SlideShare una empresa de Scribd logo
1 de 23
Direct	
  Response	
  
 Fundamentals
           Joe	
  McVoy
  Profitable	
  Marke1ng	
  Systems
What	
  Qualifies	
  As	
  
         Direct	
  Response?

Any	
  marke1ng	
  that	
  asks	
  for	
  a	
  specific,	
  
measurable	
  response	
  vs	
  unmeasurable	
  
       brand	
  or	
  “image”	
  adver1sing
Where	
  Does	
  The	
  Money	
  Go?
54%	
  of	
  all	
  adver1sing	
  $	
  spent	
  on	
  direct	
  response	
  &	
  digital	
  
What	
  Works	
  Best	
  To	
  Get	
  New	
  Customers?
Two	
  Sides	
  To	
  Every	
  Business
                        Inside	
  Reality


• Quality	
  of	
  your	
  product	
  or	
  service
• Your	
  people/staff	
  -­‐	
  Customer	
  service
• Your	
  systems,	
  performance
• Those	
  things	
  that	
  make	
  you	
  valuable	
  to	
  the	
  
   marketplace
Two	
  Sides	
  To	
  Every	
  Business
                    Outside	
  Percep3on
• How	
  the	
  marketplace	
  perceives	
  your	
  “Inside	
  
   Reality”
• Based	
  upon	
  your	
  communicaGons	
  with	
  the	
  
   marketplace.
• Your	
  sales,	
  markeGng	
  and	
  adverGsing	
  
   messages	
  all	
  build	
  the	
  “Outside	
  PercepGon”
• Rarely	
  do	
  they	
  match	
  -­‐	
  most	
  businesses	
  do	
  a	
  
   very	
  poor	
  job	
  of	
  communica3ng	
  their	
  inside	
  
   reality
The	
  Basics
1. Have	
  something	
  GOOD	
  to	
  say	
  -­‐	
  The	
  “Inside	
  
   Reality”
2. Say	
  it	
  WELL	
  (Strategic	
  MarkeGng)	
  -­‐	
  The	
  
   ability	
  to	
  explain	
  and	
  get	
  prospects	
  to	
  
   believe	
  it	
  The	
  “Outside	
  PercepGon”
3. Say	
  it	
  OFTEN	
  (TacGcal	
  MarkeGng)	
  -­‐	
  
   RepeGGon	
  The	
  “Outside	
  PercepGon”
All	
  MarkeEng	
  Starts	
  By	
  
  Knowing	
  Your	
  Customer
• who,	
  specifically,	
  is	
  your	
  target	
  market	
  and	
  
   how	
  can	
  you	
  reach	
  them?
• what	
  are	
  their	
  hot	
  buVons?
• why	
  should	
  they	
  buy	
  your	
  product	
  instead	
  
   of	
  a	
  compeGtor’s?
• why	
  should	
  they	
  believe	
  anything	
  you	
  say?
Defined	
  vs	
  Undefined	
  
        Target	
  Markets
• For	
  a	
  defined	
  target	
  market,	
  DR	
  is	
  best	
  way	
  
    to	
  reach	
  them	
  -­‐	
  examples
• For	
  an	
  undefined	
  target	
  market,	
  you	
  need	
  
    broad	
  based	
  markeGng	
  to	
  cause	
  your	
  
    prospects	
  to	
  idenGfy	
  themselves	
  -­‐	
  
    examples
• Lists	
  -­‐	
  complied,	
  response,	
  SRDS,	
  
    Nextmark,	
  InfoUSA
Strategy	
  Before	
  TacEcs
   Marke3ng	
  Strategy
   • what	
  you	
  say
   • how	
  you	
  say	
  it
   • who	
  you	
  say	
  it	
  to
   Marke3ng	
  Tac3cs
   • when	
  you	
  say	
  it
   • how	
  o]en
   • through	
  what	
  media
Some	
  Basic	
  TacEcs
• test	
  and	
  track	
  everything
• set	
  up	
  markeEng	
  funnels	
  -­‐	
  set	
  up	
  ways	
  for	
  
    people	
  to	
  interact	
  at	
  no	
  risk	
  and	
  gradually	
  
    increase	
  their	
  involvement	
  and	
  purchase	
  size
• build	
  a	
  relaEonship	
  and	
  trust	
  before	
  you	
  ask	
  
    for	
  money
• set	
  up	
  automated	
  follow	
  up	
  systems	
  using	
  
    mulEple	
  media	
  -­‐	
  combine	
  online	
  with	
  offline
How	
  Your	
  Brain	
  Works
           3	
  Major	
  Concepts


