Instant Marketing Fix – Why Direct Response Advertising Sell More?
If you have been in business, then you know how advertising and marketing are back bone of any business. Even if you understand that, chances are you are still running ads that are costing you more than the returns on it.
For example.
If your newspaper advertisement costs you X dollars and you are not sure how much business this ad generates then you are just wasting your money.
If your newspaper advertisement costs you X dollars and it’s gives you return on X dollars too, then you should understand there are ways you can increase profit on your advertisement.
In New Delhi, One of the magazine publishing company asked for a critique in their on-going advertisement. The headache was they were getting almost no subscribers (close to 400–500 subscriber a month).
Now for a magazine these numbers are very important. One of the monetization method that they use depends on “how much people are ready to spend in their magazine”.
Now When I was critiquing their full page ad. I told their marketing manager to create a better offer and show him what kind of offer it’d work. Plus I re-wrote few key lines in the ads that helped generate subscribers.
My critique gave them 12–15 things to change immediately. (NOTE: All of this is about copywriting that sells, click here for more info).
When the next time they ran they changed 3–4 things and improve their offer for subscription.
Can you guess how the change worked?
Their subscription jumped from 500 a month to 15,000 a month.
They didn’t pay anything extra to run this advertising. They didn’t pay anything extra to create new offer. All they changed was few words on the advertising.
The key to success here was “Direct response advertising”. In DR ads, the reader is engaged and directed to act (or buy). There’s nothing un-ethical about this as all the ad discuss the benefits of working with your company, the product or the service in detail.
This kind of advertising works in print, Audio(radio), Video (infomercials) and internet (web copy). You’d be surprised by the results you see after you make few key changes in the copy.
Remember a Good marketing strategy + Good Advertisement = Good Results.
Good marketing strategy + Good Advertisement + Good product/service = Damn Good Results.
This is as simple as that. So if you want to improve your chances, you should think about how to improve your advertising to succeed.
If you need help with critiques, you can check with me here.
Varun Pratap
Desire. Commit. Succeed.
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