A lot of small business advertising isn’t meant to make an immediate sale. Some forms of advertising are meant to create or improve a brand image, increase or maintain customer awareness of a certain business, product or service, and also use marketing materials that get an immediate response or sale.

Direct response marketing can take on many various forms, from the long messages like full page, text-heavy ads, advertorials and the Dale Carnegie-style sales letter, to the smaller, short-form advertising (such as print ads, contextual PPC advertising, radio spots, TV commercials and the like). All of these techniques are valid, and which one you use to get your message out there mostly depends on what product or service you’re offering, and who you’re target market is; all of which you should already know if you’ve spent maybe ten minutes in marketing. – but when you reach your audience with your message matters just as much as everything else.

The Right Message To The Right Market In The Right Media At The Right Time

Direct response advertising campaigns rely on these four factors. – and we’ll briefly cover all four below:

Message: Failing to explain how your product or service beats your competition’s will denounce the actual advantages that your offer provides. – your product or service won’t sell. You need to appeal to people on several levels, especially on an emotional level if you want to spur them to action immediately. I’ll explain crafting an attention grabbing message that closes the deal later.

Market: Like I said, your product or service’s greatness, and even your message really mean zilch if it’s directed towards the wrong audience. Basically, don’t sell coal to Newcastle Before producing a direct response marketing campaign, you need to know who your target audience is – and if you don’t already then you need to back up to the beginning of how your business does it’s marketing research. You’ll never be able to create a working direct response message unless you know who you’re selling to.

Media: Depending on the demographics, and other areas that your marketing research has focused on, greatly come into play when choosing the type of media to use to attract your target audience. Depending on who they are, some types of media will be more effective than others. Some people are more influenced by direct mail, and some by print advertising, and others prefer online marketing strategies such as email and banner ads. Just like getting ready for a speech, you need to know who your audience is going to be in order to create an effective impact with your message and direct response method.

Moment: Timing is just as important as targeting the right audience with the proper message using the correct form of media. So how can you tell when the right time is? When they want to buy, not when you want to sell. You’re a business so you’re always ready to sell, but not everyone, even if they’re a part of your targeted demographics, is ready to buy.

Incorporating these factors: Message, market, media, and moment, can ensure that your direct response campaign produces positive results and a good return on investment by targeting the right people that are ready and willing to buy from your business right now.

Accomplishing this can be done in multiple ways. You can stay in constant contact with prospects by using email messages or auto-responder software. If it’s more likely that your audience would go for offline methods, then by targeting the media channels that have the greatest influence on your target’s demographic area can ensure that your message is heard loud and clear.

But any way you look at it, these are the 4 componenets of successful small business advertising…

You’ve just read a small segment of the free guide titled “How to Use Direct Response Small Business Advertising to Grow Your Sales and Profits.” The guide is available for free – along with several other resources for small business owners – when you sign up for small business advertising e-course…

To learn more about how to massively increase the sales in your business through smart advertising and marketing, click the link to grab your FREE small business advertising Course…

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