“Marketing Gems 101”
“Practical and proven direct response marketing and copywriting
advice for today’s business owners, sales reps, and marketers”
Courtesy of Merrill Clark & Crestview Marketing Services
Boost response rates by up to 500%
by choosing the right media for your
advertising and marketing messages
I know I’ve kinda been harping on this lately…but it’s so important to the success of your marketing strategy, I’m going to say again so you don’t forget it.
In order for a marketing promotion to be successful – it has to include the right message to the right market, using the right medium at the right time.
You’ve seen how important it is for you to have the right message and know who your market is. Now I’m going to show you why using the right media is so important.
My simplistic definition of media for the purpose of advertising and marketing is this:
The right media is where your sales message or ad is seen by your ideal prospect.
And there are a bunch of places that could be used – newspapers, magazines, direct mail letters or postcards, TV, radio, websites, email blasts, billboards, and on and on…
The question is which one do you use for a particular ad or campaign.
Some of the variables you may need to think about are:
- • Cost of the media
- • How often you run an ad
- • Demographics of your prospect
- • Reach (number of possible readers or listeners)
- • Who your target prospect is (which you already know, right?)
Now here’s where the real work comes into play. You need to figure out which one has the best chance of working. And what you need to do to help you figure that out is to determine which one of them is where your target prospect hangs out the most.
Do they listen to a particular radio or TV station? Maybe many of them subscribe to a certain magazine or newspaper.
Or maybe, they’re the younger generation and don’t read newspapers or magazines, but spend much of their time on the Internet or certain web sites.
That’s why your target prospect has to be so clearly defined first. You have to select the media based on your prospect so you can actually reach them with your sales message.
If they never see your message to them, you’re sure as heck not going to sell them your goods.
Let’s say you have this cool doggie gizmo and your ideal prospect is obviously local dog owners.
You know from your research that many of them read the local paper, and subscribe to a monthly newsletter from the local veterinarian.
You might try putting an ad in the paper and also in the newsletter, because you know your prospects read both of them. You could also put ads in other media and websites, but you probably wouldn’t put your ad in the next issue of N.H. Hell’s Angels Magazine.
Go where your ideal prospects are and remember to test everything.
One last thing, sometimes it may cost a little more up front to place an ad or sales message in highly targeted media, but assuming the ad itself is good, the extra response because of the laser focus you used will more than make up for it.
The bottom line is…. Know who your market is, and learn as much about them as you can. Write a compelling sales message so they’ll act now, and put your message in the right place so your ideal prospect will see it!
Till next time!
If you have an advertising or marketing project and want me to provide a quote to write money-making sales copy – click here!
Merrill Clark- Direct Response Copywriter
Crestview Marketing Services LLC
Do you want to get more qualified leads and clients from your Website, advertising or marketing campaigns?
If maximizing every marketing dollar with direct response copywriting and marketing techniques is important to you, then please contact me right away (my contact info is below), and I’ll be happy to provide you with
a complimentary 30-minute initial consultation, a $50 value.
You see, if you send out postcards, space ads, sales letters, follow-up letters, brochures, e-mails, or need a new or more effective website, you’ll consistently get more new leads and customers than you ever have before when you use the direct response sales copy I can provide.
If you have specific questions or would like to discuss a project you have coming up, please call me at 603-686-5140, or e-mail me.
I will reply as soon as I can, usually within 48 hours.
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