Direct Response Marketing

There are really just two types of marketing you can choose from, and only one of them works for small businesses. Before I reveal the two types of marketing, let me ask you a question. What is more important to you? Your Image or your Results?

Keep that in mind, and lets move on because your answer to this question will dictate whether or not all of the marketing tips I will show you will work for you...

The first type of marketing is called Awareness Marketing or Brand Marketing. Awareness Marketing is the kind of marketing where you blast your business name over and over until you create an "awareness" of your company in your local or national market.

You see a lot of companies like O2, Budweiser, Coke and many more doing this. They spend MILLIONS of pounds every year just to make sure they get their name in front of your face as many times as possible, so that when it comes time to buy a product, hopefully, you'll choose theirs. This is a very expensive and risky way to advertise.

Just about every salon and spa service in the UK is advertising this way as well. There is some merit to it , but you probably don't have millions to burn. You need immediate results, and immediate response to generate interested prospects, and convert them to clients. If you do not agree then you should stop reading this email now!

The other kind of marketing is called Direct Response Marketing. This type of Marketing is more about measuring results than about creativity. In other words, if you send out a postcard, you're going to send it out with a response mechanism so that your prospect has an option to call, mail, email, or drop off their postcard (or coupon) at your salon. This way you can measure the response you get from your postcard campaign (i.e. send 1,000 postcards. 30 people respond = 3% response rate).

And to get maximum response to your postcard (or any other method i.e. coupon books, newspaper adverting, etc.), you must follow the rules of direct marketing.

Direct Marketing is the only kind of marketing that works because it is totally geared toward getting a prospective customer to take action which translates into measurable results.

There is a certain way to write a Direct Response Advert and certain things you should include to maximise the response. This topic is covered in one of my many help sheets available.