Direct Response Advertising – How to Avoid the Agency Predators

February 1, 2011 by  Filed under: Advertising 

Here’s a common mistake business owners make with their direct response advertising, especially when they’re seduced into it by a silver-tongued advertising rep (and yes, it’s happened to me too, way back when I didn’t know any better) – buying advertising space because the ad tells them the circulation figures are measured in the umpty hundreds of thousands (the same thing happens with mailing lists, of course).

And then when you run the ad… you don’t make a penny.

Make no mistake…

Direct Response Advertising

IS a great way to grow your business IF you stick to the rules and refuse to swallow the hype.

But the fact is, and I have seen this happen, you can put the wrong direct response ad or direct mail in front of as many people as you like, and if they aren’t qualified, it doesn’t matter a fig.

Not a jot, an iota or even a tiny little bit. Here’s some proof, because it’s important to realise this is not just theory.

  • Many moons ago a client put a truly dire full page ad in front of the entire readership of the Daily Telegraph and received 35 responses with no sales.
  • Shortly after this another client took it upon herself to take a sales package I’d written for her in-house list (and which converted at something like 46% to a £6,000 sale) and sent it to a list I categorically told her she was wasting her time with. Result? No sales and the only responses she got were ‘please do not send me rubbish like this again’.
  • Looking at my wife’s blog as an example, her list is now about 3,200 strong (plus about 840-odd unsubscribes) and the reason sales are converting right now at 11.34% (and this includes the ones who unsubscribe, not just the ‘live’ list; if we use just the ‘live’ list, conversions are 14.2%), is not any amazing copywriting skills from either of us. No, it’s simply because the list is very highly qualified even if it’s been grown from a small but focused niche (and we’ve made sure of that by writing the blog and all the other gubbins specifically to attract a certain kind of person).

In other words, the size of your audience is irrelevant – what’s important is its quality.

So, next time you’re tempted to run an ad or send something to a list you haven’t personally built yourself, ask yourself some hard questions.

And they are hard, because we don’t want to tell ourselves it’s not going to work. It’s so, so tempting to turn a blind eye to anything so inconvenient as facts because it’s emotionally comforting to be doing something even if it’s the wrong thing.

And I’m not talking about making honest mistakes, here – we all make those and they’re actually extremely valuable. The day I stop making them myself I’ll know I’m not trying hard enough.

No, these are ‘dishonest’ mistakes, because a few minutes’ critical thinking would tell us we’re not sticking to the ‘rules’ of marketing: getting the right message at the right time on the right medium in front of the RIGHT PEOPLE.

Direct response advertising reps’ and list brokers’ raison d’etre is to sell you as much space and as many names as they possibly can. They are not in the business to promise you results (although they would be if they were smarter about their own businesses).

So… look before you leap.

And if you’re SICK and TIRED with being ripped off in your own marketing and advertising, then…

… click the blue link and claim your FREE direct response advertising gifts and discover the truth about how they can grow your business faster than you believed possible WITHOUT the hype and deception our industry is infamous for.

If you’re serious about getting your advertising all figured out once and for all, get these gifts before tomorrow night.

Your FREE resources are waiting for you here:


Article Source:

Jon Mcculloch - EzineArticles Expert Author

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