"How To Get More Business In The Next Month Than You Now Get All Year... And Keep It"

Marketing Strategy #3

Example: What is a direct response ad?

It's an ad that contains the following:

1. A headline

2. Creates interest in your service or product

3. Creates desire in the prospect

4. Has a specific offer

5. Has a deadline or cut off date

Most advertising in magazines, newspapers, on radio and TV are not direct response. They are institutional advertising (also called "Image" advertising). There is no way of accurately tracking response since there is no specific offer.

Why Do Advertising Agencies Like Institutional Advertising?

They can't be held responsible for zero results. If an ad campaign doesn't increase sales they blame it on the following:

a. The economy

b. They tell you that you need to run these ads that didn't work over again & suddenly they will work.

Out of the two, the second is by far the worst. Advertising agencies are notorious for saying "well the public just needs to see your ads more often and then you'll start to get more sales". Many people waste alot of money doing this and still don't get results to their bottom line sales.

This theory is flawed. If an ad doesn't work at all once, it's not suddenly going to bring in lots of money. It doesn't work that way. There is a tiny bit of truth to it. A very, very small percentage of your response will come from people that have sen the ad before. This is frosting on the cake. There certainly is not enough to substantiate wasting more money.

Advertising agencies are interested in being "creative" and "cutesy". That what wins advertising awards. We think this is totaly ridiculous. The advertising field gives awards based on creativity not results. Many ads that have won top awards didn't produce any substantial increase in sales. They have forgotten that advertising is meant to do one thing and one thing only:

To Get More Clients

That's the only reason proifitable businesses advertise. Not concerned about name recognition (Ego)- just to get more clients.

Building name recognition is only possible with a huge, huge advertising budget. There is a lot of waste in that type of advertising but some really big businesses can survive with that waste. Businesses like McDonalds, Dominoes, and Budweiser- they can afford that massive waste. Can you? Of course if they used savvy direct response techniques they'd cut the waste out of their advertising and their sales and profits would dramatically improve.

Small, local businesses do not have that option. We can't afford to waste marketing dollars on ads that don't pull immediate cash.

Direct response is results oriented. You know exactly how much you made from work that come from each direct response method.

Emotional direct response marketing gives your prospects something they want and tells them exactly what to do to get it. It gives them compelling reasons to use you. It gets response. And response means $$.

Here are some initial rules when marketing your trucking business:

• Never do anything you can't track the results.
• Never run an ad, flyer, radio spot, letter, etc. a second time that didn't work the first time.
• Never fall in love with your advertising.

This is a common mistake for people first starting out with direct marketing. An ad is only good if it gets results. Period. Don't fall in love with any ad until you have tested it and know that it pulls.

Become a student of direct marketing. Learn everything you can about it. The more you learn about marketing, the more money you'll make. Even if you drive for a company, you can use this info to build peoples perception & value of yourself to make more money.

The techniques we are giving you in this program will all be direct response. We'll also be adding links to more information on this page and in your control panel for books, tapes, & other products you can use to make more money. You will be notified as soon as this info is up for your viewing.

To Your Success!