Direct Response Advertising
Remove risk. Prospects like to try new things, but they don’t want to risk anything. Try money-back guarantees, or the ability to cancel with emphasis on customer service, any tactic to reduce perceived risk.
Direct Response Advertising
Emphasize your credibility. Testimonials, research, endorsement, years in business and other proofs help to show that dealing with you they are meeting an expert in the field.
Direct Response Advertising
Know who you are selling to. Sell to the person not stereotypes. A 60-something business executive isn’t the same as a 60-something retiree.
Direct Response Advertising
Don’t call seniors “seniors.” People who are 50 plus don’t think of themselves as senior and calling them that will just insult them. Likewise, never use the words “old” or “elderly.”
Direct Response Advertising
Don’t cram too much information into small spaces. Basically, direct response advertising requires only 3 things: 1) Make an offer 2) Include enough information to accept the offer and 3) Provide an easy means of responding to the offer. Everything else should be an enhancer but not crowd the message.
Rules of Communication
- Simplicity – Average Americans read at the 8th grade level. Use short words and sentences.
- Brevity – Fast life styles mean people won’t think about lengthy messages.
- Credibility – People are misinformed many times. Keep your promises.
- Consistency – You won’t necessarily be heard the first time. Stick to your message.
- Novelty – If you aren’t different, you’ll dissolve into the mainstream.
Cost vs. Value Equation
Advertising can often write-off direct mail as too expensive to produce and deliver compared to digital marketing. But cost vs. value should be examined. Successful direct mail produces higher response rates and higher close rates than digital marketing, according to “Target Marketing.” Direct mail is also retained longer by recipients.
Lead generation is not mail order
Many people think their lead generation must sell a product or service. But the purpose of lead generation is to get prospects to request more information – to be a door opener. Prospects won’t be waiting with a check in their hands. If it were that easy, there wouldn’t be a need for sales people.
Ask for the Sale
No matter what else is recommended, a salesperson ultimately must always ask for the sale.
Get Out What You Put In
Start small and strengthen over time. Put in the hours to build relationships with direct mail, social media and your customers. Brand recognition does not just happen overnight.
I Don’t Know
Don’t be afraid to say: “I don’t know.” No one expects you to know everything; plus you now have the opportunity, and a reason, to connect with the client or prospect again. Not only will you know you have provided the correct information, you will have built trust.
Become an Expert
Develop a expertise on a particular product, and become the go-to person in the marketplace. Enhance your reputation by participating in local/national events, publishing articles and hosting seminars on the subject.
Consider Your Audience
It’s all about the customer experience. Think about their experience and what they’re going through. Gather feedback. Consider what they like and what they don’t like. Try and fix the things they don’t like. Use their recommendations and concerns to change your tactics or direction. Your customers will appreciate it.
Bigger Footprint
You have a license to sell insurance throughout your state, or more. Then do it. There was one agent who shot from 95 contractors to 2,000 in four years. Her small town location did not dictate a small town marketing plan.
Show You Care
Show your customers you care by helping them when they’re in trouble, responding quickly and effectively to complaints, or providing sympathetic feedback. It’s up to you to build a symmetrical feedback loop of appreciation and understanding.
