Marketing Anywhere: Direct Response works in ANY industry
When people are first introduced to the idea of direct-response advertising vs. the more "mainstream" concept of image advertising, they argue with me. It might work for my real estate industry, or it might work for my motivational speakers and authors, but it is never, ever used in THEIR industry so, by extension, it doesn't WORK in their industry.
That's OK - when I was first introduced to the same concept, I was highly skeptical, too.
A few weeks ago, I put it to the test with something you'd never imagine – my own spin class at my Laguna Beach fitness club. Spin is a strange aerobic and anaerobic deal. People crowd into a room filled with stationary bikes and then proceed to follow an instructor through a series of ups and downs to music. It ain't easy, but it is addicting – especially when you see results happen as quickly as they do.
I decided to start advertising my class in the local newspaper. When I delivered the first ad, the ad agent and two of her superiors argued with me. This was TOO MUCH COPY. There weren't enough pictures. I didn't even have a fancy logo. I was crazy to be paying them this kind of weekly money. At the same time, they assured me that I'd need to run for several weeks, based on reports they'd received from other fitness ad entities saying that it took several weeks to even generate noticeable interest. I shrugged and nicely told them I thought I'd give it a try anyway.
From the first day the ad was published, I've had a veritable stream of incoming new prospects giving the class a try. This astounds everyone but me. But, see, I've just put the basics of direct-response into the ad - Jay Abraham calls it the AIDA method.
1. A-Get their Attention. What's the biggest benefit they'll receive from you? In my case, they burn between 700 and 1,200 calories in a single hour. That's greatest benefit should always be your headline. Mine said:
2. Next, give them your invitation right up front - In the subhead, I told them to join my class at this time, on these days.
3. I - Increase their interest. Next, you tackle their spoken and UNSPOKEN objections about participating in spin class. This is empathy. Put yourself in their shoes. Why are they reluctant to try your product or service? In two short sentences, I told them that they'll vastly increase cardio and burn off winter fat, that they'll see improvements in this short amount of time. Then, I assure them that spin is adaptable to any level, even beginners (most are intimidated watching it and, thus, don't even venture into the room)
4. D - Then, the desire falls into play. How do you entice their interest even further? Most spin attendees will faithfully attend one instructor's class because of the instructor's personality and song choices. Good music makes the time in a spin class pass more quickly and even makes it a little bit fun. I figure they'll get enough of my personality when they get there, so I focused on telling them which musical artists are "on deck" for the following week. Each week, that's the only section that changes. I figure if they see at least two or three artists they like, they're more tempted to try it.
Now, I'm taking chances here - if they don't like the artists I list, they're not going to come to my class. But the fact is, they'd be miserable if they WERE in my class listening to music that appalled them. I firmly believe that the more you "nichefy" toward the audience you want to have, the faster that very audience gathers 'round you. Don't be hesitant to tell them who or what you represent.
In the last few weeks, I've had about 40 people bring up my ad - people at the coffee shop, the grocery store, even a Realtor client I have who operates out of neighboring Newport Beach, but picked up our Laguna paper a week ago and guessed it was me. To the last person, each has ONLY mentioned my song list and asked for more details, even offering a few of their favorites that they think I'll like. They're hooked.
5. A - Tell them how to take action. I close the ad with another invitation, then list cross streets nearest the club, parking access and the club's phone number. Don't ever assume they know you want them there or that they know how to find you or get there. Lay it all out in simple directives; make the act of taking action an easy one.
That's OK - when I was first introduced to the same concept, I was highly skeptical, too.
A few weeks ago, I put it to the test with something you'd never imagine – my own spin class at my Laguna Beach fitness club. Spin is a strange aerobic and anaerobic deal. People crowd into a room filled with stationary bikes and then proceed to follow an instructor through a series of ups and downs to music. It ain't easy, but it is addicting – especially when you see results happen as quickly as they do.
I decided to start advertising my class in the local newspaper. When I delivered the first ad, the ad agent and two of her superiors argued with me. This was TOO MUCH COPY. There weren't enough pictures. I didn't even have a fancy logo. I was crazy to be paying them this kind of weekly money. At the same time, they assured me that I'd need to run for several weeks, based on reports they'd received from other fitness ad entities saying that it took several weeks to even generate noticeable interest. I shrugged and nicely told them I thought I'd give it a try anyway.
From the first day the ad was published, I've had a veritable stream of incoming new prospects giving the class a try. This astounds everyone but me. But, see, I've just put the basics of direct-response into the ad - Jay Abraham calls it the AIDA method.
1. A-Get their Attention. What's the biggest benefit they'll receive from you? In my case, they burn between 700 and 1,200 calories in a single hour. That's greatest benefit should always be your headline. Mine said:
1 spin class with Diane = 700 calories burned
2. Next, give them your invitation right up front - In the subhead, I told them to join my class at this time, on these days.
3. I - Increase their interest. Next, you tackle their spoken and UNSPOKEN objections about participating in spin class. This is empathy. Put yourself in their shoes. Why are they reluctant to try your product or service? In two short sentences, I told them that they'll vastly increase cardio and burn off winter fat, that they'll see improvements in this short amount of time. Then, I assure them that spin is adaptable to any level, even beginners (most are intimidated watching it and, thus, don't even venture into the room)
4. D - Then, the desire falls into play. How do you entice their interest even further? Most spin attendees will faithfully attend one instructor's class because of the instructor's personality and song choices. Good music makes the time in a spin class pass more quickly and even makes it a little bit fun. I figure they'll get enough of my personality when they get there, so I focused on telling them which musical artists are "on deck" for the following week. Each week, that's the only section that changes. I figure if they see at least two or three artists they like, they're more tempted to try it.
Now, I'm taking chances here - if they don't like the artists I list, they're not going to come to my class. But the fact is, they'd be miserable if they WERE in my class listening to music that appalled them. I firmly believe that the more you "nichefy" toward the audience you want to have, the faster that very audience gathers 'round you. Don't be hesitant to tell them who or what you represent.
In the last few weeks, I've had about 40 people bring up my ad - people at the coffee shop, the grocery store, even a Realtor client I have who operates out of neighboring Newport Beach, but picked up our Laguna paper a week ago and guessed it was me. To the last person, each has ONLY mentioned my song list and asked for more details, even offering a few of their favorites that they think I'll like. They're hooked.
5. A - Tell them how to take action. I close the ad with another invitation, then list cross streets nearest the club, parking access and the club's phone number. Don't ever assume they know you want them there or that they know how to find you or get there. Lay it all out in simple directives; make the act of taking action an easy one.
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