There are basically two categories of advertising that direct response falls into. One is Electronic Media (TV & Radio) the other is Print.

While the creative approach to these ads may vary widely, all good ones have one thing in common; They follow a specific formula, only those trained in the industry know about.

Think for a moment how you would create your own TV ad for your company. Would you want it to be funny? Maybe real cool and clever? Would you use actors? Where would you film it?

Take a moment and get a clear picture of how an ad would be for your company....

Now you are going to get the formula that is used for direct response advertisements. With this formula in mind, go back over what you just created and see how it compares to the formula.

In order to understand how to apply this, you need to understand a key component of the formula.

One of the most powerful sales tool that anyone can use is a real life testimonial from a satisfied customer. This is where the true benefit of a product is demonstrated.

If you are a new business and don't have any satisfied customers, there are still ways to get valid testimonials. The testimonial is like the glue that holds a direct response advertisement together.

There are a few variations that different agencies may have to this formula. Here, we break it down a littel more specifically so you get an idea of it's application:

Present The Problem

Prove The Problem

Present The Solution

Prove The Solution

Call To Action

This is many times expressed as Attention, Interest, Desire, Action. Most important, is that an ad must first attract, then interest and then get your message across, in that order.

This is most effectively accomplished with good research and real testimonials.

Now take the commercial you created and compare the structure of it to this basic formula. There are many creative ways to use this formula to attract potential customers.

Whatever way is used, all good direct response ads follow the basic problem, solution, call to action formula.

The hallmark of a good direct response TV ad, for example, will always have real, slice of life, testimonials properly placed to get that phone to ring!

We specialize in this form of advertising. There are very cost effective ways to accomplish this type of advertising without the need for a "Madison Avenue" budget.

To get more information simply call us and we will be glad to discuss your needs.

Call us today for your marketing needs!