Direct Response Marketing for Local Business Results

Posted by seanmccarthy on June 23, 2014

There are two major types of marketing strategies. The most common is mass marketing or “branding”.

The goal of this type of advertising is to remind customers and prospects about your business (or brand) as well as the products and services you offer.

The idea is that the more times you run ads from your business, the more likely people are to have your “brand” at the top of their minds when they go to make a purchasing decision.  Marketing folks refer to this as TOMA or “top of mind awareness.”  This type of marketing is great for really big corporations and really great for marketers (Newspapers, radio, magazine, advertising agencies, etc.)

This type of mass marketing is usually not effective for small businesses though, because they simply don’t have the budget to run their ads in sufficient volume to make them effective.


The second type of marketing strategy is called “direct response”.

Direct response marketing, is designed to create an immediate response and compel prospects to take some specific action, such as opting in to your email list, picking up the phone and calling for more information, placing an order or downloading some information.

Direct response marketing is used to answer questions, present your branding, products and the reason you do what you do. Customers love this, as they are offered the opportunity to respond, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.

Because Direct response marketing is so focused on the specific problems of the prospect and aims to solve these problems with education and specific solutions, it is a very effective way for small businesses to market themselves at a “discount” to the traditional mass marketing.

So, what does direct response marketing look like? Well, it comes in many forms, including:

• Direct mailPrint ads
• Radio and TV ads
• Coupons or other incentives
• Telemarketing

Some of the advantages of direct marketing are:

• A great way to use free time during lulls in business
• Productive way to communicate and empower you to create more relationships
• Great way to up- and cross-sell to current customers
• Low cost way to rustle up new business
• Used as leverage to turn small sales into large sales
• Supplement your current marketing program
• Cost-effective way to reach target markets
• Offers measurable results
• Reach outside your local area for new business
• Increase the effectiveness of your salesforce

These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.

“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.”  ~Jay Abraham

When you turn your ads into direct response ads, they become lead generating tools rather than just name recognition tools.

Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not. Our FREE test drive can help you put together a great direct response marketing plan and get you on your way to heightened success.

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