Direct response

Direct response marketing? What’s that?

You just have to bring customers in to sell to them, don’t you?

No. There’s more to it than that. A lot more.

Direct response marketing isn’t about selling it’s about relationships.

And those relationships take time to develop and depend on the glue of trust—trust that’s built up through people feeling they know you and like you. When people feel they don’t know you and don’t like you they’re not going to trust you. It’s as simple as that.

Direct response marketing is based on the alignment of your message with the deeply felt need of your prospect or customer. We’re talking here about compulsions and desires. We’re talking about your customer’s needs for real solutions that offer great long term value. Direct response is not about you, it’s about giving your customer a great solution that improves their lives.

And that alignment? The more it’s connected to an emotional trigger, the more powerful the alignment becomes. The connection here with branding is vital (and there will be more on branding later).