prospects

In direct response advertising, less is more…

June 27, 2013 by Leave a comment

No, this doesn't mean cutting back on your advertising budget, but what it does mean is using your advertising budget more effectively. The main way to do this is to narrow down the list of prospects you're trying to reach.

What I mean by this is, instead of casting your net wide, trying to catch as many people as possible, instead focus more on the type of person who's going to want to purchase your product or service. In other words, don't waste advertising dollars on someone who'll never purchase your product. For example, I don't care how tender and juicy that black angus steak might be, you'll never be able to spend enough money or be persuasive enough to convince a devout vegan who's a card carrying member of PETA to buy it.

What is a more effective use of your budget is to first get a real good picture in your head of who your ideal prospect is. I mean a real, living, breathing picture in your mind of who and what your best prospect would look like. Once you can firmly picture what your ideal client looks like, you'll be one step closer to creating a much more powerful advertising piece. You'll be able to focus your message with laser-like intensity, burning away all objections.

Once you can firmly envision your ideal client and gear your material to talk to them specifically, you'll be sending out less advertising material, advertising that'll be much more effective.

What do you think? Do you agree or disagree? Why? And finally, who is your ideal prospect?

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