Title: 11 Secrets to Direct Response Marketing
Here Are The 11 Secrets To Direct Response
Marketing - How To Get More Business To Come To
You In A Month Than Most Get All Year! Discover
The Real Reason Virtually All Businesses Never
Make The Money They Could…And Should Be Making!
Secret #1: Marketing Is Everything...Here's Why!
From the first day you got into business, you were
taught that knowledge about what you do was what
you needed to become successful. That your
"professionalism" will be the key to success. That
people will come to you once they hear about how
"good" you are. You were probably given the age
old "wisdom" that says if you build a better
mousetrap, the world will beat a path to your
door! "Yeah, right!" Which brings us to our first,
and possibly, most important point: Knowing how to
get customers, clients or patients is infinitely
more important than any other knowledge you may
attain!
Secret #2: If You Want Your Phone To Ring, Your
Advertising Must Get People's Attention...And
Arouse Emotions! If you remember just one secret
from this article, remember to follow this proven
five-step formula in every bit of marketing and
advertising you do: 1. Get Attention! 2. Arouse
interest and emotion. 3. Tell an interesting story
in a believable way. 4. Offer an incentive to take
action...NOW. 5. Ask for action, and make it easy
for people to do it.
Secret # 3: Typical Yellow Pages Ads Get Typically
Lousy Results! Another example of boring
advertising is found in any Yellow Pages anywhere
in the country. Most Yellow Pages ads are just a
big blur! They all look exactly the same and do
nothing to get anyone's attention! Can you spot
one truly noticeable and different reason why a
prospective customer or client or patient would be
motivated to pick up the telephone and call one of
the companies listed? The problem? Yellow pages
"advertising" like this is just one big blur of
sameness. There's nothing unique. Everybody looks
the same and says the same stuff. You could
literally swap names and phone numbers on the ads,
and no one would even know the difference! To be a
successful advertiser and marketer, you must
always remember that...People Don't Read Ads That
Look Like Advertising and Sales Pitches! The
Secret Is All In The Headlines and Topics You Use!
Secret #4: News-Style Advertising Gets Up To 500%
Greater Response Than Image Advertising! Yes, you
read that right. It's a proven advertising
fact...News-style advertising gets up to 500%
greater response than color brochures, business
cards, and all other forms of product or image
advertising. Do you know why? News style
advertising doesn't look like advertising! It
looks like news. Very few people read
advertising....but a lot of people read news and
other stories. If It Looks Like Advertising, Most
People Won't Read It.
Secret #5: Here’s The Amazing Advertising System
That Attracts Qualified, Motivated, Interested and
Ready-To-Do Business Prospects…Without Any Wasted
Traditional Advertising Or Cold Marketing!! Here’s
some common sense that seems to be missing in most
businesses: You should never advertise or prospect
to anyone who isn’t a likely to buy customer in
the very near future. We find that the highest
profit system is to generate leads who are
interested, and then do follow-up marketing to the
leads that express interest, and to them ONLY!
What better list could you mail to (other than
your past customers) than people who have
responded to your offer (usually free information)
and said, “Tell me more, I’m interested.”? This
kind of list, (when marketed to properly with the
right kind of killer advertising copy) can yield
results and profits beyond anything you’ve ever
imagined!
Secret # 6: Make It Easy And Non-Threatening For
People To Respond To Your Emotionally Driven, News
Style Ads! One of the most amazing things to us is
how many advertisers make it hard to respond to
your ads. With traditional, boring, cute and
clever advertising, it’s rare indeed to have
someone want to respond. But, on that rare
occasion, you make it even harder for them to
respond by doing things like not having a toll
free number they can call, or a 24 hour free
recorded message attached to a toll free number,
and so on. Real live testing has shown that
virtually in all cases, where someone ran tests
offering the exact same things in their ads, with
the only difference being a toll free number
versus a local number…the toll free number wins!
And, when tests are done with the ads offering the
exact same things except one has a plain toll free
number and the other has a toll free 24 hour
recorded message…the recorded message wins hands
down, time after time.
