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Why You Should Consider Using Direct Response Advertising

6/26/2023

Greetings,

The jury’s out . . . or is it . . . on what “type” of advertising you should be spending your hard earned money on.

And I’m going to level with you . . .

It’s a “no-brainer” – especially if you demand results.

Sure, you can always do what everyone else does i.e. run “industry or brand type advertising (and spend a ton on becoming a brand) or your advertising can produce sales. This is not to say that it can’t do both because it can.

And to quote my beloved Pastor Randy, “you can be wrong if you want to,” (in jest) so . . .
. . . You can be wrong about direct response advertising. The choice is up to you- test it out (done correctly) and add up the results. Or keep doing what you’ve been doing and operating in the blind.

Here’s a quick list of why maybe you should consider kicking the old DR “tires” . . . .
Direct response advertising offers several benefits for businesses. Here are some of the key advantages:

Measurable Results: Direct response advertising allows for clear and measurable results. By including specific calls to action, businesses can track the response rates, conversions, and return on investment (ROI) of their advertising campaigns. This helps in evaluating the effectiveness of the ad and making data-driven decisions for future campaigns.

Targeted Audience: Direct response advertising enables businesses to target specific audience segments based on demographics, interests, behavior, or other relevant criteria. By reaching the right people, businesses can maximize the chances of generating a response and converting prospects into customers.

Immediate Action: Direct response ads are designed to elicit an immediate response from the audience. Whether it's clicking a link, making a purchase, signing up for a newsletter, or requesting more information, the call to action prompts the audience to take immediate action. This can lead to faster conversions and quicker results compared to other forms of advertising.

Cost Efficiency: Direct response advertising allows businesses to optimize their marketing budgets by focusing on measurable results. Since the performance of each ad can be tracked, businesses can allocate their resources to the most effective campaigns, channels, or target audiences. This optimization helps in maximizing the ROI and minimizing wasteful spending.

Building Customer Database: Direct response advertising often involves capturing customer data through lead generation forms, email sign-ups, or opt-ins. This helps businesses build a database of interested prospects and customers, allowing them to establish long-term relationships, nurture leads, and send targeted marketing messages. A well-maintained customer database can be a valuable asset for future marketing efforts.

Testing and Iteration: Direct response advertising allows for testing different variables such as ad copy, creative elements, offers, or landing page designs. By running A/B tests or split tests, businesses can identify the most effective combinations and refine their campaigns accordingly. This iterative approach helps in continuous improvement and optimizing the advertising performance over time.

Control and Flexibility: Direct response advertising provides businesses with control over their messaging, timing, and budget. They can choose when and where their ads appear, customize the content to match their brand voice, and make adjustments based on real-time data. This flexibility allows for agile marketing strategies and the ability to respond quickly to market changes.

Overall, direct response advertising offers businesses a targeted and measurable approach to marketing, enabling them to drive immediate action, optimize their budget, and build valuable customer relationships.

So there you have it - some food for thought.

If you are interested a FREE Advertising Toolkit, I invite you to visit my website: www.emettemassey.com – and grab it while it’s available.

Until next time . . .

Peace and prosperity!

Emette

P.S. Seriously, if you’ve been struggling on how to write good sales copy and you’d like some help, get our FREE Advertising Toolkit! It’s includes a “copywriting bible” that shows you exactly how to write great copy. Plus you’ll also get a slew of low cost marketing and advertising ideas that you can put to use NOW! Bonus: FREE Advertising Consultation.

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Grow Your Business With A Great USP

6/23/2023

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Greetings,

Let’s hop in our time machine and take a little trip back in time and meet up with Rosser Reeves.

Unlike most advertising creatives, Reeves believed the purpose of advertising is to sell rather than being clever or humorous. Thus the phrase “unique selling proposition” was coined by none other than Rosser Reeves.

Reeves was a pioneer of TV advertising successfully selling such products as Anacin, M&M’s candies, Bic pens, and Colgate toothpaste.

In 1961 he wrote Reality in Advertising (Knopf) which is still taught at Harvard Business School.

Creating a great Unique Selling Proposition (USP) is essential for differentiating your product or service from competitors and attracting customers.

Here are a few tips on how you can tap the power of a great USP for your business . . .

Understand your target audience: Identify your target market and gain a deep understanding of their needs, preferences, and pain points. This knowledge will help you tailor your USP to resonate with your audience.

Analyze your competition: Research your competitors to understand what they offer and how they position themselves in the market. Identify gaps or areas where you can offer something unique or better.

Identify your unique features or benefits: Determine what sets your product or service apart from others. It could be a unique feature, a specific benefit, exceptional quality, a different pricing strategy, outstanding customer service, or a combination of factors.

Focus on customer value: Your USP should communicate the value your product or service provides to customers. Highlight how it solves their problems, meets their needs, or improves their lives in a distinct way.

Be specific and clear: A strong USP should be concise, specific, and easy to understand. Avoid vague or generic statements. Clearly articulate what makes your offering special and why customers should choose you.

