direct response copywriter image

“My clients arrive pre-sold!”

I am very pleased. Roger’s writing skills are superb. His turnaround time is quick. I have worked with Roger since 2004.

His skills have tremendously increased the size of my medical practice. At my clinic we offer a new patient orientation program, but I find that many who come to us don’t require the orientation because they arrive pre-sold by the advertising campaigns Roger has created for us.

Daniel Thomas, MD
Vein Clinic of Orlando
Oviedo, Florida

Advertising Mistake #2
Lack of a Clear Purpose

In today’s world there are really only two types of advertising – image or brand advertising and direct response. Let’s have a look at each, and I’ll let you decide which is better for you.

A classic example of image advertising is the Goodyear blimp. You’ll always see it at major sporting events like NFL games and NASCAR races.

Now I’m sure the executives at Goodyear harbor no illusions of football fans rushing out at half time to buy a new set of tires. This type of advertising serves only one purpose – to keep the name of the advertiser fresh in the viewer’s mind. It’s “good P.R.” as they say.

Of course you don’t have to buy a blimp to get your name out there. You can simply continue to run the type of advertising you now use in the hopes that someone will remember your name when they need your product or service.

Now it’s true – you’ve got to advertise or people will soon forget you exist. Here’s the rub ...

Goodyear and other giant corporations have the big bucks to spend on this type of image advertising. You don’t. And even a small image ad, no matter how inexpensive, is often a waste of money. Why? Because again, they don’t sell.

If you run ads that merely say “here we are” or “here’s what we do” you’re throwing good money away.

When you run an ad, you want people to immediately pick up the phone and call you or rush on down to your place of business. Hopefully before the invoice for the ad placement arrives in the mail.

That’s the heavy duty job entrusted to direct response advertising. It says “there’s an opportunity for you that you can’t ignore.” It’s only purpose is to get people to respond to your offer.

Look at your advertising again. Does it clearly present an opportunity to your prospects? Does it urge them to take action now? If it doesn’t, they certainly won’t react with the lightning speed you hope for. And that brings me to a myth as old as advertising itself ...

You may have been told that your ad must be seen or heard over and over again – 9 times, 27 times, a squillion times! – before you can expect a response. Quite frankly, that’s total bull.

Think about it. If your ad doesn’t immediately strike an emotional chord with your prospects, do you think it ever will? If your ad doesn’t give your prospects all the reasons why they should do business with you, do you think repeating the same message will move them any closer to a buying decision? Stop wasting your money. Something’s wrong and it needs fixin’.

Hopefully by now I’ve made the case that image advertising is best left to the guys with deep advertising pockets. You want to do more than get your name out there. You want to do more than merely inform.

You want people scrambling down to your place of business or at least calling you as a direct and immediate result of your advertising. And you want all this without giving away the store.