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An Introduction To Direct Response Small Business Advertising

By Denise | March 10, 2010

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 takes on many forms, such as short-form advertising copy (such as print ads, radio spots, TV commercials, contextual PPC advertising, etc.) to longer, full page, text-heavy ads, advertorials and the Dale Carnegie-style sales letter marketing messages. All are valid and which medium you use to get your message across depends on what you’re selling and who you’re trying to sell it to; that much you probably know if you’ve spent more than ten minutes in marketing – also the timing that your message meets your audience is just as important.

The Right Message To The Right Market In The Right Media At The Right Time

All four of these factors are important to the success of any direct response advertising campaign – and we’ll briefly cover all four below:

Message: If you’re unable to effectively tell your audience about the advantages of your product or service over your competition’s, then it doesn’t matter how awesome your product or service really is. – your product or service won’t sell. You need to appeal to people on several levels, especially on an emotional level if you want to spur them to action immediately. We’ll cover more about how to craft an attention getting message that closes the deal 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. In other words, 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. Knowing who you’re product or service appeals to is the only way to create an effective direct response message.

Media: The media you choose to convey your message to your target audience depends a great deal on the demographics of this group; and again, this is where market research comes into play. Depending on who they are, some types of media will be more effective than others. People may like direct mail over print advertising, or email over banner ads. Creating a message and method that best impacts your audience is like preparing to give a speech, you have to know who you’re talking to.

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? When they want to buy, not when you want to sell. You’re always ready to sell, at least if you’re in the least bit suited for business – but you need to remember that not every person out there is ready to make a purchase, even if they’re decidedly part of your target demographic.

Ensuring that you reach the right people at the right time involves a combination of these four factors: message, market, media, and moment. They’re all important parts of a direct response marketing campaign that typically generates positive results and good returns.

There are a few ways of doing this. You can stay in constant contact with prospects by using email messages or auto-responder software. If your target audience is better persuaded through offline methods, then by targeting the media that best draws their attention is a good way to ensure that your marketing message is heard.

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…

To learn more about how to massively increase the sales in your business through smart advertising and marketing, click the link to grab your FREE small business advertising Course…

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An Introduction To Direct Response Small Business Advertising

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