• Alpha	
  mode
• Beta	
  Mode
• ReGcular	
  AcGvator
Alpha	
  Mode
• Have	
  you	
  ever	
  driven	
  to	
  work	
  and	
  when	
  you	
  got	
  
     there	
  you	
  realized	
  you	
  hadn't	
  seen	
  a	
  thing	
  along	
  the	
  
     way?
• Have	
  you	
  called	
  a	
  friend	
  on	
  the	
  phone	
  only	
  to	
  have	
  a	
  
     different	
  friend	
  answer	
  the	
  call?
• Have	
  you	
  ever	
  heard	
  the	
  saying	
  “I	
  could	
  do	
  it	
  in	
  my	
  
     sleep?”
• Guess	
  what?	
  You	
  do	
  almost	
  everything	
  in	
  “Alpha-­‐
     sleep”
Alpha	
  Mode	
  In	
  MarkeEng
• State	
  of	
  apathy	
  toward	
  any	
  markeGng	
  or	
  
     adverGsing
• Makes	
  consumer	
  literally	
  oblivious	
  to	
  
     nearly	
  all	
  adverGsing	
  messages
• Ads	
  are	
  not	
  even	
  noGced	
  in	
  the	
  first	
  place;	
  
     gives	
  adverGser	
  no	
  chance	
  to	
  sell
• Your	
  job	
  is	
  to	
  break	
  consumer	
  out	
  of	
  this	
  
     state;	
  to	
  get	
  them	
  to	
  “snap”	
  awake.
Beta	
  Mode

• State	
  of	
  acGve	
  mental	
  engagement
• Person	
  is	
  consciously	
  aware	
  of	
  what	
  he/
    she	
  is	
  doing
• Person	
  in	
  interested	
  and	
  eager
• State	
  of	
  acGve	
  problem	
  solving	
  and	
  
    learning
Beta	
  Mode	
  In	
  MarkeEng
• Person	
  consciously	
  noGces	
  adverGsements
• Person	
  acGvely	
  seeks	
  out	
  informaGon	
  on	
  
    products	
  or	
  services
• Person	
  is	
  open	
  to	
  ideas	
  and	
  suggesGons	
  
    about	
  how	
  to	
  solve	
  a	
  problem
• Person	
  will	
  read	
  or	
  absorb	
  as	
  much	
  
    informaGon	
  as	
  necessary	
  to	
  make	
  the	
  best	
  
ReEcular	
  AcEvator
• The	
  part	
  of	
  your	
  brain	
  that	
  makes	
  you	
  
    noGce	
  things	
  that	
  are	
  familiar,	
  unusual	
  or	
  
    dangerous
• You	
  have	
  no	
  control	
  of	
  this	
  whatsoever
• Survival	
  mechanism
Your	
  MarkeEng	
  Needs	
  To:
• Interrupt:	
  GeVng	
  qualified	
  prospects	
  to	
  pay	
  
   aXenEon	
  (done	
  with	
  headlines)

• Engage:	
  GeVng	
  those	
  who	
  do	
  pay	
  aXenEon	
  to	
  
   remain	
  interested	
  (sub-­‐headlines)

• Educate:	
  Giving	
  enough	
  informaEon	
  to	
  make	
  the	
  
   prospect	
  feel	
  like	
  he/she	
  can	
  make	
  the	
  best	
  decision	
  
   (body	
  copy	
  /	
  text	
  /	
  evidence)

