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During the 1870s Montgomery Ward received a letter “I suppose you were wondering why we haven’t ordered anything from you since the fall. Well, the cow kicked my arm and broke it, and besides my wife was sick, and there was the doctor bill. But now, thank God, that is paid, and we are all well again, and we have a fine new baby boy, so please send plush bonnet number 29d8077”
He replied immediately… “Regrets about the broken arm and the wife’s illness, congratulations over the son, thanks for the order for the bonnet – and an inquiry as to whether the customer had noticed the anti-cow kicker shown in the catalogue”
This early example of direct market shows how individualized communications can help your business be more personalized and meaningful in its message to consumers. You will be more likely to get a measurable response and engage customer feedback.
“Direct marketing is an interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location, with this activity stored on a database.” (Direct Marketing Association)
The benefits of direct marketing is it can be something as simple as the example used above. Its ideal in franchising because you can combine advertising and selling and cut out the intermediary like a salesperson or store.
The customer focus means you can emphasize on order fulfillment functions and build long-term relationships. Direct marketing is precision targeting so you will save money by addressing the communication to individuals.
You can easily apply direct marketing on your website by using direct response advertising the key is to…
- Attract users (traffic, traffic, traffic – search engine optimisation)
- Engage their interest and participation
- Retain users, ensuring that they return to an application
- Learn about users preferences
- Relate to them with customised, personalised approaches that add value to the interaction.
It is important that your ad employs a creative strategy in the visuals but is simple to view, fun and interesting. The message needs to be simple. For example make an offer or interesting and informative details bout the product or service. And instructions should be clear and easy to understand.
There are four elements you need to keep in mind when you are developing your direct-response advertisement.. Number one is the headline needs to be short - nine words or less works effectively. The content of the copy also needs some attention make sure it is well written and carries the readers interest but not too long. The graphics should be high quality, clean and simple with a sophisticated layout.
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The selling point needs to focus on the benefit. For example instead of saying a washing machine is “only 1 meter width” a benefit selling point would be “compact” or “plastic container base” would relate better to customers as “won’t break if dropped”
Guidelines to effective copy
You must know your product and your market inside out by looking at every selling point, aim the writing at the most likely prospects as apposed to mass coverage. Talk in a language the prospects will understand and if you make a promise make sure you prove that you can deliver that promise.
The headlines and lead paragraphs need to be specific to the selling proposition make the important promise immediately
Here are some important guidelines your business needs to consider in personalizing your advertising copy;
- Is the copy concise?
- Is the copy complete? Does the writer believe in what they are selling?
- Are all the questions answered especially obvious ones like price and availability?
- Is the copy designed to sell?
So no matter how big or small your business is you can benefit from direct marketing.
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