Use compelling language: Craft your USP using persuasive language that captures attention and generates interest. Use strong adjectives, action words, or emotional triggers that connect with your target audience.

Emphasize benefits over features: While features are important, focus on the benefits your customers will experience by using your product or service. Highlight how it will make their lives easier, save them time or money, improve their well-being, or provide a unique experience.

Test and refine: Once you have developed a USP, test it with your target audience to gather feedback. Pay attention to their reactions and refine your USP based on their input. Iterate until you find a USP that resonates effectively.

Align with your brand: Ensure that your USP aligns with your brand's overall positioning, values, and messaging. Consistency across all marketing efforts will reinforce your USP and build a strong brand identity.

Communicate consistently: Integrate your USP into your marketing materials, website, advertising campaigns, and customer interactions. Consistent communication of your USP will help build brand recognition and reinforce your unique position in the market.

Remember, a great USP should be unique, customer-centric, and compelling. It should clearly differentiate your product or service and convince customers that choosing you over competitors is the best decision they can make.

Want some examples?

Here you go:

Volvo: "Volvo, the safest car in the world." Volvo has built a reputation for prioritizing safety features in their vehicles, making it a strong USP.

FedEx: "When it absolutely, positively has to be there overnight." FedEx emphasizes its reliability and speed in delivering packages, positioning itself as a trusted and efficient courier service.

Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free." Domino's differentiates itself by focusing on fast delivery, promising customers a quick and convenient experience.

Apple: "Think different." Apple has consistently positioned itself as an innovative brand that challenges the status quo, appealing to customers who seek cutting-edge technology and unique designs.

Airbnb: "Belong anywhere." Airbnb offers a unique travel experience by connecting travelers with local hosts, emphasizing the idea of feeling at home anywhere in the world.

Dollar Shave Club: "Shave time, shave money." Dollar Shave Club disrupted the shaving industry by offering affordable, high-quality razors delivered to customers' doors, appealing to those looking for convenience and savings.

Southwest Airlines: "Low fares. Nothing to hide." Southwest Airlines focuses on affordable prices, transparent fees, and a no-frills approach, positioning itself as a budget-friendly and trustworthy airline.

M&M's: "Melts in your mouth, not in your hands." M&M's highlights its chocolate candy's unique feature of not melting easily, assuring consumers of its convenient and mess-free consumption.

Tesla: "Accelerating the world's transition to sustainable energy." Tesla promotes its electric vehicles as a way to contribute to a greener future, appealing to environmentally conscious consumers.

Amazon: "Earth's biggest selection." Amazon offers an extensive range of products, emphasizing its vast selection and convenience in one-stop online shopping.
These examples illustrate how different companies leverage their unique qualities to differentiate themselves in the market and attract customers.

So there you have it.

If you are interested a FREE Advertising Toolkit, I invite you to visit my website: www.emettemassey.com – and grab it while it’s available.

Until next time . . .

Peace and prosperity!

Emette

P.S. Seriously, if you’ve been struggling on how to write good sales copy and you’d like some help, get our FREE Advertising Toolkit! It’s includes a “copywriting bible” that shows you exactly how to write great copy. Plus you’ll also get a slew of low cost marketing and advertising ideas that you can put to use NOW! Bonus: FREE Advertising Consultation.

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DRPR – Why You Should Be Using This

6/22/2023

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Greetings,

DRPR? Seriously?

Yeah, I can see the question marks flowing from your brain. . .
What the heck are you talking about?

If you’re like me, you really like seeing positive results in your marketing and advertising plan. And when I say ‘positive results’ I’m referring money flowing into your bank account as a result of marketing that pays!

Direct Response Public Relations (DRPR) is a strategy that combines elements of direct response marketing with public relations techniques. It aims to generate an immediate and measurable response from the target audience by using persuasive communication and compelling calls to action.

So, why not include this in your marketing toolkit?

Note: I first discovered DRPR from one of my favorite mentors, Bob Bly. Also note I’m an affiliate for many of his excellent informational products.

Ok. Now you’ve been warned, lol.

Mushing onward.

Like all greatly executed direct response advertising, DRPR typically involves crafting a targeted message or story that appeals to the audience's emotions and interests.

This message is then distributed through various channels, such as press releases, social media, email marketing, or direct mail, with a clear and specific call to action. The call to action may encourage the audience to visit a website, make a purchase, sign up for a newsletter, or take any other desired action.

The key elements of DRPR include:

Targeted messaging: Developing a compelling message that resonates with the target audience, addressing their needs, desires, or pain points.
Direct response mechanisms: Incorporating clear and actionable calls to action that prompt the audience to take a specific action, such as clicking a link, calling a number, or making a purchase.
Measurability: Implementing tracking mechanisms to measure and evaluate the response rate and effectiveness of the campaign, enabling data-driven decision-making for future campaigns.

Distribution channels: Utilizing a mix of channels to reach the intended audience, including media outlets, social media platforms, email lists, and direct mail, among others.
Relationship building: Recognizing that DRPR is not solely focused on immediate responses but also aims to build and nurture relationships with the audience over time.

