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A quick guide by Brisbane Local Marketing

Direct Response Advertising

Direct Response Advertising

This type of direct advertising can be used to sell everything from business services

to takeaway food products

Direct Response Advertising

In our previous articles, we’ve been illustrating the importance of branding as an effective marketing strategy for your Brisbane business. Now, let’s dive deep into the second type of marketing strategy, which is known as ‘’direct response’.

Direct response marketing is generally intended to provoke an instant response and compel your future customers to take a specific action, like opting in to your email list. Other actions might include calling your business for further details about the product you’re offering, placing an order or visiting your webpage.

What makes a Direct Response Ad?

  • Trackability

Trackability is the first characteristic of a direct response ad. Let’s say you’ve put out a lot of ads on the table. A direct response ad is the one you can track to be responsible for generating a lot of responses. The idea is that it’s a direct contrast to brand marketing or mass media, where your consumers are generally so overwhelmed by your content that they won’t know what ad ultimately compelled them to purchase your product.

  • Measurability

The second one is that it’s measurable. You can easily monitor responsiveness and conversion rates from each ad, which gives you the ability to better understand what does and doesn’t work for future campaigns.

  • Bold Sales Copy

An effective direct response ad uses sales copy and compelling headlines. Direct response marketing caters a compelling message that attracts your chosen audiences. It utilises head-turning headlines with a powerful sales copy that can be characterised as “salesmanship in print”. Often enough, it looks like much more of an editorial than it does an ad.

  • Targeting a Specific Audience

A specific audience or niche is something a direct response ad targets. Prospects within specific verticals, geographic zones or niche markets are targeted. The ad intends to appear in a narrow target market.

  • Clear and Direct Offer of Value

Direct response ads also makes a specific offer rather than an open-ended one. Normally, the ad makes a specific value-packed offer. The goal is to not necessarily sell anything from the ad, but rather to simply get the customer to take a further step, like requesting a free report.

  • Focusing on the Customer

It focuses on the customer itself rather than the advertiser and talks about the customer’s desires, interests, frustrations, and fears. It’s polar opposite to brand marketing in this respect, which has a broader, one-size-fits-all marketing message that is mainly focused on the advertiser.

Direct response pushes your customers to respond to your ad. It has a “call to action”, compelling your customers to do something in particular.

Also, high probability audiences have easier ways to respond, such as via a regular phone number, a free recorded message line, website, fax-back form, reply card or coupons.

Upon gaining a response, the person’s contact information is captured to enable ongoing communication beyond the initial response, particularly via a short-term or multi-step process. This is where the customer is offered a second ‘irresistible offer’ shortly after the initial contact has been made. This can also be done in connection with the next step you want your customers to take, such as scheduling an appointment or going to your physical store.

Lastly, it’s important to keep in touch with your unconverted leads. Audiences who don’t respond within the short-term follow-up period may have a lot of reasons for not “evolving” into consumers in an instant. There’s a value in this bank of slow-to-evolve audiences; ensure you’re reaching out to them several times a month. 

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