David Ogilvy on the Power of Direct Response Advertising
David Ogilvy called direct response advertising his “secret weapon.” When he started out in the advertising business, direct response wasn’t exactly a respected form of selling. It was in the red...
View ArticleHow to add oomph to your offer
Offers are the heart of direct marketing. So if you want a powerful way to improve response to any direct advertisement, look at your offer. That’s the gist of a recent article I wrote for Target...
View ArticleBoost response by positioning your offer
In direct marketing, everything is built around offers. In fact, to create a true direct response ad in any medium, you must do 3 specific things: Make an offer. Provide sufficient information to...
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3 irrefutable proofs: people-centered ads win
I’ve been seeing some pretty crappy advertising recently and it’s all crappy for the same reason. All of it tries to make a point with clever concepts rather than benefits and relevance. It made me...
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How to use the ingenious “yes/maybe” offer
A few years ago, Inside Direct Mail ran an article on offers and interviewed me about one of the most clever offers ever devised: the yes/maybe offer. If you can be a fan of an offer, then I’m a fan...
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14 offers to raise response and lower risk
part 1 of a 4-part series There are three things you must do in order to create effective direct response advertising: Make an offer. Provide sufficient information to allow your prospect to accept...
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17 offers to reduce price and increase urgency
part 2 of a 4-part series Last time, we established that there are three things you must do to create effective direct response advertising: Make an offer. Provide sufficient information to allow your...
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13 offers to improve terms and provide services and bribes
part 3 of a 4-part series In this series, we’re looking at offers. Back in part one, we listed three things you must do to create effective direct response advertising: Make an offer. Provide...
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14 offers to increase profit and generate sales inquiries
part 4 of a 4-part series We’ve been looking at offers because offers are the heart of direct response advertising. In fact, I’ll remind you yet again, there are three absolute requirements if you...
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3 tricks kids can teach you about getting people to say “yes” to almost anything
Today’s the big staff meeting and you’re running late. As you grab your briefcase and lunge toward the door, a little voice stops you cold. “Are you getting my toy tonight?” You feign ignorance. “Toy?...
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