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Direct Response Fundamentals with Joe McVoy of Profitable Marketing Enterprises

Direct Response Fundamentals with Joe McVoy of Profitable Marketing Enterprises

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PixelSpoke Lunch and Learn: Direct Response Fundamentals with Joe McVoy Presentation Transcript

  • 1. Direct  Response   Fundamentals Joe  McVoy Profitable  Marke1ng  Systems
  • 2. What  Qualifies  As   Direct  Response?Any  marke1ng  that  asks  for  a  specific,  measurable  response  vs  unmeasurable   brand  or  “image”  adver1sing
  • 3. Where  Does  The  Money  Go?54%  of  all  adver1sing  $  spent  on  direct  response  &  digital  
  • 4. What  Works  Best  To  Get  New  Customers?
  • 5. Two  Sides  To  Every  Business Inside  Reality• Quality  of  your  product  or  service• Your  people/staff  -­‐  Customer  service• Your  systems,  performance• Those  things  that  make  you  valuable  to  the   marketplace
  • 6. Two  Sides  To  Every  Business Outside  Percep3on• How  the  marketplace  perceives  your  “Inside   Reality”• Based  upon  your  communicaGons  with  the   marketplace.• Your  sales,  markeGng  and  adverGsing   messages  all  build  the  “Outside  PercepGon”• Rarely  do  they  match  -­‐  most  businesses  do  a   very  poor  job  of  communica3ng  their  inside   reality
  • 7. The  Basics1. Have  something  GOOD  to  say  -­‐  The  “Inside   Reality”2. Say  it  WELL  (Strategic  MarkeGng)  -­‐  The   ability  to  explain  and  get  prospects  to   believe  it  The  “Outside  PercepGon”3. Say  it  OFTEN  (TacGcal  MarkeGng)  -­‐   RepeGGon  The  “Outside  PercepGon”
  • 8. All  MarkeEng  Starts  By   Knowing  Your  Customer• who,  specifically,  is  your  target  market  and   how  can  you  reach  them?• what  are  their  hot  buVons?• why  should  they  buy  your  product  instead   of  a  compeGtor’s?• why  should  they  believe  anything  you  say?
  • 9. Defined  vs  Undefined   Target  Markets• For  a  defined  target  market,  DR  is  best  way   to  reach  them  -­‐  examples• For  an  undefined  target  market,  you  need   broad  based  markeGng  to  cause  your   prospects  to  idenGfy  themselves  -­‐   examples• Lists  -­‐  complied,  response,  SRDS,   Nextmark,  InfoUSA
  • 10. Strategy  Before  TacEcs Marke3ng  Strategy • what  you  say • how  you  say  it • who  you  say  it  to Marke3ng  Tac3cs • when  you  say  it • how  o]en • through  what  media
  • 11. Some  Basic  TacEcs• test  and  track  everything• set  up  markeEng  funnels  -­‐  set  up  ways  for   people  to  interact  at  no  risk  and  gradually   increase  their  involvement  and  purchase  size• build  a  relaEonship  and  trust  before  you  ask   for  money• set  up  automated  follow  up  systems  using   mulEple  media  -­‐  combine  online  with  offline
  • 12. How  Your  Brain  Works 3  Major  Concepts• Alpha  mode• Beta  Mode• ReGcular  AcGvator
  • 13. Alpha  Mode• Have  you  ever  driven  to  work  and  when  you  got   there  you  realized  you  hadnt  seen  a  thing  along  the   way?• Have  you  called  a  friend  on  the  phone  only  to  have  a   different  friend  answer  the  call?• Have  you  ever  heard  the  saying  “I  could  do  it  in  my   sleep?”• Guess  what?  You  do  almost  everything  in  “Alpha-­‐ sleep”
  • 14. Alpha  Mode  In  MarkeEng• State  of  apathy  toward  any  markeGng  or   adverGsing• Makes  consumer  literally  oblivious  to   nearly  all  adverGsing  messages• Ads  are  not  even  noGced  in  the  first  place;   gives  adverGser  no  chance  to  sell• Your  job  is  to  break  consumer  out  of  this   state;  to  get  them  to  “snap”  awake.
  • 15. Beta  Mode• State  of  acGve  mental  engagement• Person  is  consciously  aware  of  what  he/ she  is  doing• Person  in  interested  and  eager• State  of  acGve  problem  solving  and   learning
  • 16. Beta  Mode  In  MarkeEng• Person  consciously  noGces  adverGsements• Person  acGvely  seeks  out  informaGon  on   products  or  services• Person  is  open  to  ideas  and  suggesGons   about  how  to  solve  a  problem• Person  will  read  or  absorb  as  much   informaGon  as  necessary  to  make  the  best  
  • 17. ReEcular  AcEvator• The  part  of  your  brain  that  makes  you   noGce  things  that  are  familiar,  unusual  or   dangerous• You  have  no  control  of  this  whatsoever• Survival  mechanism
  • 18. Your  MarkeEng  Needs  To:• Interrupt:  GeVng  qualified  prospects  to  pay   aXenEon  (done  with  headlines)• Engage:  GeVng  those  who  do  pay  aXenEon  to   remain  interested  (sub-­‐headlines)• Educate:  Giving  enough  informaEon  to  make  the   prospect  feel  like  he/she  can  make  the  best  decision   (body  copy  /  text  /  evidence)• Offer:  GeVng  the  prospect  to  take  an  acEon  based   on  informaEon  given  (risk  lowering  offer) (classified  ad  to  30  page  sales  leJer)
  • 19. How  To  “Interrupt”• Use  headlines  based  on  HOT  BUTTONS  to  interrupt   the  prospect  -­‐  their  RA  forces  them  to  noEce• Can  also  be  used  in  conjuncEon  with  pictures/ sounds  (see  on  TV  with  animals  or  kids)• Hot  BuXon-­‐based  scenarios  are  received  into  the   reEcular  acEvator  and  the  proper  emoEonal   response  is  triggered• Then  the  prospect  immediately  searches  for   addiEonal  clarifying  informaEon  and  is  ready  to  be   ENGAGED
  • 20. How  To  “Engage”• What  would  a  prospect  need  to  see  or  hear   in  order  to  feel  like  they  have  enough   informaGon  to  make  a  decision?  • The  sub-­‐headline  needs  to  make  the   promise  that  it’s  worth  their  Gme  to  keep   reading/listening
  • 21. How  To  “Educate”• Once  the  prospect  has  been  interrupted  and   engaged,  you  need  to  give  him/her  enough   informaEon  to  make  an  intelligent  decision• Your  job  is  to  educate  the  prospect  to  the  point   where  he/she  “becomes  the  expert”  and  feels  like   they  are  in  CONTROL• This  is  done  by  Building  your  Case  and  providing   Evidence• CopywriEng  is  the  difference  between  good  and   great  results
  • 22. How  To  Create  An  “Offer”• Every  markeEng  piece  should  contain  a  risk-­‐ lowering  offer  to  encourage  the  prospect  to  take   the  next  step  in  the  sales  process  -­‐  best  if  can   capture  future  buyers  in  addiEon  to  NOW  buyers• Offer  should  be  obvious,  easy  to  understand,  and   easy  to  see  (coupon  works  well)• Offer  can  be  for…  more  info  via  markeEng  tools   (gives  prospect  control),  bonuses  or  premiums   when  ordering,  special  offers  for  first  Eme  users• Avoid  the  “talk  to  a  sales  person”  offer
  • 23. The  Right  Offer,  Made  At   The  Right  Time,  To  The   Right  Person,  Trumps  AllGary  Halbert’s  poli1cally  incorrect  example.  .  .