A man is touring a construction site. He sees a worker laying down mortar with a trowel and walks over to him. “What are you doing here?” he asks. The worker grunts back, “Laying bricks.” So the man wanders over to another worker. “And what are you doing?” he asks. The second worker barely spares him a glance as he answers, “Making a wall.” Then the man sees a third worker … [Read more...] about The Ultimate Guide to Planning a Direct Response Campaign
Making a profit through Direct Response advertising means paying close attention to the pennies. A friend of mine with whom I have done many deals came to me with a new product he had created. He was selling it for $19 over the Internet. He wanted me to help him get it on one of the shopping channels. I asked him what his cost was. He said, “Nine dollars.” That’s too much. … [Read more...] about The Top Three Infomercial Mistakes to Avoid
The answer is a very definite “maybe.” Direct Response, like every other form of advertising has its time and place. I believe that Direct Response has the widest range of possibilities. After all, the purpose of any advertising is to build and enhance a brand name, with the goal of generating revenues as that brand awareness grows. Direct Response advertising is … [Read more...] about Is Direct Response Right for You?
In the 1990's, only the most self-assured brand managers possessed the courage to suggest an infomercial or direct response television (DRTV) for a brand marketing campaign. Due to the strong images of hard-sell pitches for questionable products ranging from psychic readings to spray-on hair – images that remain closely associated with the medium to this day – stewards of … [Read more...] about Not Your Father’s Direct Response
Whether you are defending a brand’s dominate market position or seeking to attain it, direct response is relevant to your future. You may decide to explore it now or later, but what if your competition explores it first? These days, people want things right now. If they have a need or want – especially a want - they don’t tolerate fulfillment delays. This includes everything … [Read more...] about Using Direct Response to Build Your Brand