Just what is direct response marketing and why should it matter to your business?

https://www.youtube.com/watch?v=KMd43s1X6Ns

Transcription

What is direct response?

Hi I'm Brian Pombo, welcome back to Brian J Pombo Live.

You know, this is one of those topics that you either are in the know or you aren't. And if you aren't, is a great place to start.

So what is direct response?

You may have heard this term used out there it's a reference to a style of marketing.

So oftentimes you hear it called direct response marketing.

Sometimes it's been shortened or abbreviated as direct marketing.

What is it?

Why is it different and what is it that it is different?

It's different than to this day, it's different than most types of marketing out there.

Although the Internet has definitely weighed it, and made it a whole lot more easier, a whole lot more important, a whole lot more commonplace.

So what is it?

Well, let's talk about what it isn't first.

In most cases, your everyday marketing is very much about awareness. And it's oftentimes referred to as brand awareness, or brand awareness marketing.

And that's the idea of just getting out there and putting your logo out there and putting your name out there, and hoping to build awareness around your name and logo.

And that works to an extent, especially if you're dealing with a very small community, you're dealing with a locality, you're dealing with something that's very controllable, then you can kind of get a feel for how aware someone is about your brand and your idea.

But if you're not giving them reasons to do something specific, then you're not taking part in what is direct response marketing. direct response marketing is the idea of getting a direct response back from the person that is consuming the marketing.

Whether it be advertising, direct advertising, or whether it be any, any other types of marketing, it's that the whole goal is to get a response.

And somebody who might be new to business would think well, well, yeah.

Isn't that what you want?

Don't you want people to buy things?

Well, yeah, everyone wants something to happen but if the marketing does not direct a person to do anything, that would elicit a response.

And it isn't really direct response marketing. There's a lot of amazing material out there about this, you can scour YouTube, you can go and purchase large courses in it.

And you could just pick up books, some of my favorite books that started me in this journey.

I've only been involved in the direct response field or understanding it as a professional since 2012, is when I came upon.

One of my first books was Dan Kennedy's NOBS Guide to Pricing Strategy.

And that blew my mind that there was this distinct difference in the way that certain people thought about marketing and certain other people did it.

And so that took me through the entire series of the no BS Series guides. This is a really good one to start with is a little bit of an older copy an older edition. But this is the no BS guide to direct marketing.

Specifically, it says direct marketing for non-direct marketing businesses.