The immediate response secret…

It never fails to astound me that when I’m looking through a magazine or newspaper and reading the ads, that not only do they all look alike and are boring, but almost none of them ask for a response.

Go grab a magazine right now and look through the display ads.  You’ll see ads saying things like: “Open an account”; “Apply now”; “Get started”.  But there is no direct-response mechanism.

Most of the ads are just institutional ones that just tout the company and end with the telephone number, the website address, or the name of the company.  They are not direct-response ads that encourage the reader to contact the company to get something the reader wants and by which the company can create a lead or customer.

The ads merely talk about how great the company is. The ad designer then hopes that the ad copy and images are so great that people hop on the phone, or whatever, and contact the company.

If your prospect sets your ad or sales letter aside to “deal with it later”, you have probably lost them as a customer.  What I suggest is that you should do everything you can think of to induce and create an immediate response from them.

First, make sure that you offer a free report, a free sample, a free service or whatever with each ad you create.

Then along with that, include deadlines of some sort to make the reader think twice about not acting NOW.  Here are some examples:

  1. Penalty pricing.  Let them know that the prices will go up on a certain date.

  2. Have your offer expire by a certain date.

  3. Have a “Mystery Bonus” if they respond within the next 24 hours.

  4. Let them know there is a limited supply and that you may run out.  Even if you do not have a limited supply, you can create an illusion that there is.  You can say, “We will return your check uncashed if we run out of the item.”  This suggests that there is a limited supply without you even saying there is.

I’m sure you get the idea.  The first thing I’d like you to do is to get out your ads and promotions. Review them with the thought of what you can add that will motivate the prospect to immediately respond. 

Let me know what you come up with. 


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10 Responses to “The immediate response secret…”

  1. Keith Goodman says:

    Ken
    You simply take what has worked for most successful businessmen and summarized it. Thanks for all of your great tips
    Keith

    [Reply]

    Ken Varga Reply:

    @Keith Goodman,

    Hi Keith, you are welcome! Thanks.

    [Reply]

  2. Bob Ciok says:

    Ken, as you noted, you always want to create urgency in the minds of the customer. Recently reviewed 1/2 page to full page ads for a service company who kept proclaiming that the end of the offer was just weeks away. Only problem, every time they came within a week of the deadline, they would start up again and note a now new deadline that was another month and a half away. The offer was bogus (as by government proclamation it was good until the end of the year and they were making it seem like it would end early in the year so they lost their customer there) and by pushing the deadline always further away, they lost the urgency and if anyone had been reading them, they would have known that the deadline was
    bogus as well. If you stick with the deadline, you will get the business and the sale

    [Reply]

    Ken Varga Reply:

    @Bob Ciok,

    Hi Bob,
    That’s right! The business has to stick with the limit or the deadline it creates. Otherwise, it will lose credibility. An offer must be carefully thought out before a business presents it, because the business must live with whatever it creates. There is no free lunch.

    [Reply]

  3. Anne Hilbert says:

    Very easy to do. I wonder why more companies aren’t doing it. E-mail marketers use these techniques quite a bit. Thanks for sharing Ken.

    [Reply]

    Ken Varga Reply:

    @Anne Hilbert,

    Hi Anne, that’s true; online marketers use these techniques quite a bit. I guess that magazine and newspaper advertisers ignore these techniques because they might be playing “follow the leader” and doing what has always been done, which is use non-direct response ads.

    [Reply]

  4. I hope you won’t consider this spam (and if so, feel free to delete) but my wife and I run an online store specializing in pet strollers for dogs and cats. We carry the Happy Trails Plus Pink pet stroller for $60 less than the site you linked to, and we have free shipping to 48 states! You can find the same pet stroller at justpetstrollers.com/…lus_pink_pet_stroller.html

    [Reply]

  5. Artie says:

    No problem with your post.

    My one comment would be that you need to tell people WHY you can do it for $60 less. When you have an offer with a discount that is relatively large for the product involved, people may have some doubts.

    To sway their doubts, just offer a simple, rational explanation.

    For example, “One of our suppliers owes Uncle Sam big this year and he has a very short time period to come up with the funds. He offered us a discount to move product fast and we jumped on it and now want to pass the savings along to you”.

    Hope that helps.

    Ken

    [Reply]

  6. Thank you for every other informative site. The place else may just I get that type of info written in such a perfect way? I’ve a venture that I’m just now running on, and I have been on the look out for such information.

    [Reply]

  7. Dash says:

    Inlceligtnee and simplicity – easy to understand how you think.

    [Reply]

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