Direct Advertising is when you place an advertisement to reach your end user client. Phenomenal Direct Advertising is when you generate your perfect niche prospect. A Phenomenal Direct Advertising System duplicates results consistently.
Although direct advertising can bring you phenomenal results in some industries if it is done right, it is not a place to “wing it.” Direct adverting usually isn’t cheap, and I’ve seen too many business owners literally go broke paying for ads that never had a prayer of working!
What results do you want? Anytime you are using paid advertising, be sure to understand what return on investment (ROI) you are looking for. In other words, when you advertise for $1, how many do you need to get in return? Many times you won’t know this until testing the ad, which is the reason I do mostly relation- ship marketing. Direct advertising can be costly. On the other hand, we have done paid advertising for my companies that have generated huge returns.
Who is your advertising target audience? The first thing to think about when advertising is who your audience is. At any given time, you may be placing advertising to reach:
• A Suspect (someone who fits the demographic of your perfect niche market).
• A Prospect (someone who has already expressed interest, but has not become a customer yet).
• A Customer or Client (someone who has purchased before). In this case you want to generate repeat business, sell additional products and services, or to compel the customer or client to move to a higher level membership, or something of that nature.
Each of these audiences require a different approach because your per- mission level is different, what they know about you is different, and what you want them to do is different. You may need to have a process of moving suspects to prospects before they become a customer. A customer is different from a client. An advocate or raving fan is someone who has moved beyond client status. You market to them differently.
What do you want them to do? When you are placing an ad or presenting a message to an audience, think about what action you want them to take as a result of the message. Start with the end in mind. Do you want them to call you? Do you want them to opt-in for something? If you are speaking to a group, do you want them to come up to you afterward? Do you want them to fill out a form? Do you want them to buy something? If so, what? This is called your call to action. We’ll talk about that in a moment.
What message do you want to deliver? What message is going to get them to take the action you want them to take?