Basic Methods of Marketing

Even though there are many different forms of advertising, it boils down to two basic methods: direct response or image. 

Most companies believe that direct response is the only method you would ever want to use, period, unless you're Nike or McDonalds and have spent many millions on building your brand. Image advertising, many think, is a great waste of both time and money.

Examples of image advertising include soft, feel-good ads that link the production of chemicals with the beauty of nature, white doves with the cost of funerals, eternal life with soap, and car dealership financial specialists smiling while shaking hands with a happy, satisfied customer. It won't work, some say; stay clear.

Direct response, on the other hand, is a call to action. It may be a time-limited pizza coupon, haircut special, or oil change discount. It is designed to send consumers running to your front door, cash in hand. The offer has to be exceptional, or at least very good, and targeted to the right consumers. It has to contain an original selling proposition and be attractive enough to draw interest.

Direct response is inherently fast. It is also quickly measurable. You know right away if you got it right. You don’t have to wait until some indeterminate point in the future to find out how it went. Whether a coupon arrives by e-mail, snail mail, or some other method of distribution, you either have new customers or you don't. You can test your message on small groups and take immediate corrective action if something you’re doing isn't working. You don’t have to waste a lot of time or money.

The process in direct response advertising is to plan, execute, test, and refine. The wrong message to the wrong audience in a direct mail or e-mail campaign can result in a 0 to 1 percent response rate, but a well-planned and implemented campaign can get a 10 percent response rate or higher. You can go where the results are higher by starting with a strong direct response marketing campaign and you’ll see a significant increase in your bottom line.