -- create attention and excitement to the Contest -- create attention and excitement to the

productproduct Discount -- discount of the orderDiscount -- discount of the order


THE OFFERTHE OFFER Free giftFree gift Secret gift -- fill in the secret gold box and get a Secret gift -- fill in the secret gold box and get a

free giftfree gift Add-on offer -- special of the month -- a discount Add-on offer -- special of the month -- a discount

term that can increase salesterm that can increase sales Guaranteed buy-back -- buy the product back at the Guaranteed buy-back -- buy the product back at the

original price for a period of time after the original original price for a period of time after the original purchasepurchase

Flexible terms -- type of paying rates, weekly rates Flexible terms -- type of paying rates, weekly rates instead of monthly ratesinstead of monthly rates

Upgrade offer -- for good customer to receive Upgrade offer -- for good customer to receive additional services additional services

Direct Mail Copywriting Direct Mail Copywriting Format Format

THE SEVEN DIRECT MAIL FORMATTHE SEVEN DIRECT MAIL FORMAT Classic direct mail included five items:Classic direct mail included five items:

The outer envelopeThe outer envelope The letterThe letter The brochureThe brochure The reply deviceThe reply device The return envelopeThe return envelopeOther possible inserts: testimonials flyers, Other possible inserts: testimonials flyers,

gift slips, samplesgift slips, samples


THE SEVEN DIRECT MAIL FORMATTHE SEVEN DIRECT MAIL FORMAT Self mailer-- business letter or outer envelopeSelf mailer-- business letter or outer envelope Direct mail catalogDirect mail catalog The second letter or publisher letter -- formal The second letter or publisher letter -- formal

individualize follow up letter to a previous individualize follow up letter to a previous mailingmailing

InvitationInvitation The closed-faced envelope -- name typed The closed-faced envelope -- name typed

outside envelopeoutside envelope Simulated telegramSimulated telegram


THE SEVEN PROCESS FOR WRITING THE SEVEN PROCESS FOR WRITING DIRECT MAIL LETTERDIRECT MAIL LETTER

promise your most important benefit in your promise your most important benefit in your first paragraph or headlinefirst paragraph or headline

Enlarge that benefitEnlarge that benefit Tell consumers what they are going to get -- Tell consumers what they are going to get --

features such as price, size, color, weightfeatures such as price, size, color, weight Back up the statement with proof and Back up the statement with proof and

endorsementendorsement Tell the readers what they might lose if not Tell the readers what they might lose if not

actact


THE SEVEN PROCESS FOR WRITING THE SEVEN PROCESS FOR WRITING DIRECT MAIL LETTERDIRECT MAIL LETTER

Rephrase your prominent benefit in Rephrase your prominent benefit in your closing offeryour closing offer

Incites action. NOWIncites action. NOW

Promotional Product/ Promotional Product/ Specialty Ad Specialty Ad

Promotional Product = Specialty Ad Promotional Product = Specialty Ad -- reminder -- things that are given -- reminder -- things that are given to consumer without obligation eg. to consumer without obligation eg. calendar, T-shirt, Mugcalendar, T-shirt, Mug

Advantage -- Advantage -- multiply impressions over multiply impressions over period of timeperiod of time

DisadvantageDisadvantage -- -- Limited Copy SpaceLimited Copy Space

Promotional Product/ Promotional Product/ Specialty Ad Specialty Ad

GuidelineGuidelineDetermine Determine what the items is suppose to what the items is suppose to

accomplish -- reminder, introduce new accomplish -- reminder, introduce new productproduct

Write to the prospects interestWrite to the prospects interest Know what you want the items to Know what you want the items to

accomplish -- copy relate to the objectiveaccomplish -- copy relate to the objective Copy demand will dictate the item -- pen--Copy demand will dictate the item -- pen--

short copyshort copy Specialty copy best serve as a reminder -- Specialty copy best serve as a reminder --

tel. No. slogan, addresstel. No. slogan, address

Direct Response Advertising 08.40 a.m. A. looks at her latest Guess Catalog 1.00 p.m. C. picks up a coupon from the magazine 10.00 p.m. B. calls to order.

Documents

direct response marketing

response information

direct response advertising

direct marketing

value of response

rate of response

response mechanism

data marketing