A friend of mine decided to launch a new product. He said he was going to build a website. I said, “Good. And when are you going to do DR?” He said, “I don’t need DR. I’m doing digital.” After he built his website and nothing happened he decided to do online banner ads. I said, “Good And when are you going to do DR?” He said, “Don’t have to. I’m doing online advertising.” After his banner ads came and went and nothing happened he decided to do social media. I said, “Good. And when does your DR start?” He said, “DR? I’m doing email blasts and linking with my target market.” After all that work and money spent and nothing happened other than having his website being visited by tire-kickers and browsers, he said, ” I’m going to do DR.”
Guess what? He was doing a form of DR all along. He just wasn’t doing it right because he neglected to recognize the three things that DR does that are absolutely vital to getting a new product off the ground and into the hands of the target market. DR, especially DRTV, lets you dramatically demonstrate HOW the product works…build credibility with actual users saying WHY the product works for them…offering the consumer an introductory offer that they can take advantage of NOW.
I love Direct Response. It’s the true pulse-pounding, sweat-provoking, emotion-tweaking form of advertising that can’t be duplicated anywhere.
Posted by neilbrownlee
Neil Brownlee, Creative Director / Copywriter