Direct response marketing is designed to solicit a specific, immediate and quantifiable response.
That means it is sent out to a specific list of people, not just everyone and anyone. It’s designed to get someone to open their wallet, not just store something in their memory. Finally, its performance can be measured and tracked.
Branding is the opposite of direct response marketing. Branding is visible to everyone, does not solicit an immediate response and is difficult to measure.
In this video, filmed at the Platinum Mastermind in Curacao, MaryEllen Tribby explains why direct response marketing beats branding.
THE DIFFERENCE BETWEEN DIRECT RESPONSE AND BRANDING
Branding is what you see in a Super Bowl ad. Imagine you’re watching the Super Bowl and you see an ad for Doritos. You’re not going to immediately run out to the store and buy Doritos the minute that the ad finishes.
Instead, the ad will be stored in your memory. Next time you’re in the store, you’ll see Doritos and remember the ad. If you liked the ad, you’ll be more likely to buy.
This works well for Doritos, but most entrepreneurs don’t have a million dollar budget to run a Super Bowl ad. That’s why we rely on direct response marketing.
DIRECT RESPONSE MARKETING IS TARGETED
Direct response marketing is very targeted. You’re going directly to the person who will buy, not just broadcasting to everyone.
This is the “direct” part of direct response marketing.
Every viewer of the Super Bowl got the same commercials, no matter their demographics and tastes. On the other hand, when each person logs into Facebook, they get different ads tailored to them. That’s one of the benefits of direct response marketing.
DIRECT RESPONSE MARKETING HAS AN EXPLICIT INTENT
Infomercials are another example of direct response marketing. When you watch an infomercial, it’s not concerned with planting an image into your memory. It has the explicit intent to get you to buy, call a phone number or take some immediate response.
This is the “response” part of direct response marketing.
Once you have a targeted list, don’t send it just anything. If the material you send to your list does not have an explicit intent and does not solicit an immediate response, it’s not direct response marketing. It’s pure branding and will most likely be a waste of your money because there’s always an opportunity cost.
MORE ADVANTAGES OF DIRECT RESPONSE MARKETING
Direct response marketing has a low cost of entry and it works in smaller niche markets.
A Super Bowl ad will only work for you if you can afford a million dollar budget and your product has mainstream appeal. Otherwise, you will have far better luck with direct response marketing.
The other benefit of direct response marketing is you have the ability to accurately measure the results.
If sales of Doritos go up after the Super Bowl ad, it’s difficult to know whether it was because of the ad or due to other factors. When you send out marketing to a specific list and solicit an immediate response, you can measure your success rate and your ROI exactly.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to use direct response marketing and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.