What is Direct Response Marketing?

If you’ve been in and around the Online Business world for any amount of time you will have heard the term “Direct Response” being bandied about.

Indeed if you sell information products online, or intend to, you will at the very least be aware that this particular form of marketing is key to building up the massive amounts of sales that are possible through this business model.

But despite the frequency with which this term gets thrown around, how often do we actually stop and ask ourselves: “What is Direct Response Marketing?”

We’re all aware of the tremendous potential of the internet to put you directly in contact with your prospects.

And if you want to capitalize on that potential you must have a clear picture in your mind of what “direct response marketing” really is.

Okay first things first. Let’s start by referring to ye olde boring Wikipedia definition.

Quote:

From Wikipedia:

Direct-response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable.

The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly.

This is in contrast to direct marketing in which the marketer contacts the potential customer directly.

Technically, the above is true. Very mechanical but nonetheless true.

However I would like to put forward a different definition.

Quote:

From Kezz:
Direct Response Marketing is a form of “match making”.

It is the role of a Direct Response Marketer to create a “match” and a connection between two things:

1. A person

and

2. An offer

In order to do this a Direct Response Marketer must intimately understand:

A. The thoughts, feelings and desires of specific group of people.

B. The actual changes that an offer will create in the life of someone who purchases.

They must then use a combination of words (direct response copywriting) and imagery (direct response design) to create a connection between A and B.

When this connection is established the result is a response from the customer directly to the vendor.

From this definition you can see that effective direct marketing is fundamentally a
3 step process:

Quote:

1. Understand the members of the target market on a deep and personal level.

2. Understand the practical and real effects of the offer.

3. Speak to the target market in their own “language”, in every way that you can, to paint a vivid picture of the future they will experience through accepting the offer.

Therefore in order to master direct response marketing you must first master each of these three elements.

And in my subsequent series of articles that’s exactly what we’re going to do.

Stay tuned!

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