• Offer:	
  GeVng	
  the	
  prospect	
  to	
  take	
  an	
  acEon	
  based	
  
   on	
  informaEon	
  given	
  (risk	
  lowering	
  offer)
             (classified	
  ad	
  to	
  30	
  page	
  sales	
  leJer)
How	
  To	
  “Interrupt”
• Use	
  headlines	
  based	
  on	
  HOT	
  BUTTONS	
  to	
  interrupt	
  
    the	
  prospect	
  -­‐	
  their	
  RA	
  forces	
  them	
  to	
  noEce
• Can	
  also	
  be	
  used	
  in	
  conjuncEon	
  with	
  pictures/
    sounds	
  (see	
  on	
  TV	
  with	
  animals	
  or	
  kids)
• Hot	
  BuXon-­‐based	
  scenarios	
  are	
  received	
  into	
  the	
  
    reEcular	
  acEvator	
  and	
  the	
  proper	
  emoEonal	
  
    response	
  is	
  triggered
• Then	
  the	
  prospect	
  immediately	
  searches	
  for	
  
    addiEonal	
  clarifying	
  informaEon	
  and	
  is	
  ready	
  to	
  be	
  
    ENGAGED
How	
  To	
  “Engage”

• What	
  would	
  a	
  prospect	
  need	
  to	
  see	
  or	
  hear	
  
    in	
  order	
  to	
  feel	
  like	
  they	
  have	
  enough	
  
    informaGon	
  to	
  make	
  a	
  decision?	
  
• The	
  sub-­‐headline	
  needs	
  to	
  make	
  the	
  
    promise	
  that	
  it’s	
  worth	
  their	
  Gme	
  to	
  keep	
  
    reading/listening
How	
  To	
  “Educate”
• Once	
  the	
  prospect	
  has	
  been	
  interrupted	
  and	
  
    engaged,	
  you	
  need	
  to	
  give	
  him/her	
  enough	
  
    informaEon	
  to	
  make	
  an	
  intelligent	
  decision
• Your	
  job	
  is	
  to	
  educate	
  the	
  prospect	
  to	
  the	
  point	
  
    where	
  he/she	
  “becomes	
  the	
  expert”	
  and	
  feels	
  like	
  
    they	
  are	
  in	
  CONTROL
• This	
  is	
  done	
  by	
  Building	
  your	
  Case	
  and	
  providing	
  
    Evidence
• CopywriEng	
  is	
  the	
  difference	
  between	
  good	
  and	
  
    great	
  results
How	
  To	
  Create	
  An	
  “Offer”
• Every	
  markeEng	
  piece	
  should	
  contain	
  a	
  risk-­‐
    lowering	
  offer	
  to	
  encourage	
  the	
  prospect	
  to	
  take	
  
    the	
  next	
  step	
  in	
  the	
  sales	
  process	
  -­‐	
  best	
  if	
  can	
  
    capture	
  future	
  buyers	
  in	
  addiEon	
  to	
  NOW	
  buyers
• Offer	
  should	
  be	
  obvious,	
  easy	
  to	
  understand,	
  and	
  
    easy	
  to	
  see	
  (coupon	
  works	
  well)
• Offer	
  can	
  be	
  for…	
  more	
  info	
  via	
  markeEng	
  tools	
  
    (gives	
  prospect	
  control),	
  bonuses	
  or	
  premiums	
  
    when	
  ordering,	
  special	
  offers	
  for	
  first	
  Eme	
  users
• Avoid	
  the	
  “talk	
  to	
  a	
  sales	
  person”	
  offer
The	
  Right	
  Offer,	
  Made	
  At	
  
   The	
  Right	
  Time,	
  To	
  The	
  
  Right	
  Person,	
  Trumps	
  All
Gary	
  Halbert’s	
  poli1cally	
  incorrect	
  example.	
  .	
  .

Más contenido relacionado

La actualidad más candente

Camp 2
Camp 2Camp 2
Camp 2efxrad
 
Digital marketing blueprint 2015
Digital marketing blueprint 2015Digital marketing blueprint 2015
Digital marketing blueprint 2015Han Siang ,Tan
 
Sales Tip: The Real Psychology of Selling
Sales Tip: The Real Psychology of SellingSales Tip: The Real Psychology of Selling
Sales Tip: The Real Psychology of Sellingnevercoldcallagain
 
Extreme Customer Insight: Mastering the Marketing Secret Weapon
Extreme Customer Insight: Mastering the Marketing Secret WeaponExtreme Customer Insight: Mastering the Marketing Secret Weapon
Extreme Customer Insight: Mastering the Marketing Secret WeaponApril Dunford
 
Propmi marketing and sales methodology
Propmi marketing and sales methodologyPropmi marketing and sales methodology
Propmi marketing and sales methodologyPROPMI CONSULTING
 
