Here's why you need to get a response from every single advertisement...
Direct Response vs Brand Advertising
It’s quite likely, that you’ve never heard the difference between direct response and brand advertising. Most marketers would do one or the other, even if they weren’t conscious of it.
But the distinction is very important, especially for small businesses, and this is where many issues can begin.
You see, if you’re a small business owner or just starting out with ambitions of being a big business, you need to be focussing 99% of your efforts solely on direct response advertising.
Brand advertising is what the majority of advertising is judged by. It’s the clever TV ads, the vast majority of magazine and newspaper ads, billboards, radio and website banners.
Brand advertisers are primarily interested in awareness by getting their brand in front of you as much as possible. This aide’s conversion, but doesn’t necessarily produce immediate results.
They do it so the next time you’re in the market for what they are offering, they want to be ‘top of mind’ in the set of brands you would consider.
This sort of advertising should be reserved for those with big budgets; most of the worlds largest advertisers.
Direct response advertising is targeted. And it’s focussed on getting a response.
Each and every ad should get a response. From a specific audience. It has a reason the reader should take action now like a compelling offer.
It’s not nearly as exciting, but it gets the job done. It gets people calling, emailing, signing up, and on the road to buying.
And with direct response advertising, you can easily measure what works and what doesn’t. You’re investing in the sale rather than the equity of your brand. That can build over time.
With a small budget, direct response advertising is your only wise option.
Libby Evans is a Marketing Coach who teaches small business owners to create valuable and meaningful businesses and show how extraordinary they are in their marketing. Find out more about her affordable NZ based marketing strategy workshops here.