Words to the Wise: Direct-Response Marketing (DRM)

Direct-response marketing – via both e-mail and standard mail – is a type of advertising designed to get the customer it’s aimed at to take an immediate action. That action could take the form of calling an 800 number, sending in a postcard to renew a subscription, signing up to receive free information, or making a purchase. Unlike “image” advertising, which seeks to build awareness of a brand over time, the results of direct-response marketing are specific, trackable, and quantifiable.

Example (as used by Michael Masterson and MaryEllen Tribby in their best-selling book Changing the Channel: 12 Easy Ways to Make Millions for Your Business): “Today, with the power of the Internet behind them, branding and DRM work more closely together … closer than they ever have in the history of advertising. The Internet allows companies to create campaigns that are nearly hybrids of traditional branding and traditional DRM.”

Direct response marketing is one of the most powerful marketing mediums you can use to make sales. If DRM – whether it’s e-mail or mail – is not part of your marketing efforts, you are leaving tons of cash on the table.

“To be at the top of your game,” Michael and MaryEllen say, “You need to continue what you do so well – the kind of marketing that is now working for you – but you must gradually add new arrows to your quiver. You will notive a sudden and substantial improvement in sales and profits if you do.

To learn more about DRM – plus 11 other powerful marketing channels that can transform your business – pick up a copy of Changing the Channel right now.

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