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Saturday, 15-Sep-2012 07:28 Email | Share | Bookmark
Direct Response Advertising What Is This?

Direct reaction advertising is any kind of advertising that gets a reaction you are able to measure - a filled-out coupon returned, a select an email link, a phone call. In other words... that gets folks to inquire about for additional information, or gets these phones buy because a direct outcome of the advertising.Also known as "responsible advertising," direct reaction advertising is different from several thousand buck Tv advertisements that simply captivate or think of yourself as smart ("image [or "brand" advertising"), however, provide no proof that folks really buy the product or Maintenance advertised.Direct Mail PromotionsA direct send marketing normally has:
  • outer envelope, occasionally with a "teaser" (text that attempts to get the reader to open the envelope) about it
  • sales letter (short or long)
  • "lift letter": a short letter or note finalized by somebody besides the individual whose name appears in the sales letter (helps lift response)
  • brochure: (optional - sales letter occasionally better without it) offers information regarding a product/service
  • "buckslip": a comparable size because a buck bill, it frequently provides a "premium" (a complimentary present given because in incentive to buy the product/service)
  • order form
  • reply envelope
But the most important part is the sales letter.An beneficial sales letter frequently has these elements (even though the prescribe can vary):
  • preheadline (optional) - a smaller headline above the primary headline that entices the reader to see the primary headline
  • headline - the most understand, so most important, part of a sales letter (at least 11 types of headlines)
  • greeting - addresses the prospect
  • promise - what the product/service may do for the prospect
  • picture - explains how the product/service may enhance the prospect's lifetime (gets the prospect to imagine herself in the hot situation)
  • proof - details plus figures that back up the statements
  • credibility - reviews of how the product/service has assisted others
  • unique marketing proposition - how the product/service varies from plus is a lot better than the rest
  • false close - breaks logical sequence of the letter (to avoid being too predictable)
  • close - repeat/summarize the benefits
  • offer - what the buyer gets from you (the product/service)
  • guarantee - the buyer is safe (the danger is all yours)
  • call to action - what the buyer should do
  • PS - the 2nd most understand part of a sales letter (at least 5 types of PS)
© 2011 Eldo Barkhuizen BA, HDEDirect Response Advertising\n

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