By Kali Brooks on March 29th, 2011
Direct response marketing opportunities abound all over the market these days, and many people are trying to take advantage of the numerous opportunities. There are success stories all over the internet due to this growing interest, yet there are far more stories of failure as well. Here are common pitfalls that can kill your new venture and waste your budget. Offered here, are seven things to avoid when you are starting your new direct response campaign.
1. Not having a clear and realistic business plan.
This may sound simple but so many people fall into the line of thinking that success in this market comes with little effort and research. You must be able to answer the questions such as: What is your purpose? Is it informative or profit driven? You must possess the adequate resources to implement the plan.
2. Have a weak or nonexistent support base
One person can’t do it all. Surround yourself with people who are informed in the industry. Use these partners and advisors to counsel you so that you are apprised and up to date with current industry environment. Not having the essential support base, is a huge error. It is always wise to surround yourself with people who are familiar with workings in your chosen industry.
3. Poor or Non-Existent Testing Methodology
Use all data collecting processes that are available to you. Tools like employing a 24 hr help line or an URL, allow the customer access to provide feedback at any time. Experiment with
different taglines and offers, and using your research to gauge the effectiveness or lack of it.
4. Not Having a Strong “Call-To-Action”
Creating a compelling call to action is imperative to your direct marketing strategy. It needs to grab the attention of your audience, and be able to hold their attentions. If you are unable to initially grab the reader’s interest, there will be no way of getting them to fulfill the intended offer. Using taglines that will stir up an emotional response are more likely to elicit attention than those that blend into the general background.
5. Not Identifying Your Target Audience
Proper research must be done to identify the specific type of audience that you plan to market to. It is a useless waste of your marketing budget, to initiate a sales plan and not know who the intended client is. Identify your ideal target market, and use marketing strategies that will appeal to that audience. By understanding their wants and needs, you can create specialized media approach that will reach the ideal market.
6. Using a Generic Website or Landing Page
Another way to guarantee the failure of your campaign is to have your customers come to a generic website. Studies have shown that you have around 10-15 seconds to catch attention before the potential client will navigate away. Garish flashing banners and hackneyed animations will also serve to chase people away, and guarantee that your message will be lost amongst the myriad other junk on the web. The customization of your website and/or landing page is essential to the success of your media plan
7. Not addressing the customers fear of risk
Risk is the single most detrimental obstacle to your success. You need to address the customers fear of risk by making them either feel that your product or offer is worth more that the risk, or to eliminate the risk altogether. Use taglines that will negate any risk to the client such as, satisfaction guaranteed, 30 day refund, or free trial. Customer testimonials will also help to add the personal touch and to dismiss any risk to the consumer.
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