A once-popular perception of direct response marketing was that it was the door-to-door salesman of the marketing industry. Understandable, given that “infomercial” and “junk mail” are two concepts not too far from direct response.
Mass marketing or branding was for the big hitters in the marketing world.
But as metrics have become more sophisticated, direct response copy has found its status elevated. Seriously elevated.
It no longer comprises just direct mail and broadcast advertising, but has solidified its place online.
To borrow an analogy from copywriter Glenn Fisher, direct response copy is now ‘the Don’ of marketing, and indirect response copy is the Don Draper.
Don Draper may be stylish and understated, but the Don will make you an offer you can’t refuse.
Direct Response Marketing vs Mass Marketing
Direct response marketing is just what it sounds: copy designed to elicit a specific response or call to action (CTA) from your prospect, whether that be a click, sign up, phone call or a purchase. Direct response copy seeks immediate action by…
Presenting a solid offer The prospect is given something of value to them if they act. This doesn’t necessarily mean they make a purchase then and there, but it moves them further down the sales funnel.
Using compelling copy Subtlety and sleekness aren’t the aim. The value of the copy is in the response it stimulates, not in the perceived quality of the content. It doesn’t matter how many people think your prose is snappy and clever; if it doesn’t drive prospects closer to purchasing, it’s not much good. Direct response copy must inspire the prospect to act immediately. Headlines and copy must be laser targeted, benefit laden, and answer the question of the apathetic consumer: ‘why bother?’
Targeting a particular customer group Unlike mass marketing, the value proposition is tailored to a certain audience.
It is also measurable. More often than not, mass marketing drives an unknown number of customers, of unknown value. With direct response it is possible to measure the number of prospects who respond to a particular call to action (CTA) and at what cost. The effectiveness of individual ads can then be determined, which is rarely the case with mass marketing.
Some familiar examples of direct response marketing include:
Google AdWords
Opt in or squeeze pages
White Papers with a Call To Action
Autoresponder campaigns
Webinars
Infomercials
Video Sales Letters (VSLs)
Long-copy sales letters
Catalogues
Live webstreams
Compare these to the kind of marketing that most people are familiar with—that of big companies like Nike, Apple, Toyota and so on.
These companies are known for marketing that draws customers to them in a roundabout way. Their copy is often subtle, clever, witty—remember Don Draper? It is supposed to make an impression that will stay with the customer and eventually lead them to a purchase, though there is rarely a way to measure how effective any one ad has been.
So, which is better?
Which is better will depend on how big you are, how much money you have and who you’re marketing to.
Very large companies who are marketing to a consumer audience tend to go big on brand advertising. They’re prepared to spend money to build awareness in the hope that one day when you need their product, you’ll think of them.
That being said, it’s interesting to note a trend of moving marketing budgets toward online, where the ability to measure, test and tweak is far greater.
Most small to medium businesses however, should choose a direct response focus over brand building any day of the week.
Every dollar invested in marketing has to “return with friends”. You can’t take the liberty of awareness building in the hope that eventually, somehow, someone will become your customer.
When it comes to online, direct response marketing often has an edge over brand building in terms of ROI.
You can see how many people have clicked on your ad, called you, submitted an enquiry, or left your site. This makes it possible to determine ROI and be more adaptable in your marketing efforts.
It can also be easier to build relationships with customers through direct marketing. Because you can be more responsive and granular in the information you offer prospects, they are more likely to trust you as an authority on the subject. They will then seek you out for further information and, if you make them an offer they can’t refuse, purchase from you.
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