Читать книгу The 10 Biggest Sales & Marketing Mistakes Everyone is Making and How to Avoid them! - Tom Hopkins - Страница 5

Marketing Mistake #2: Running institutional advertising instead of direct response advertising.

Almost every print ad, mailing piece, radio or television commercial I see is based on institutional-type advertising. At best, that produces a variety of results. At worst, institutional advertising can be an ineffective, wasteful expense that accomplishes little productive purpose. Most institutional advertising tells you how great the company paying for the advertising is, or how old and stable they are, or some other cute and non-compelling foolishness. Too often it doesn’t convey any compelling reason for the reader or viewer to favor your business over another. It doesn’t make a case for the product or service that you sell. It doesn’t direct the reader, viewer or listener to any intelligent action or buying decision.

Direct response advertising is just what it says it is. It’s designed to evoke an immediate response, action, visit, call or purchasing decision from the viewer or reader. Direct response advertising tells a complete story. It presents factual, specific reasons why your company, product or service is superior to all others on an analytically or factually supported basis as opposed to the mere conjecture used in institutional advertising.

Direct response advertising is salesmanship in print or over the air. As salesmanship, it makes a complete case for the company, product, or service. It overcomes sales objections. It answers all major questions, and it promises performance or results and backs the promise with a risk-free warranty or money back guarantee.

Direct response advertising directs people to action. It compels readers, viewers or listeners to visit your establishment, call you, send in money or come to your location to invest in your product or service. Used effectively, direct response advertising can produce thousands of super-qualified, favorably-disposed prospects. It gets people to call, write in or buy.