When creating your business marketing materials, including your web site, your brochures and advertisements, your business cards, etc., you must be sure that you are always leading your reader or prospective customer to take action.
We do this through direct response communication. It’s a very effective way to grab your reader’s attention, keep them reading, answer their questions, soothe their fears, and get them to take whatever desired action you want them to take.
Problem is, most small business owners do not use direct response messaging in their marketing materials, including their website’s written, audio, or video communication.
4 Direct Response Methods You Should Be Using
In Your Marketing
- Compelling Headlines: How many times have you been to a website (maybe even your own) where the first thing you see is “Welcome to Our Website?” A more effective, direct response element would be an eye-catching, benefit-driven headline.
Without a compelling headline, you will not attract attention, and it’s unlikely that your visitor will read the rest of the page, or stay on your site and take action.
- Customer Testimonials: People buy from other people that they know, like, and trust. Customer testimonials are one of the most effective ways to build credibility. Ask for them, and use them throughout your site.
- A Risk-Free Guarantee: It can be difficult to get consumers to part with their money, especially in the current economy. Make it easier for them to make the decision to purchase by shifting the risk from them to you.
For a physical product, you may offer your customer 30, 60, or 90 days to examine and try the product, and return for a full refund if it’s not what they expected. No questions asked.
A service professional can also offer a guarantee. For example, a business coach may offer a full refund if the customer feels they did not receive value from an initial session.
These are just examples. Craft your own risk-free guarantee based on what feels right for your business and industry.
- A Call to Action: Tell your visitor what you want them to do next. Every piece of marketing material you have needs a call to action. Always lead your prospect to the next step. Always give them an action to take. For example:
- Type in name and address to receive your free report or weekly newsletter, or some other free giveaway.
- Click on a featured link to find out more about your fabulous services.
- The back of your business card tells them to go to your website to receive a free audio.
You get the idea. Direct response isn’t a vague message, but rather a specifically crafted message geared towards a targeted audience and designed to encourage them to take a specific action. And once you know your target market (I’ll cover that in another post) and their needs, then direct response becomes very easy to communicate.
Comment below about your experiences with direct response communication, and how you can or do incorporate it into your own marketing materials.