Zero results from your AdWords and Facebook campaign?
Let’s be honest; we’ve all been there!
It’s the most frustrating feeling in the world.
You are confident you did everything right, but yet, nothing!
Where did you go wrong, you might wonder?
Well, the chances are, you didn’t do a good enough job in getting someone’s attention.
You see, it doesn’t matter what you sell; the first thing you need is to get someone’s attention.
Without it, you won’t be able to explain what you have to offer!
This is where direct response marketing comes in!
What is Direct Response Marketing?
Well, as it states, it’s a form of marketing that evokes a response on the spot from a potential client or customer.
This could be done through TV commercials, print ads, or in most cases, through the use of the internet!
However, keep in mind, to evoke that response, you need to ensure you capture someone’s attention.
To really get someone’s attention, and to do it well, you need a couple of things:
- An attractive offer
- Call to Action
Let’s start with the attractive offer, shall we!
The Attractive Offer:
Coming up with an attractive offer is crucial to the success of your marketing.
And this is what most small business owners tend to forget, especially brand new business owners.
The biggest problem small business owners have is the problem of obscurity.
Customers have no idea who you are or what you do, which is why they are so hesitant to engage.
Brand reputation takes time!
It takes years!
As a business owner, we don’t have decades, so we need to break the barrier of obscurity and ensure we entice someone to engage with what we have to say!
One way to do this would be to come up with an attractive offer!
The word “attractive offer” is subjective and abstract.
But know this, the customer is the only one that will be able to decide if your offer is truly attractive or not.
And the customer is always right!
An offer doesn’t always have to be a massive discount; it could also be something in the lines of a free trial or free report insight in the form of a report or workshop.
Also, the point of the offer is not to make an immediate sale, but more so, get the customer closer to your brand and product so that they can learn a bit more about you.
If your product or service is attractive and good enough, the sale will follow.
If there is another thing that we, as small business owners are terrible at, it’s providing sufficient information about what we are selling.
We are in love with our industry, and we assume that everyone else is as well.
As business owners, we do a ton of research when it comes to our products and services, and we assume the customer does the same while the complete opposite is true.
Majority of customers are not as “clued” up as we would like them to be, so it’s our responsibility to educate them on what they are buying and why not to mention why your offering is different to the competition!
Studies have also shown that people’s attention span is highest when you speak to them in a laymen’s terms fashion!
This is why it’s so important to remove all jargon from your product descriptions and sales pages!
Call to Action (With a Bit of Urgency)
Lastly, after ticking the above two boxes, the last box you will have to tick is the call to action.
It’s essential that you clearly explain to people what to do and what it means to them if they do it.
When we watch TV or browse online, we are in a bit of a brain dead state.
Our attention span is short, and our patience is even shorter.
The chances are they are going to move on to the next shiny thing unless you clearly explain to us what actions we need to take.
- “Click to Book a Call Now”
- “Book a Free Trial”
- “Secure Your Spot Today”
Adding some urgency can go a long way in improving your response rate because of the fact that 90% of people have mastered the art of procrastination.
- “Limited Spots Available”
- “Only For the First 100 Orders”
Statements like the above, along with a call to action, will pull us out of our braindead state and get us to pay attention to what you have to say and offer.
So, the next time you are creating ads for your business, whether it’s on social media or not, ensure to use the above three tips to drive a higher engagement rate!