Secret #7: TEST, TEST, TEST! The importance of
this topic cannot be stressed enough. You must
develop a mentality to always test everything you
do, before rolling out in a big way. Testing is
the most important way to be a smart survivor!
Don't ever feel like something is a failure if it
doesn't work. No matter what you do, you're not
seeing failure or success. You're just seeing
results. Nothing more. Nothing less. Just results.
If the results are bad, then you need to adjust
what you're doing. If the results are good, then
do more and bigger of the same thing! The bottom
line is this: The only true measure of your idea
is what the market tells you with real, live
testing! All the conjecture in the world will not
replace a well-designed test! And testing with
emotional direct response marketing increases your
success rate more than any other form of
advertising!
Secret # 8: The One Question That Your Advertising
And Marketing Must Instantly Answer, Or People
Won't Respond! Everyone is totally self-absorbed
and selfish. All they care about is themselves,
and maybe their family. How about you? Do you care
about us, or what we think...or are you reading
this because of what YOU thought you could get out
of it? Of course, you're no different from us, or
anyone else. All we care about is ourselves. It's
just human nature. So, when doing any marketing or
advertising, there's one question that your
prospects are going to ask, subconsciously, when
they see your ads or whatever: "What's In It For
Me?" This is a major point you have to understand.
If the headlines and copy and reports and client
newsletters you use answer this question, they
will be moneymakers for you! If they talk about
things that don't answer this question, they will
not create responses!
Secret #9: The Most Important Emotion To Create If
You Want People To Call You! What is the single
most important element that leads to responses? Do
you know what this amazing Secret is? Well, do
you? Curiosity! (Yes, we are all nosy as hell,
whether you want to admit it or not!) Think about
why news and publishing media use teasers as their
headlines. Is it because they feel they are
"professional" statements? No, we don't think so.
We think that the reason they use them over and
over and over is that they: Get responses like
crazy! They know something that most advertisers
and marketers have zero clue about. They know, if
someone is curious, the person will be compelled
to take some action in an attempt to satisfy their
lust for nosiness.
Secret #10: Solving ALL Your Sales Problems Simply
Requires You Solve Your MARKETING Problems! See,
“selling” in the sense that we all think of it is
really a dead activity. Nobody wants to be “sold”
anything anymore. They want to BUY products and
services and think it was their idea. Trying to
suck people into hard selling techniques like
“closing”, “objection handling” or using any
pressure is as successful as trying to push a
string uphill! Here’s the secret to solving sales
problems: Solve your marketing problems and sales
problems will go away! Using these techniques to
get qualified, motivated and interested prospects
into your marketing funnel exclusively, and make
the right emotional connections with them…they
will buy without anyone having to sell!
Secret # 11: Using The Right Media For Your
Advertising That Delivers The Right Audience To
You When The Prospects Are Receptive And Ready For
Your Message…And That Can Be Tracked And Accounted
For! Choosing where to place your now improved
message that stimulates responses is the final
step in the success system! As technology has
progressed, and as society becomes more
complicated, specialized and fragmented…you must
look hard to find the best place to advertise. The
two requirements are that: 1. You get to the right
people when they’re receptive to you, and 2. That
you can track and monitor your results! See, even
if you develop the right advertising copy, and you
find the right audience…it’s still not very useful
if you can’t tell whether or not what you’re doing
is working at a cost affordable level!
Now you know the secrets. Think about the whole
picture we’ve painted for you here. We’ve told you
what advertising needs in order to be effective.
We’ve told you about delivering the right message
and testing it to make sure it works before you
spend even more. We’ve told you that targeting
your audience so you match up the right message to
the right market is critical…and we’ve told you
that you have to find the perfect location to
advertise! Implement these secrets and you will
truly Get More Business To Come To You In A Month
Than Most Get All Year!
Resource Box:
-----------------------------------------------------------------
To receive the complete "11 Secrets" series, send
a blank email to: 11secrets@ajwassoc9.par32.com
Steve Robichaud and Andrew Wroblewski have been
involved in direct sales and direct marketing
since Moby Dick was a minnow.
http://www.direct-response-marketing.net
email:admin@direct-response-marketing.net
-----------------------------------------------------------------