Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 19

Direct-response advertising asks the customer to respond and allows you to track that response. Brand building, on the other hand, is advertising that gets the name of your business, products, or services out there but you have no earthly idea whether or not it is paying for itself.

It’s that simple.

Ninety-nine percent of all businesses cannot even think about brand building. Brand building will simply make you go broke. You may be told it will multiply your profits, but I contend that you can’t multiply zeroes.

The kind of advertising I advocate does more than just get your name out there. It gets your message, your offer, and your deadline out there. Here it is; come and get it. Direct-response advertising does three specific things that I will discuss in detail in chapter 5:

• It makes an offer.

• It gives a deadline.

• It allows you to track response.

OUTRAGEOUS exercise Go back one year and assemble all of the advertising you spent your hard-earned money on to promote your business and put them into three piles: Pile #1: Brand-building advertising that promoted your company, but you have no idea whether it paid for itself or not. Pile #2: Direct-response advertising that promoted your company, and you were able to track a good return on your investment. Pile #3: Direct-response advertising that promoted your company and you know for a fact that you did NOT get a good return on your investment. Now … I want you to throw out all of your advertising that’s in piles #1 and #3. Finally, I want you to look at pile #2 after you finish reading this book and decide how you can take the lessons you’ve learned from OUTRAGEOUS Advertising and apply them to pile #2 to make the results even better … OUTRAGEOUSLY better!!!