The trick to making money in any business lies in persistence. It doesn’t matter what marketing technique you use. It will require a short period of time for it to fully deliver optimum leads and customers to your business on a daily basis. Now does this vary from brand advertising? No… direct response marketing is totally different than brand marketing.
With brand marketing, you’re working to get your name out there. There’s no mode of response – you see the ad, see a logo, and that’s it. This is something that completely flies in the way of direct response marketing. You can look at the difference as something similar to how the fabric of space and time radically differed between Isaac Newton and Albert Einstein.
I don’t mean to start talking about physics here, but I wanted to make an elegant point. In my opinion, brand marketing is a waste of money. You could easily reinvest that money into a direct response marketing campaign that is trackable and easy to tell if the campaign was a success or not.
If the campaign was a success, you can run the ad over and over again without fail, because you know it’s working for you, and you’re bringing in the customers into your business at will. Brand marketing can’t do this, and if you’re trying to market your business in the same way that million dollar corporations do, you will be putting your business into jeopardy.
Direct response marketing kicks butt. Brand marketing doesn’t. If you’re looking for a way to get more new customers and clients to your place of business, you don’t have to go very far to get these new customers. Simply offer something for free, and watch as your lead count improves dramatically.
Once you get these leads, you never want to deviate away from direct response marketing. And you never want to allow the possibility of brand marketing to come back into your business and into your mind. I recently heard a world-class marketer say that a very well-known soda company hired him to help out with their marketing campaigns.
This soda company’s ads are everywhere, and their brand message is known world-wide. But this is a company that relies on brand marketing. So when they hired the direct response marketing expert to help out in their business, it seemed to me that their form of marketing wasn’t delivering on results – so they wanted to bring in a guy who could deliver results for his world class marketing advice.
This is something that makes me scratch my head. But it is what it is, and it only proves that direct response marketing is the best way to go when it comes to marketing your business. Without direct response, you’re doing what I consider to be called “hope marketing”. Hope marketing is hoping that someone will buy from you via your brand advertisement.