It's amazing to me how much advertising material I see that
DOESN'T ask for a response from the reader!
I don't know what it is, but it seems to me that huge
numbers of business owners aren't any more clearer about
what they should be asking their customers or prospect to
do, then those of a hundred years ago.
I mean, we all should've learnt something by now, right?
You see, all around we're bombarded with colourful, flashy,
'creative' advertising that has no other intention than to
create a splash.
And by splash, I mean to attract attention WITHOUT asking
for any other response. It's called IMAGE advertising.
Putting ones name in front, hoping people will buy based on
that alone.
Of course, if you're a 'biggie', like Coke, Pepsi, Nike,
Persil, etc, you can afford to do it (though why they still
do it when they can easily draw in millions by interacting
with their audience, is a mystery).
But, as we're not big institutions, with deep wells of cash
to then go spend it on some daft ad agency to spill their
nonsense on us, we've got to be a little smarter, a little
more agile, a little more ninja like in our approach.
So, what should we be doing those steers us away from that
image-based stuff? And listen: it's not your fault if
you've been doing IMAGE style advertising until now.
Because ... here's the solution to the problem.
And that being... ASK FOR A REPONSE!
There. Pretty painless.
Now, it'd be pretty cruel of me to let this article slip by
without giving you several ways to elicit a response, a
murmur, a whisper from your audience (plus I would've
skated by on my promise made to you in the article headline
- tut tut!).
So then, here are 10 WAYS you can easily use to
dramatically increase the effectiveness of your advertising
and marketing.
1. HAVE A PRIZE DRAW!
There's nothing simpler than to ask prospects and customers
to call in, to fill in a form, to email you because of
winning something. And let's face it, WE ALL LOVE TO
RECEIVE PRIZES AND GIFTS. Asking readers to respond doesn't
have to be fancy, complicated or boring. Something as
simple as - " Listen, before I go, I want to tell you that
there's a mystery prize worth £249.00 up for grabs.
All you got to do is fill in the attached form, put PRIZE
DRAW somewhere on the margin and post it off in the
pre-paid envelope. Then, sit back and relax."
2. MAKING A FREE OFFER!
I'm sure that you've probably got some information that you
could ask people to call in for? I mean, even a butcher can
say " drop in on the week beginning 1st October and you'll
get a special booklet called "Making Sizzling Dishes Using
Succulent Sausages!"
3. SOMETHING EXTRA IF YOU SEND YOUR ORDER WITH PAYMENT
This is what we're all ultimately looking for. "Send your
cash with this order and your goods'll be rushed over to
you in a jiffy. PLUS, you'll get a super little gift that
you'll never want to share with anyone. Your own super
little indulgence!"
4. FILLING IN A QUESTIONNAIRE
From the latest information by DMIS (Direct Mail
Information Service, there seems to be more people
responding to questionnaires then any other response
mechanism). So, why not include one in your next
communication to your audience? You don't have to make it
elaborate or make it have an award winning design. Keep it
simple, to the point and of interest to the responder.
5. VISIT WEBSITE
If you're short on space, on cash, on telling your full
story in a print ad, direct mail letter, flyer, brochure or
other promotional literature, then driving people to your
website, where they can GET THE FULL STORY, is an ideal way
to get a great response.
But of course, you'd better have something interesting and
compelling to say that favours the reader!
6. MAKE AN APPOINTMENT
Any business can schedule an appointment for customers. Be
it by phone, call in to place of business, by email, MSN
messenger, fax, or any other way YOU want people to contact
you to make an appointment. The most successful
hairdressers, marketing consultants, party planners, estate
agents, you name it, all work on a scheduled appointment
basis. Can you use it in YOUR business?
7. MAKE A DONATION
No matter what business you have, or intend to have, you
can easily hook up with a charity and have people respond
to your messages where you inform them that a certain
element of the sales, gets forwarded to the charity. And,
if they wanted to make a contribution over a special
nominated amount, you'll be rewarding them in some way.
8. CUT OUT COUPON
Have you ever snipped out a coupon from a newspaper or
magazine? Whether it be a discount for health vitamins at
Boots, £5.00 off shopping at your local Sainsburys or
Tescos, or even a BY ONE GET ONE FREE at your local Pizza
Hut. You too can, and should use COUPONS as a response
strategy.
9. GAMES, QUIZZES AND SPOT THE DIFFERENCES!
You know, it's not that often people get to experience the
lighter side of life. The more you can help lift the burden
and weight off their shoulders for a little while, the more
they'll cherish you. If in your communications you set
little quizzes, games, puzzles... where the winner will get
a prize when they send in their answers, the mere
interaction will soon have your readers TRAINED to respond
to you in regular intervals.
Why not try it?
10. SOMETHING CONTREVERSIAL
Have you thought what the response would be if you sent in
something CONTREVERSIAL to your readers, prospects or
customers?
I know this may not be something popular, but, it certainly
creates a flurry of interest. I remember an ad where the
Headline said something like...
"Another Family in John Jones Neighbourhood Will Soon Be
the Victim of a Violent Mugging!"
Now, the 'John Jones' was real name of a person. There was
a direct mail letter sent to certain names on a database
selling a set of self-defence fighting videos. The videos
sold okay, but, there was a number of irate people who
received the letter, upset about the headline and the
thought of muggings.
Here's what happened next:
Another letter was sent APOLOGISING PROFUSELY about any
distress the letter had caused. It then went on to say that
if they wanted, they could have the video set at half price
as a way of compensating for the grief caused.
RESULT? They sold MORE videos at the half price than the
full price one!
Hmmm... in what little ways can you spark a profitable
'controversy'?
So there you have it.
Put any of the 10 ways to work to get people responding to
your advertising and marketing messages, and see your
responses... explode!
----------------------------------------------------
Nick James is a UK based direct marketer and product
developer. During the last 5 years Nick has sold in excess
of £1.6 Million Pounds worth of products and sevices
online. Subscribe to his Free Tip Of The Week email at:
http://www.Nick-James.com
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