By combining the persuasive and actionable elements of direct response marketing with the credibility and relationship-building aspects of public relations, DRPR seeks to create a powerful and measurable impact on the target audience.

So there you have it.

If you are interested a FREE Advertising Toolkit, I invite you to visit my website: www.emettemassey.com – and grad it while it’s available.

Until next time . . .

Peace and prosperity!

Emette
P.S. Seriously, if you’ve been struggling on how to write good sales copy and you’d like some help, get our FREE Advertising Toolkit! It’s includes a “copywriting bible” that shows you exactly how to write great copy. Plus you’ll also get a slew of low cost marketing and advertising ideas that you can put to use NOW! Bonus: FREE Advertising Consultation.

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Is it Live Or Is It Memorex?

6/21/2023

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Greetings,

If you’ve been around for a while, you may remember those Memorex tape commercials from the early 1980s.

Though I’m not convinced playing back a recording would actually shatter glass, the reproduction was amazing and sounded pretty darn good.

I always liked using Memorex cassettes (dating myself here) for several reasons:
The recordings sounded good.

They were affordable.

And they held up decently.

Not totally sure if Memorex is still around. Rumor has it they were acquired by Imation and Digital Products International.

Technology runs at a lighting quick pace.

And A.I. is no exception.

Truth be told, I shunned the notion of A.I. language processing tools –especially something that mimics human conversation. “writing articles” for too many reasons to list here.

But, I’d dialed back my reluctance and started playing around with the idea of embracing it and plugging it into my little direct marketing business.

So, why not embrace it for what it’s worth?

Note: There’s still a good deal of criticism from journalists, artists, and educators are doling out since the release of ChatGPT and other artificial intelligence chatbots.

The question is “what ways could I use the new technology to generate sales.”

Well, let’s just see what ChapGPT says . . .

Using ChatGPT effectively can indeed help increase sales by engaging with potential customers and providing them with valuable information. Here are some tips on how to use ChatGPT to boost sales:

    Embed ChatGPT on your website: Integrate ChatGPT into your website to provide instant support and answer customer queries. This can help increase customer satisfaction and improve conversion rates.

    Personalize interactions: Train ChatGPT using your customer data and sales information. By doing so, you can tailor its responses to align with your brand's tone and style, creating a more personalized experience for customers.

    Offer product recommendations: Utilize ChatGPT to understand customers' needs and preferences, and provide tailored product recommendations. This can assist customers in finding the right products or services, leading to higher sales.

    Provide 24/7 support: ChatGPT can be available round the clock to assist customers, even outside regular business hours. This ensures that customers receive prompt responses and support, which can lead to increased trust and sales.

    Create interactive product demos: Use ChatGPT to simulate interactive product demos, allowing customers to virtually experience your offerings. This can help customers understand the benefits and features of your products, leading to higher conversion rates.
    Upsell and cross-sell opportunities: Train ChatGPT to identify upselling and cross-selling opportunities based on customer inquiries. By suggesting relevant products or services, you can increase the average order value and generate additional sales.

    Capture leads and contact information: Implement ChatGPT to collect lead information during customer interactions. This allows you to follow up with potential customers and nurture them through the sales funnel.

    Optimize marketing campaigns: Analyze customer interactions with ChatGPT to gain insights into their preferences, pain points, and objections. Use this data to refine your marketing campaigns and target your messaging more effectively.

    Provide proactive assistance: Use ChatGPT to proactively engage with website visitors, offering assistance or special promotions. By initiating conversations, you can capture customer interest and guide them towards making a purchase.

    Continuously train and improve: Regularly update and train ChatGPT with new customer interactions and feedback. This helps improve its accuracy and effectiveness over time, resulting in better sales support.

Remember, while ChatGPT can be a valuable tool for increasing sales, it should be used as a complement to human interaction rather than a complete replacement. Balancing automation with a human touch is crucial for building trust and establishing strong customer relationships.

So there you have it.

I tend to agree that this could be a tool to help you gain marketing ideas and complement your human interaction. Key is balance and never losing sight of your clients.

If you are interested in any of this, I invite you to visit my website: www.emettemassey.com – as you’ll find that sort of good stuff there.

Hey, while you’re there, why not grab a FREE Advertising Consultation and our Free report, “9 Remarkable Ways To Increase Sales.” Its chocked full of practical, low cost marketing methods!

Until next time . . .

Peace and prosperity!

Emette
P.S. Seriously, if you’ve been struggling on how to write good sales copy and you’d like some help, get our FREE Marketing Toolkit! It’s includes a “copywriting bible” that shows you exactly how to write great copy. Plus you’ll also get a slew of low cost marketing and advertising ideas that you can put to use NOW! Bonus: FREE Advertising Consultation.

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Why You Should Consider Using Direct Response Advertising

Grow Your Business With A Great USP

DRPR – Why You Should Be Using This

Is it Live Or Is It Memorex?

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