You've probably heard the phrase before, but you might still be wondering, "what is direct response marketing?"
Luckily, it's simple.
One of the most important parts of any marketing campaign is to get the customer to take action. If they don’t, the marketer has wasted valuable time, money and resources.
Still, most customers won’t just take action on their own. Instead, they need to be told…
This is where direct response marketing comes in.
With direct response marketing, marketers are able to compel action, which in turn means making more sales.
But what is direct response marketing? Where is it used?
Below is everything you need to know about direct response marketing…
What Is Direct Response Marketing?
Put simply, direct response marketing is any form of marketing that gets a customer to take immediate action.
Now, this action doesn’t have to be to purchase a product—but they need to take some form of action that helps to move them further down the sales funnel.
To run a direct response marketing campaign, a marketer needs to make sure that there is a call to action. This call to action gets the customer to make a decision to either purchase or take a smaller action that eventually leads to a sale.
Whether it is to a “free” gift, a smaller purchase, or a big-ticket item, a marketer wants to get the customer to take some form of action to get them used to saying, “Yes.”
Eventually, once the customer is in the habit of saying, “Yes,” the marketer can start selling bigger and bigger products and/or services.
So, what are some examples of calls to action?
· Asking a customer to click
· Asking directly for a purchase
· Asking for an email address
· Asking a customer to join an online seminar
· Getting the customer to agree to a sales call
There are many different calls to action that a marketer can use in their direct response marketing campaign. The goal, though, is to get them to respond directly to your request and take immediate action.
What Are Some Examples Of Direct Response Marketing?
To better understand direct response marketing, there needs to be an understanding of where direct response marketing is used.
Below are a few places in which a direct call to action can be used to make a sale or to get the customer used to saying, “Yes”:
A sales letter or email is an excellent way to get a customer to take immediate action. Through sales letters and emails, a marketer can ask the customer to visit a link, send an email or make a phone call.
All of these can lead to a sale.
Keep in mind that for sales letters (and other forms of written sales), you’ll want to make sure that you know how to write some amazing sales copy. If you don’t know how to write sales copy, don’t worry!
We’ve got you covered.
Check out this fantastic and absolutely FREE course on writing sales copy. There you’ll learn how to write compelling copy that gets customers to click again and again.
Another place in which direct response marketing is used is on sales calls.
Sales calls allow marketers to speak directly with customers or clients. During these calls, they can build a rapport and get the customer or client to take some form of action.
This may be something as simple as having them sign up for a webinar to something as complex as purchasing a major item.
Opt-in pages are a perfect example of direct response marketing that do not involve any direct sales.
Generally, opt-on pages give something away for “free” (or at a discount) in exchange for an email address. There is still an “ask,” and the marketer is still getting something valuable—it just isn’t always immediate money.
If you want to know more about putting together a high-converting email marketing campaign, make sure to check out our FREE Digital Bootcamp course.
Video Sales Letters
Video sales letters (VSLs) are videos that tease a particular solution and draw the audience in with amazing copy and storytelling.
The point of a VSL is to get the customer so excited that they feel like they absolutely need to purchase the product, sign up for the newsletter or get their “free” gift (which also generally requires them to sign up for a newsletter).
Customers will often respond directly to VSLs because they build hype and also often create scarcity (frequently with a countdown timer).
What Is the Goal?
At the end of the day, one of the biggest goals of direct response marketing is to get the customer to take action.
Even the smallest action will condition the customer to start saying, “Yes.”
Once you get them to say, “Yes,” to a small ask, you can start upping the ask more and more. Eventually, the customer or client will be purchasing your top-tier products or services without thinking twice about it.
Of course, it probably goes without saying, the other goal is to capture information and/or make sales. A direct response marketing campaign isn’t built around branding or putting an idea in a customer's head.
Instead, the goal is to get them to take immediate action.
By collecting information, a marketer can start sending customers follow-ups to increase the chances of a sale. They can also pitch the customer a smaller product to make a bit of money and get the customer used to buying.
Keep in mind that all of this is predicated on being a good salesperson. Knowing what “direct response marketing” is won’t do you any good if you don’t know how to write the kind of copy that will get customers to click…
If you want to learn more about copywriting, Copywriting Bootcamp has some great free information for you.
You’ll learn exactly what you need to know to become a great copywriter, which in turn will lead to more direct responses!