[See special note at the end of this article.]
There are two kinds of response advertising according to M.J. Stoddard: direct and indirect.
What are they?
Indirect response advertising seeks as it's first priority to build awareness.
Direct response advertising seeks to gain a direct response from the customer to the business.
Let me explain as both are useful and employed around the world. Before I explain it is important to realize that product distribution channels availability helps determine whether direct or indirect advertising is used.
If every corner grocery store is able to carry your product then your object is to create an exhilarating awareness in your customer so they will feel compelled to run down to the store and buy your product. That is when indirect advertising works very well.
On the other hand, if you have 10 dealers in the US who sell your product but have little walk in traffic and rely on sales people to go out and get sales, then you would select direct response advertising to your customer to drive them into those 10 dealerships. The sales force will gather some of the customers but not nearly all that are available.
Also if you are introducing a new product, you will be seeking both customers and dealers. You have no choice but to advertise direct. Dealers will come after customers. Dealers tend to be skittish about new products. Dealers are not the first to work with a new product, the customer is.
In direct response marketing you want....a direct response from the customer. That means a phone call or a customer walking in your door or the dealers door. You want the customer to take the action you are requesting. You want much more than awareness. You want action.
After customers are established then willing dealers line up to cash-in on your efforts. That's good. When the product starts to fade [and EVERY product has a life span] then dealers are the first to dump your product even though some customers will remain. That's bad, but that's life. Study product life cycle for more on this subject. [Companies are also subject the same life cycle especially when they are built around one product or service.]
Use AIDA!
In direct response subtly is fails. Your advertising will not likely win awards, but it should win customers and sales. Awards are won by ad agencies who do indirect response ads. When you develop your direct response program a failure to use AIDA guarantees a failed marketing program.
What is AIDA: Simple!
Attention: you must grab your customers attention
Inform: you must tell your customers exactly what this products or service will do for THEM!
Desire: you must generate a positive emotion in your customer while informing them about your product or service. It doesn't matter if you are selling nuclear reactors, steel, coal, or lipstick....no emotion or desire = no sale.
A: Ask for the sale and get the money. First three rules in business I learned in the Middle East are: 1. Get the Money, 2. Get the Money, and 3. Get the Money. To get the money you have to ask for the sale.
[My brother M.J. teaches fledgling opera singers in the US and Europe how to grow their wings and fly; he came up with this apropos acronym.]
Funny story about asking for the sale. I was ready to pop the matrimonial question to my wife and I said this: " I would sure like to marry you." She said nothing. And nothing. And after ten minutes still said nothing. Suddenly it occurred to me that I had NOT ASKED her to marry me. I quickly recovered and asked. Immediately she said yes. I asked what happened, she told me she wasn't sure if it was a proposal or just a general comment. Zounds what a fool I was.
Remember, always ask for the sale. You are NOT there to make observations or general comments about business.
Next, unless your are Coke or Ford, a direct response marketing and advertising better be the objective of your ads.
SPECIAL NOTE: If you would like the other 7 Commandments send me and email and I will send you the whole article.
Cheers!
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