© 2006 Dream Merchant Dream Merchant • 2309 Torrance Blvd. #104, Torrance, CA 90501 (310) 328-1925 email: Jkm316@aol.com THE SECRETS OF A DIRECT RESPONSE AD
Do You Think the Objective of an Ad is to Sell Your Product? Think Again.
By Jeffrey Dobkin
PART TWO
What's your focus when creating your ad?
Go for the call.
For an ad to be successful, it must generate a response. So get the call. This is your number one priority, and the objective of the ad. That's right--the objective of the ad is usually not to sell the product. It's to generate a response--and that's usually a phone call. Show the benefits to the readers, then sell the call hard. That's the secret of direct response advertising.
- * Call now for free information.
* Call for a free sample.
* Call now to place your order at this special price.
* Call Toll Free and order right now. You'll get...
If a person doesn't call right now, your chances of any response drop off significantly with each passing moment. Request immediate action, offer a great deal or a limited-time special.
On the bottom of the ad, place your phone number again in fairly large type, so that someone who is thinking about calling can find it easily while they're reaching for the phone.
Read your ad again from the eyes of a prospect. If you haven't persuaded someone to call you by the end of the ad, start over and compose the ad again. No one will know you had to create the ad twice, they'll just see the end product and think it's great. You should see the first efforts in my wastebasket!
On the bottom of the ad, place a small copy of your logo if you have one. The value of a logo is so people will recognize it and your firm when they see it again. If you're running a solid schedule of ads, your logo should be distinctive so people will remember it, not necessarily large. If you place ads occasionally, it's not a benefit to the reader and not that important to you either--use the space more wisely and show a bigger phone number.
Concentrate on anything that may increase your response. With every element in your ad, with every conscious decision you make, ask "does this increase my response?" If yes, leave it in. If no, trash it.
Finish writing your copy by letting it sit for a day or two, then coming back to it for a final editing and polishing. Edit severely. Then edit severely again. Cut out everything that doesn't make someone pick up the phone. If you don't cut your copy by at least one-third, you aren't nearly tough enough on yourself. Let someone else do it.
The last step is the design. My first choice is to use a compelling photo or illustration to capture the eye of the page-flipping audience, and direct their attention to your space. Too bad I can't draw even a reasonable resemblance of a stick figure without everyone wondering what the heck it is. So I usually rely on tastefully laid-out large type in the headline with strong enough copy to make people read it...and the rest of the ad.
If you use a photo, make sure it has a caption, and the caption is a strong benefit or makes the reader call. A photo caption has exceptionally high readership. What a great opportunity you waste if you describe the photo. Readers can already see what it is. Better you should increase your response with this universally read hot spot.
NEXT ISSUE: More on Ad Design
Jeffrey Dobkin, author of HOW TO MARKET A PRODUCT FOR UNDER $500 and UNCOMMON MARKETING TECHNIQUES, is a specialist in direct response copywriting. He writes powerful, response-driven sales letters, TV commercials and scripts; persuasive catalog copy; and exceptionally hard-hitting direct mail packages that increase sales. He also analyzes direct marketing packages, ads, catalogs, and campaigns. Mr. Dobkin is an acclaimed speaker and a direct marketing consultant. Call him directly at 610-642-1000 for free samples of his work.
|
|
Index |
 |
Idea Help |
|
 |
 |
 |
 |
 |