Direct Response Advertising - What Is It?

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Direct response advertising is any type of advertising that gets a response you can portion - a filled-out coupon returned, a click on an email link, a phone call. In other words... That gets habitancy to ask for more information, or gets them to buy as a direct succeed of the advertising.

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How is Direct Response Advertising - What Is It?

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Also known as "accountable advertising," direct response advertising is different from some million dollar Tv commercials that just entertain or try to be clever ("image [or "brand" advertising"), but give no proof that habitancy de facto buy the product or aid advertised.

Direct Mail Promotions

A direct mail promotion regularly has:

outer envelope, sometimes with a "teaser" (text that tries to get the reader to open the envelope) on it sales letter (short or long) "lift letter": a short letter or note signed by person other than the person whose name appears in the sales letter (helps lift response) brochure: (optional - sales letter sometimes more sufficient without it) gives info about a product/service "buckslip": about the same size as a dollar bill, it often sells a "premium" (a free gift given as in incentive to purchase the product/service) order form reply envelope

But the most foremost part is the sales letter.

An sufficient sales letter often has these elements (although the order can vary):

preheadline (optional) - a smaller headline above the main headline that entices the reader to read the main headline headline - the most read, so most important, part of a sales letter (at least 11 types of headlines) greeting - addresses your prospect promise - what your product/service will do for your prospect picture - describes how your product/service will improve your prospect's life (gets your hope to dream herself in the new situation) proof - facts and figures that back up your statements credibility - testimonials of how your product/service has helped others unique selling proposition - how your product/service differs from and is great than the rest false close - breaks logical sequence of the letter (to avoid being too predictable) close - repeat/summarize the benefits offer - what the buyer gets from you (your product/service) guarantee - the buyer is safe (the risk is all yours) call to operation - what the buyer must do Ps - the second most read part of a sales letter (at least five types of Ps)

© 2011 Eldo Barkhuizen Ba, Hde

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