Classic Debate – Why Direct Response Is Better Than Brand Marketing

If your offline business is at a stage where you’re contemplating closing up shop, I think you should reconsider doing that because you can turn your business around. Now it won’t be a walk in the park, but turning your business around is something that is very possible to happen.

I’m pretty sure that you’ve done a number of things to try to keep your business open and busy. Perhaps you’ve used newspaper advertising, new walk-ins due to your location, direct mail, or even brand advertising. All of these techniques except brand advertising can help to keep your business open.

I’m not a big fan of brand advertising for a number of reasons. For one, it’s not trackable. You have no idea if whether or not your ad is successful – and I have a big problem with that. If you don’t have the business funds like the iconic Trump Tower, McDonalds, Burger King, Microsoft, or any other Fortune 500 company… you will find that your days in business will be cut short very quickly.

Instead of following these folks, implement a direct response marketing campaign where your techniques are testable, trackable, and accountable. Direct response allows you to make changes on the fly – especially if you also market your business on the internet. The internet is a great tool to get more new customers, and to test out new headlines or campaigns that you have in store for your business.

You never want to stick with a strategy that doesn’t make money for you right away. If you do, you’ll find yourself wasting a lot of time and energy on concepts that simply don’t work. How much money is it going to take for you to lose in order to see that the current ways of marketing you are doing is totally ineffective?

I think you should take a deep assessment at how well your advertising and marketing campaigns are doing for you. If you’re using brand advertising, stop doing that and start using direct response marketing. Take your knowledge to another level about direct response, and you will find that there’s a clear difference between your old ways of marketing, and this new way with direct response.

Remember, if you’re at the brink of just totally giving up, don’t do so. There are still some great ways to build up your business that doesn’t cost you a lot of money to do so. Maybe you should consider hiring a marketing consultant who can turn your business around.

I don’t recommend much advertising and marketing agencies because even a lot of these places have a hard time staying in business. Ironic huh? Lol… I know, and that’s why you need to learn how to do direct response marketing yourself – or simply hire a consultant who has a track record of turning businesses around.

Use these tips to have the kind of business success that you dream of in your business. The more you use direct response, the more money your will make, and the more you will see which campaigns are making the most money for you.

Good luck with using these techniques to have the kind of business success that you desire.

Is a Turnkey Internet Marketing Solution Right For You?

If you are into internet marketing you have definitely seen a lot of turnkey solutions to making money online. Is there any value in these? I think there CAN be, but it is never a foregone conclusion.

You need to choose the system wisely, and then you have to put in work. Give it a fair shot by investing some real time into any system you buy. No matter what turnkey solution you purchase for making money online, they all need to be followed step by step. That means you need to actually spend some time on them, no one can guarantee you overnight riches with no effort (but they will try!).

There are 3 main benefits for turnkey solutions in my opinion:

1. Theoretically a turnkey internet marketing solution will be tested and proven to be effective. Instead of investing time into promotion and coming up empty, a good turnkey solution will be known to convert well. This will help you avoid any misfires when you start.

2. It saves time. A good turnkey solution will come with everything you need to get up and running right away. That can include website templates, graphics, photos and links to any sites you are required to join. It will also come with an easy to understand set of instructions that will help you avoid any time leeching mistakes.

3. It will allow you to create multiple streams of income. This is huge. The good internet marketers out there know that M.S.I’s are the key to success. You don’t want all of your eggs in one basket. With turnkey systems like this you can quickly set up a stream of income. The time you save, will allow you to get many more streams running.

I think that these 3 benefits make a turnkey system a great choice – especially for people who are new to Internet Marketing. The knowledge gleaned from a turnkey system will help you learn how to create your own revenue streams in the future.

Like anything out there though, there is definitely a wide variety of quality when it comes to different systems. If you aren’t careful you can end up wasting your money. When you look for a system – make sure it includes:

1. Testimonials! Anyone can make up testimonials, so it is hard to judge. I think that if you have been around long enough though you can do a decent job at picking out the fakes. Look for pictures of the people giving testimonials, or testimonials from well regarded websites/internet forums. Maybe the best testimonial is a picture of sales figures. Check the site of the product you are looking into and look for pictures of sales figures, or other guarantees of past success.

2. Everything You Need. Make sure whatever system you are purchasing includes everything you need. If you need stock photos, and they aren’t included – that will mean an increase in your cost, and time. If you can’t make your own websites, you are going to want some website templates included as well. That will save you the cost of outsourcing or the time it would take to create.

3. Accessibility. This includes support and just general accessibility to the creator of the product. If you get live support, and/or email support directly with the creator of the product – then that is perfect. The fact is, these people are usually very busy so that might not be possible. In this case, accessibility is less about direct communication and more about how transparent the creator is. Do they back up the product with their name? Do they have a reputable company? An office? Contact Info? Documented past successes? Are these people living the lifestyle that you want to live? If you answer no to any of those questions, maybe you should seek out a different product.

