direct response

The Key to Effective Advertising – Using Direct Response

Using image based or institutional advertising is a very common part of most businesses’ marketing strategy. It is also extremely ineffective. The key is to use direct response advertising. What do I mean by institutional advertising? Open up any newspaper, magazine or telephone directory, take a look at the first advert – and I almost guarantee it will be very, very poorly designed. At a guess, it will probably flow as follows: Company name This is what we do Contact details In fact the advertising used by many business owners is nothing more than a larger version of their business card. However, many business owners have unfortunately bought into (literally) or have been coerced into thinking that branding or simply making people ‘aware’ that your product or servi... »