Some small business advertising isn’t produced in order to make an immediate sale. Many forms of advertising and promotion are incorporated for the sole purpose of building a brand image, or increasing and maintaining customer’ faith in a company, product, or service and also use marketing materials in order to gain an immediate response and if all goes well, produce sales - all of which I’m going to cover here.

There’s many forms of direct response marketing, from the short-form advertising copy (such as print ads, TV commercials, radio spots, contextual PPC advertising, etc.) to the longer marketing messages like text-heavy, full page, advertorials and the Dale Carnegie-style sales letters. All work and depend on what product or service you’re offering, and who you’re trying to sell it to; which you already know if you’ve spent more than ten minutes in marketing. – but timing is also important.

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: If you can’t effectively tell your target audience about the advantages over your competition in regards to your product or service, then it doesn’t really matter how good what you’re offering really is. – in other words you won’t make any sales. If you want an immediate spur into action from your audience then you must appeal to them on many levels, especially an emotional one. We’ll go over this a bit more later, and I’ll show you how to create an attention grabbing message that seals the deal.

Market: As I said, if you’re targeting the wrong audience then it’s not going to matter how great a product or service, or even how good of a message you’re putting out. In other words keep coal out of Newcastle. If you don’t know who your target market is before starting a direct response campaign to reach them, then you need to fall back on the basics of your business’ marketing plan. Knowing who you’re product or service appeals to is the only way to create an effective direct response message.

Media: Market research really comes to light when choosing what type of media to convey to your target audience based on the demographics of that group. Depending on who your target market is, different media channels will be more – or less effective in reaching them. 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. Creating a message and method that best impacts your audience is like preparing to give a speech, you have to know who you’re talking to.

Moment: On top of reaching the correct audience with the right message using the proper media, you also need to reach them at the right time. So how can you tell when the right time is? It’s when your target audience is ready to make a purchase, and not when you’re ready to make them a sale. You’re always in sell mode, but even after choosing the proper demographics your customers may not always be ready to buy.

Message, market, media, and moment are all important factors of a direct response marketing campaign that generates positive results and good return on investment by targeting the right people that are ready to buy from your business right now.

There are a few ways of doing this. Email and auto-responder software can be used to stay in touch constantly with possible clients. 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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