How long would you keep a highly-paid salesperson on your payroll that never attempted to close any deal? Not for long, I would imagine.
So why do most of you keep running ad after ad that doesn’t attempt to close the deal? For many businesses, their advertising costs far more than any one salesperson. But they do not hold their advertising to the same level of accountability as their salespeople.
Look through your local Yellow Pages. Unless you live in a city that is an oasis of advertising enlightenment, you will hard pressed to find even 1% of the ads that actually make an offer. Same with your local newspaper…no offers. Magazines? No offers there either.
An offer is nothing more than a call to action. A reason for the reader to act now. An offer can be for an information kit, a free sample, a coupon, a buy-one-get-one-free deal, or anything else that prompts the reader to do anything but put the ad down and think, “Well if I ever need those people, now I know where to find them.”
The advertising field is divided into two camps. The Brand and Image Camp, and the Direct Response Camp. Personally, I tend to think of the Brand and Image people as the “We Have More Money Than Intelligence” Camp.
Why would anyone spend money on any ad that does not give the reader a reason to act right now?
Go back to the example of the salesperson who can’t bring himself to even try to close. Zig Zigler calls these people” professional visitors” rather than “professional salespeople.” Brand and Image ads are the “professional visitors” of advertising. They may win awards, but they don’t encourage people to take action.
Just making the switch from Brand and Image advertising to Direct Response advertising, will result in immediate and dramatic increases to your business’ profitability. I guarantee it.
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