The term “direct response marketing” can be interpreted in slightly different ways by different marketing practitioners. So it is probably best if I define what we do. Then you can decide if it is really what you’re looking for.
Direct response marketing is carried out in such a way that it gets a response from the person who reads, sees or hears the message. They respond to a “call to action”, which could be to call a telephone number, visit a particular page on a website (sometimes referred to as a landing page, or depending on what the page does a “squeeze” page), reply to a Freepost address, return a coupon, send an email. In short – your prospect takes an action which we can measure.
This is not “awareness” marketing. Direct response marketing only uses images or logos as part of a proposition designed to generate a result – much more than simple “awareness”. Of course it uses both, but any awareness of a brand is a happy byproduct of good direct response marketing. We don’t want people to simply be aware of the product or service being promoted. We want them to buy it. Or at least set off on the road towards a purchase.
If you are reading this in the weeks following the introduction of GDPR, you might have been familiar with the unseemly rush to re-establish “consent” for direct marketing emails.
The good news for those who adopt direct response marketing is that it can be used in an “anonymous” way which doesn’t involve any processing of personal information at all. Newspaper adverts, leaflet drops and radio advertising are all examples of using direct marketing which doesn’t use personal data to attract attention.
The benefit for you as a marketer is this: When someone makes an enquiry which may end up as a purchase, you can process their personal data using “contract” (or at least, a process towards entering into a contract, initiated by the data subject) as your lawful reason for processing their personal data in your communications. Which means you can avoid, for a while, the rather less reliable “consent” as a lawful reason for processing.
Mind you, things can get a bit more involved if the prospect doesn’t make a purchase, but that’s a subject for another day.
Of course, direct marketing is much more successful if it can make full use of personal data, such as a name and address. This allows you to speak directly to a person and the relationship is so much more rewarding for both parties as a result.
This is when direct response copywriting comes into its’ own. Direct response copywriting is a specialist field. There is a specific intent involved. To solicit the response. A sale, a sign-up. a commitment of some sort. Again, all measurable, all tested.
If you want to know more about putting direct response marketing and copywriting to work in your business, call today.