Why Direct Response Advertising Is Less Effective In Your Home Business!

If you are still using direct response advertising in growing your home
business, you may not go far in terms of being successful because there are
more proven and powerful methods of building your home business.

Direct response advertising are the advertising that comes directly to the
consumers of a product with a hyped up sales pitch for the prospects to buy.

The medium that these methods of marketing is used can be seen in the TV
infomercials, Google AdWords, and Ezine advertising.

I want you to know that these methods are proven means to sell any products
of your choice. It worked at the inception of the internet. It is still
working in our day. However, presently the effectiveness of using this method has plummeted considerably.

For instance, if you try using Google AdWords to sell a product, you
will find out that most times you find it difficult to break even on your
campaign, besides dumping thousands of dollars in PPC fees each month.

This is because even though you use highly focused and targeted keywords to
drive the right prospects to your website, these prospects do not buy because they have an array of choices to make, and do not truly know a reliable and
genuine company that may have the quality of products that will actually
solve their problems.

So they simply take a look at your website, click on the back button and
proceed to the next similar product.

Granted, sometimes you have people buying your products, however statistics
have shown that it is becoming more difficult to get 1 out of every 100
targeted people to buy your products using PPC.

I’m honestly in no way condemning the use of PPC to advertise your home
products, what I’m only doing is trying to show you the true picture and also let you know that there is a way you can use PPC profitably instead of
using direct response advertising to get buyers for any products you may be
selling.

Direct Mail Marketing: Is It Now Obsolete?

Direct mail marketing has been one of the most effective marketing tools among merchants. But with the emergence of the new technology and its advancements, businessmen have developed a misconception that direct mail marketing is now useless and obsolete.

Marketing outlets like television, radio, and print are boasting that they are a more effective marketing tool and more beneficial to the success of the company. They emphasized that at some point of the day, an individual really watches TV, listen to the radio, or read a newspaper or other form of print media. Well, this fact might be true, but there’s a kind of misconception or flaw to this kind of promotional logic.

The first flaw is the broad spectrum marketing that is used by the modern marketing media. When you use television, radio, and print media to advertise your business, you are not targeting only to your prospect clients. You are paying advertisers to make your products and services be known to people hoping that there will be some of them who might be interested to your product. Yes, your business might be known but it doesn’t mean that you can boost your sales because of this kind marketing strategy.

Another thing, when using this kind of marketing it will really cost you a lot compared to direct mail marketing. While direct mail marketing on the other hand, is very flexible. You can utilize broad spectrum marketing or you can focus specific individuals to market your business which couldn’t be done by modern marketing techniques.

The second flaw of modern marketing is the time that the promotion or the advertisement might be broadcast or printed for the masses to see, listen, or read. A kind of marketing that relies only to chances that an individual might watch or listen to a certain TV or radio program, or might read the magazine where the ads are printed can be called a foolish promotion or a big nonsense.

Whereas, if you use direct mail marketing, you don’t depend on chances, your clients can literally hold the promotional material in their respective homes creating the most direct and most efficient way of advertising your business. To run a very effective and efficient direct mail marketing campaign, just see to it that you can access to the best resource available. Try to get the best lists from reputable brokers so that you wouldn’t be sending mails to those individuals who are not actually interested about your business. Make your mails also as personalized as possible for you to attract clients’ attention.

Modern technology can surely help in opening doors and new opportunities for your business but the effectiveness of direct mail marketing should not be set away and just taken for granted. Direct mail marketing is not obsolete even if how modern things are nowadays and it is still one of the cheapest and most effective ways of advertising the products that you are selling and the services you are offering. It might be traditional to send posts but if people still respond to it, why wouldn’t you do it?

Straight Talk on Direct Response Marketing

People use all sorts of tricks to increase the response rates of their marketing pieces. In fact, the question I am asked most often is what type of response rate one can expect from using hand-addressed envelopes and other personalization techniques. What those who ask this question don’t realize is that there are so many moving parts to any marketing piece, that you must evaluate every part from the eyes of the person who will receive it. That’s why the response I typically give to this question is, “It depends on your offer.” Your job as a marketer is to get your message clearly understood by those to whom you are marketing. If your message is clearly understood, and the person has a need for what it is you are offering, then a response is generated and a sale is made. The problem with direct response marketing is that most messages are dead on arrival. You try to get cute with your envelope, while simultaneously trying to save a buck, and the recipient never even sees your message or comes close to trying to understand it. So before you can even evaluate your response rate, you must evaluate your method of delivery. Test your marketing piece by placing it in a pile of mail that someone would typically receive. Does your piece look like all the other garbage they receive? If so, it will be treated as such, joining the other pieces on a quick trip to the garbage can. However, once you can construct your piece in such a way that the customer will actually give it an honest look-over, then your message finally has a chance.

Giving your message the fair chance it deserves has everything to do with how it is delivered. If you are sending a message in a hand-addressed envelope, the recipient will obviously be intrigued enough to open it without any preconceived notions. Once you are able to pass this test of delivery, then it is up to your offer to do the rest of the work. The minute someone opens your envelope and pulls out your piece, they will be evaluating your message and deciding whether or not to respond. So, you must make sure that your message is real, understandable and valuable to those who see it. When constructing your important offer, first realize that your customers aren’t ignorant. Every so often, I receive notifications from a particular company that I just won a free trip to Florida. While you would think this offer is strong, it doesn’t take a rocket scientist to figure out that there is something untrue and suspicious about the offer. Free went the way of the disco, so stop with the free offers. Even if you are truly giving something away for free, the chance that your customers will believe you is slim to none. So, when constructing your offer, stay honest, stay true, and stay believable. The easiest way to develop your offer is to start by developing your message. If you met a prospective customer at a cocktail party, and could only tell them one thing about what you do, what would it be? Don’t know?

Then this is the place you need to start before developing any marketing piece. So, how are you supposed to know what message will truly connect best with your prospects? Ask the customers who love you. Talk to those who have done business with you and ask them what they would tell someone else about your company. Chances are they will have great things to say you haven’t even thought of. For instance, let’s say you host free seminars about something most people wouldn’t leave their house to hear more about. I guarantee that those who have attended these seminars learned a great deal. What was it they learned? What words would they use if they were telling a friend or a neighbor about your seminar? Their words are pure marketing gold for you to help develop a real message to use in your marketing piece. Using real life examples like this is the quickest and easiest way to communicate a message to a prospective customer. Instead of resorting to hype and false promises, you can keep it short and sweet – a real message for a real response. When you combine a nice, clean message with a personal delivery method for your marketing piece, true understanding merges. By letting customers see and understand your offer, you will undoubtedly maximize your response rates.