Direct Response Marketing
What is “Direct Response Marketing”? In order to get a better understanding, it’s necessary to break it down into separate definitions.
I don’t mean to make it sound that simple, but initially..... It’s that simple. It makes more sense, if we start.... at the end.
According to “The American Marketing Association” : marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value, for customers, clients, partners, and society at large.
In short...... Tell em what you’re peddlin'... how great it is... and why they need it....
As stated in “The Merriman-Webster” dictionary” : An act of responding. Something constituting a reply or reaction. A reply to a particular stimulus.
One definition found in “businessdictionary.com” states, “Contacting and influencing, carefully chosen prospects.
Now let’s put it back together, in the correct order.......
DIRECT = Carefully chosen prospects
RESPONSE = A reply to a particular stimulus
MARKETING = Delivering and exchanging offerings that have value
Let’s Get Started...
Let’s take a look at the way the majority of marketing is done today. It’s what we call, “Brand or Image” marketing. It’s written with a broad field of prospective customers in mind. Reason being... you cast a huge net... over a huge audience... hoping to snag a few customers.
Fishing is the perfect analogy. The larger the fisherman’s net... the more fish they will catch. This cannot be argued. It’s physics, and sounds great, doesn’t it. It’s exactly the way they’ve “burned” that type of marketing into your brain. The bigger the net.... the better the catch. WRONG.
What they avoid telling you... the bigger the net.... the bigger the cost. Brand, or Image marketing takes deep, deep pockets. Big companies, have big marketing budgets. Do you? No, you don’t. You also lose sight of the fact that there will be fish in that net, that don’t belong there.
Tuna fisherman.... only want to catch tuna. In fact, it’s become so selective, some tuna companies say right on the can, “No Net - Dolphin Free” tuna.
You have to become that “selective fisherman”. Instead of spending a ton of money, in order to fish in the huge ocean... you have to spend much less... and turn that ocean, into a pond.
The other day, I went to my mailbox, and what did I find? A beautifully done mailer. It was multi colored and chuck full of great product information and value. I don’t know how in the world anyone could pass up the opportunity to have this product. I was tempted to pick up the phone and call immediately. It was the most beautiful pool I’d ever seen. Here’s the rub. I live in a condo.
Don’t misunderstand my point. Mailers done correctly are an extremely effective marketing tool. However, why didn’t this company take the extra step to avoid mailing them to apartment complexes, condominiums or business locations?
You have to direct your limited marketing dollars, to a more select audience. You accomplish this by fine tuning your marketing demographic. One of our “free tutorials” will show you how.
A Reply To A
Okay.... Now you know who your marketing to. It’s time to give them a reason to be looking at your marketing, and forget about the competitions.
Give them something of value, for free. That deserves repeating..... Something of value, for free. You’re probably already doing this. You see it all the time....
... Free 30 day trial...
... The first 50 callers...
... While supplies last...
There are hundreds of catch phrases that will stimulate your customers or clients to act. We’ve produced a free report on "colloquial terms" and "catch" phrases. It’s here in the website.
You’ve all seen those ads that promise you a “Free Months Supply” ... if you act today.
Writing copy for marketing and advertising is not an easy task. Some folks get it immediately. Some never get it at all. One things for sure though....
It has to have the ability to “Attract Em”, “Convert em”, and “Keep Em”. Those are the 3 pillars that we use here at “Specialty Marketing Consultants”.
Your marketing should be written with “personality”. Your personality. People like dealing, with other people. Market to people... like a person.
It should be written with your prospective customer or clients needs in mind. Let them know that there’s something in it of value... for them.
You live in the same world they do. Everyday, you experience the same “ups and downs” as they do. Let them know that. Live in their world.
Be persistent. This is not a willy-nilly, “I think I’ll do some marketing today” process. You have to be in it for the “long haul”. There are a multitude of steps you can take, that will “Attract Em”, but never... repeat... never... become a “pest”. You always want to remain a “guest”, with your customers and clients.
There’s quite a few steps in the “Direct Response Marketing” stairway.
Our “Free Tutorials” will show you how to take those steps, and start increasing your profits. That’s why we call ourselves your “Direct Response Profit Lab”.
It’s working like gangbusters for our clients. Their testimonials are scattered throughout our website. It works for them. It will work for you.
Of A Direct-Response Marketing
“I refer my clients to Rod Harter because He deliver’s outstanding results.”
In business, the success formula is simple. You either stand out in your profession or risk being lumped in with everyone else.
Ordinary businesses get ordinary results. Rod Harter is no “ordinary” copywriter. He’s talented and his unique presence demands attention. He is colorful and he is highly effective. I refer my clients to Rod Harter because I know he will deliver outstanding results.
As a direct response copywriter, I know his work will hit the bull’s eye. He gets things done on time, and delivers incredible copy that always pleases both my staff and our clients alike.Nick Nanton
Celebrity Branding Agency
“Rod Harter’s copywriting has brought prospects that previously did not respond to our advertising.”
"Rod Harter has been a great help in implementing direct-response copy to our business. His style of writing has stimulated sales and brought us prospects that previously did not respond to our advertising.
Prospects were hesitant to schedule appointments with our sales representatives. All that changed after receiving Rod’s marketing letters -- Now that’s a “call to action.”
Every business wants their phone to ring and have prospects wanting to be your next customer. Rod Harter knows how to make that happen! With Rod being a vital part of our marketing team we are on track to finish out the year with a bang and set us up for a tremendous year.Brenda J. Krueger -- Director of Marketing
Advanced Home Technologies
“Rod Harter is a tremendous resource to have in your Rolodex, so don't lose his number."
"We recently Rod Harter to write a couple of marketing campaigns for us. He did a outstanding job on both projects. I admire Rod’s ability to create that 'must have now' factor in everything he writes. He has the unique ability to write like he's been in your industry forever, which is absolutely essential in the medical profession.
They say, "Good help is hard to find." A good copywriter is even MORE difficult to find -- and a GREAT one (who actually completes his projects on time) is rare! I want to thank Rod for his professionalism, patience, and the speed he applies to every project we give him. Rod Harter is a tremendous resource to have in your Rolodex, so don't lose his number."Dr. Johnathon Berns
FifeSource Family Chiropractic
“Rod has a keen sense of what it takes to write effective marketing campaigns!”
As a small business owner, and copywriter, I can appreciate the unique marketing style of Rod Harter. He’s not only good, but he is uniquely different. He is creative and has a keen sense of what it takes to write effective direct-response marketing campaigns. It boils down to getting results. He knows the formula.
There are no trophies in our business for being close. You either hit your mark or starve. That’s why so many GKIC members use Rod Harter for their marketing campaigns. They know the value of measuring marketing success through their return on investment (ROI). Nothing else counts. Use Rod once and you won’t work with anyone else.Nigel Worrell
Florida Leisure Vacations
“Rod’s work gets the results we were looking for.” I hired Rod Harter, a freelance, direct-response copywriter in Orlando. He has done an outstanding job for us. Rod wrote our first marketing campaign in just a few weeks. He knows how to write a great direct-response campaign with all the emotional “purchase triggers” we were looking for in a good copywriter.
Simply stated – Rod gets the results we want. Rod has been a breath of fresh air for us. We look forward to working with him more in the months ahead. I recommend Rod Harter to any anyone serious about growing their business, ready to make a real commitment to their marketing. Rod is easy to work with, and he completes projects on time. Most of all – he makes our phones ring!Scott Young
Advanced Home Technologies