Direct Response Marketing – The Truth Will Shock You

Direct response marketing can have a reputation for being risky, short-sighted and just plain pushy.

But the truth is that when it’s done with the right understanding, it’s quite the opposite.

We ‘re going to show you how this highly effective marketing technique can be used in the most honorable ways to make you a lot of money and create strong customer relationships.

Our goal with your reading today is to give a unique perspective that can open your mind to new possibilities and ways to think about direct response marketing. So let’s get started!

1. Why Direct Response Marketing Isn’t What You Think

Instead of reciting what’s already out there, we’re going to bend your mind and let you in on a little secret. Direct response marketing can create great customer relationships and earn deep trust.

Have you ever met a sales guy that pretends he’s not trying to sell you anything and it just feels creepy? Like they want to trick you into buying something without being upfront, as if it was all your idea?

Well, just like direct marketing can be used ineffectively, so can the best forms of customer nurturing or pull marketing.

And we don’t question the value of those techniques when it comes to building trust.

How Direct Marketing Can Actually Build Trust

Believe it or not “Buy Now” can build trust. People respect an honest salesman. In todays world of sales we can get overly nurtured (feeling manipulated) and “Buy Now” can be refreshing.

So what you want to do is to alternate between direct response marketing and inbound marketing. It balances the perception of your brand. Customers take you seriously, being upfront and nurturing.

A great example of this combo is a product launch model. You warm them up with free and helpful content, make sure it’s quality and has value. Then once that reciprocity tips you go direct and launch “Buy Now.”

2. When Direct Response Marketing Works At The Top

It’s important to know that direct works best on quality prospects you’ve nurtured down the funnel. Not to say it doesn’t work on top funnel cold leads, it just works better on bottom funnel hot.

(Check out our retargeting marketing blog where we breakdown the funnel some great direct offers)

There is one direct technique that is very appropriate for top funnel prospects and that’s the almighty email opt-in offer.

Give them something free in exchange for their email or phone number so you can really begin marketing to them. Use a squeeze page, stick it in the header, footer, toolbar, wherever it feels natural or least invasive.

Where Direct Marketing Is Low Dollar High Return 

Once you have an opt-in a great way to continue direct marketing is the low dollar offer. It’s subtle, not in your face and has the hint of a gift when done correctly.

Send them a free plus shipping offer, or a really affordable “got to have it,” deal. These are little sales, but the best people on your email list for future direct marketing are the ones who’ve purchased!

Then you can follow up and use direct marketing with an inbound approach in your email campaigns. Finding that balance of  helpful (nurturing) information, while introducing direct calls to action strategically throughout your email.

Direct response marketing can be treated as inbound or outbound marketing. Building trust, while making sales!

3. How Direct Response Marketing Can Hit Big

So let’s get down to business. We’ve talked about how to use direct marketing in ways that turn cold leads to warm, then warm to hot after getting the low dollar purchase. Once they’re hot, they’re ready.

Now we go traditional, having built trust nurturing and being direct. Customers have warmed up to your brand being upfront without being pushy. We’ve been the opposite of short-sighted, they’re ready to “Buy Now!”

Keep in mind, it can be a slippery slope between positioning an offer to be attractive and manipulating an audience.

What you want tot do is know your value, put out your offer and don’t over sell it.

Why Their Not Surprised

When you’ve maintained a balance of nurturing with calls to action, it’s no surprise when you introduce your highest value yet. Whether it’s a product launch or customer ascension plan, they want more.

(Read our marketing automation blog for some great ways to set up customer ascension plans to keep making sales).

4.What You Earn With Direct Response Marketing

It’s time to offer your high value products. Maybe a combo discount, with a bit of scarcity. Scarcity is your friend. And whether they know it or not, customers need that push. They need to know the offer isn’t forever.

Here’s an example. “Get 25% Off Our Premium Coaching Program for the next 24hrs.” Or, “Get a free month of our Premium Membership with purchase of our New Product by the end of day”

And never extend your offers, do what you say and don’t go back on it.

Last tip is to study your customers and audience so you can pin point different needs. Being direct is knowing your target and using strategies like demographic marketing to take your direct marketing to the next level.

Learn More About Your Marketing Funnel Powers With These Blogs

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