The world of turnkey internet marketing solutions can be a bit murky and you do have to be careful. If you take the time to do your homework though, there is money to be made out there and all it takes is a bit of your time.

That is the key – time. These systems will save you a lot of it, but they also demand some time invested. You can not just buy the system and let it rot on your desktop, you must invest the time you need to make money. The great thing about a good system is that your time invested will translate directly into dollars. The more time you put in, the more money you take out.

To all of those starting out with a good system, you are off on the right foot!

Cause-Related Marketing

Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit.

Embracing a cause makes good business sense. Nothing builds brand loyalty among today’s increasingly hard-to-please consumers like a company,s proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits.

Powerful marketing edge

Cause-related marketing can become a cornerstone of your marketing plan. Your cause-related marketing activities should highlight your company’s reputation within your target market. Cause-related marketing can positively differentiate your company from your competitors and provide an edge that delivers other tangible benefits, including:

  • Increased sales
  • Increased visibility
  • Increased customer loyalty
  • Enhanced company image
  • Positive media coverage

By choosing a cause you are passionate about, cause-related marketing is emotionally fulfilling. It’s a way to merge your profit center with your “passion center” and build a business that mirrors your personal values, beliefs and integrity. If your cause also resonates with your target market, your activities will generate tremendous goodwill and media attention can be its side effect.

Real-World Success Story

Cosmetic dentist Mark McMahon made himself a media mini-celebrity with a thriving practice due in part to his high-profile pro bono work in his community, a strategy that landed him radio and TV appearances in areas where he worked.

McMahon established partnerships with local charities, including a homeless shelter and a shelter for battered women, and offered free dental services to their members. Before each event, he contacted local media and let them know what he was up to. Several TV crews showed up, filmed him treating patients, and later aired the segments on the evening news.

“These events were surprisingly easy to arrange, and every year, they’d help us get press simply by doing these charitable promotions,” McMahon says. “Local television news stations loved the emotional element. And it was obviously rewarding to see patients after we’d treated them who’d been in pain for months talking about how glad they were to be relieved of their toothaches.”

Another project involved the Delancey Street Foundation, a residential education center for former substance abusers and ex-convicts. “I agreed to treat some of their members’ acute dental needs,” McMahon says. “I quickly appreciated the media appeal of transforming the appearance of these rough-looking guys with terrible smiles.”

McMahon captured the event with before and after photos. “These guys had missing teeth and terrible smiles,” he says. “So I had a professional photographer capture before pictures of these guys in street clothes with their snarling faces. After I fixed their teeth, we took more pictures, but this time dressed the guys in suits and ties, now looking like lawyers and accountants, with me sitting right in the middle. The media loved it, and it was great seeing these men looking like new.”

McMahon’s TV appearances created name recognition. “After I did the story on a local television show, I was recognized in my gym by a masseuse who had seen the show,” McMahon recalls. “She said, ‘I was thinking about you this morning while I was flossing my teeth.’ She became a great source of referrals.”

(Excerpted from the book Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort, by Steven Van Yoder)

Getting Started

Cause-related marketing yields mutual benefit. Look for partners with a similar agenda whose goals can be better achieved by partnering with your business. Take inventory of the assets that make you an appealing partner in a cause-related venture.

There are many types of mutually beneficial relationships you can form with your cause-related partner, including special events, sales promotions and collection plans. An easy way to embrace a cause is to team up with a charity.

Whenever Johnny “Love” Metheny, a slightly famous nightclub owner in San Francisco, opens a new club, he shares the limelight with a local charity. “I have a history of including the Leukemia & Lymphoma Society in my grand openings,” says Metheny, who was voted the society’s Man of the Year in 1991. “It’s not only something I feel good about, but it helps us market our businesses to the community and media at the same time.”

Volunteer with an organization. When Eunice Azzani, an executive recruiter, volunteered to serve on the board of the San Francisco AIDS Foundation, she didn’t anticipate that it would connect her with executives from Mervyn’s, Bank of America, and Wells Fargo Bank, all of who eventually hired her to work for them.

“People don’t hire a piece of paper or a process. They hire people they trust,” Azzani says. “Volunteering for a position at a local organization makes you very trustworthy.” She advises business owners to target causes they believe in. “If you’re helping with a cause you believe in, people will see that you care. And they’ll realize you will probably care as much about your work.”

As your partnership takes shape, become ambassadors for each other. Talk about the charitable organization and have flyers available. Promote the organization (and your partnership) on your website and in your newsletters. Ask your partner to extend the same courtesies to you.

Never lose the marketing focus of your community partnership efforts. Even though the work is philanthropy, your cause should generate interest in your company and motivate people to buy from it. Select a cause that is important to your target market, and make sure your target market sees that connection.