There are many approaches to advertising, the end goal is that any advertising campaign will build a business by increasing certain variables such as traffic, brand consideration, sales revenue, brand advocacy or others. Two approaches that often seem at odds with one another: direct response and brand awareness.
In this episode, we'll be talking about:
- How to balance branding and direct response
- Why small businesses should use direct response
- Emotional decision making
How do you reach common ground between brand and direct response campaigns? Direct marketing often treads a fine line in balancing promotion of brand, on the one hand, with direct-response urgency on the other. The focus at the top of the marketing funnel, primarily ones of awareness and stimulation, must balance with the conversion and advocacy activities closer to the sale.
Small businesses who send direct mail advertisements to their customers find this to be a highly effective marketing strategy. Direct response proves to be a more personal way to reach potential and existing customers, and it encourages businesses to build a relationship with their customers.
To be successful in today’s business world, you need to sell more than just the product. You sell feelings that come with the purchase, the upscale position it puts your customers in and the emotions it evokes in them. You’re selling a dream along with your product - to help customers become a better version of themselves. To be successful, you want to make use of your prospects' emotions' influence on decision making. Emotional selling marks the difference between average businesses and top companies.