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Clever ads can win awards and fame for your advertising agency. That’s great for them, but probably money down the drain for you.
You see, if your advertising agency is creating image-oriented ads, direct mail, brochures, sales sheets, websites, inserts and other collateral, you’re probably spending big money and getting little in return.
Don’t worry. Using these 3 easy secrets will let you double, triple or even more than quadruple the return on your marketing investment. What are the three secrets?
Choose only direct response copy
Good direct response copy is easy to recognize. Not because it wins an ADDY® or Clio Award for the agency. But because your toll-free phone number is ringing more, your website is generating more business and your postal carrier is delivering more checks to your address.
Why? Because the hallmark of good marketing is that it motivates your prospect to pick up the phone and call your toll-free number, go to your website and enter a credit card number or drop that check in the mail right away. At best, image-oriented ads help that same audience feel good about your product or service.
Direct response copy succeeds because it’s based in science
Most advertising agencies create art: clever copy, beautiful design. But if you want to get new customers, generate more revenue and make sales, pretty art is only a small part of the battle.
Sure, a direct response agency creates art, too. But the ads they create for you will be based on the science of what makes advertising effective and why. Using tried-and-true rules, a direct response copywriter will:
It’s easy to see how mastering the science behind direct response marketing gives your marketing materials the power to rapidly expand your customer/client base and dramatically increase your sales and profits.
And it’s even easier to see how not knowing the rules results in image-based ads being huge wastes of time and money. But what are these time-tested and proven direct response marketing rules?
Yes, direct response copywriters don’t begin with a clever idea. They begin with you. They:
After reading your ad or marketing material, your prospects will clearly understand how your product or service serves their needs and desires. Your prospects quickly become your buyers because they see why using your product or service is advantageous to them.
Your direct mail pieces, advertisements, websites and other materials have convinced them to buy. Image-oriented copywriters will attempt to sell your product’s or service’s features (characteristics). The truth is, features do not sell. In fact, feature-oriented advertising results in disastrous failures.
At best, these marketing materials fall short of their potential and cost you time and money.