Infusionsoft Lifecycle Marketing
Infusionsoft Lifecycle MarketingInfusionsoft Lifecycle Marketing
Infusionsoft Lifecycle MarketingRamon Ray
 
Chris West - Marketing on a Beermat
Chris West - Marketing on a Beermat Chris West - Marketing on a Beermat
Chris West - Marketing on a Beermat FreshBusinessThinking
 
Healthy Marketing - webinar for National Wellness Institute
Healthy Marketing - webinar for National Wellness Institute Healthy Marketing - webinar for National Wellness Institute
Healthy Marketing - webinar for National Wellness Institute angelabroderick
 
4 Ways to Make Each Sales Conversation Count
4 Ways to Make Each Sales Conversation Count4 Ways to Make Each Sales Conversation Count
4 Ways to Make Each Sales Conversation CountSales Pro Insider
 
Cool, Helpful, Creepy: Internet Marketing in 2013
Cool, Helpful, Creepy: Internet Marketing in 2013Cool, Helpful, Creepy: Internet Marketing in 2013
Cool, Helpful, Creepy: Internet Marketing in 2013Jarrett Smith
 
22nd Century Selling Skills for ASTD ICE 2014
22nd Century Selling Skills for ASTD ICE 201422nd Century Selling Skills for ASTD ICE 2014
22nd Century Selling Skills for ASTD ICE 2014Mike Kunkle
 
Winning Edge Customer Relation Skills
Winning Edge Customer Relation SkillsWinning Edge Customer Relation Skills
Winning Edge Customer Relation SkillsCampeauLearning
 
Marketing strategy for start up
Marketing strategy for start up Marketing strategy for start up
Marketing strategy for start up Elena Donets
 

La actualidad más candente (17)

Camp 2
Camp 2Camp 2
Camp 2
 
Digital marketing blueprint 2015
Digital marketing blueprint 2015Digital marketing blueprint 2015
Digital marketing blueprint 2015
 
Sales Tip: The Real Psychology of Selling
Sales Tip: The Real Psychology of SellingSales Tip: The Real Psychology of Selling
Sales Tip: The Real Psychology of Selling
 
Extreme Customer Insight: Mastering the Marketing Secret Weapon
Extreme Customer Insight: Mastering the Marketing Secret WeaponExtreme Customer Insight: Mastering the Marketing Secret Weapon
Extreme Customer Insight: Mastering the Marketing Secret Weapon
 
NLP Sales Copy and Hypnosis in Advertising - 26 Most Powerful Hypnotic Phrase...
NLP Sales Copy and Hypnosis in Advertising - 26 Most Powerful Hypnotic Phrase...NLP Sales Copy and Hypnosis in Advertising - 26 Most Powerful Hypnotic Phrase...
NLP Sales Copy and Hypnosis in Advertising - 26 Most Powerful Hypnotic Phrase...
 
Propmi marketing and sales methodology
Propmi marketing and sales methodologyPropmi marketing and sales methodology
Propmi marketing and sales methodology
 
Infusionsoft Lifecycle Marketing
Infusionsoft Lifecycle MarketingInfusionsoft Lifecycle Marketing
Infusionsoft Lifecycle Marketing
 
Chris West - Marketing on a Beermat
Chris West - Marketing on a Beermat Chris West - Marketing on a Beermat
Chris West - Marketing on a Beermat
 
Healthy Marketing - webinar for National Wellness Institute
Healthy Marketing - webinar for National Wellness Institute Healthy Marketing - webinar for National Wellness Institute
Healthy Marketing - webinar for National Wellness Institute
 
4 Ways to Make Each Sales Conversation Count
4 Ways to Make Each Sales Conversation Count4 Ways to Make Each Sales Conversation Count
4 Ways to Make Each Sales Conversation Count
 
Cool, Helpful, Creepy: Internet Marketing in 2013
Cool, Helpful, Creepy: Internet Marketing in 2013Cool, Helpful, Creepy: Internet Marketing in 2013
Cool, Helpful, Creepy: Internet Marketing in 2013
 
22nd Century Selling Skills for ASTD ICE 2014
22nd Century Selling Skills for ASTD ICE 201422nd Century Selling Skills for ASTD ICE 2014
22nd Century Selling Skills for ASTD ICE 2014
 
Winning Edge Customer Relation Skills
Winning Edge Customer Relation SkillsWinning Edge Customer Relation Skills
Winning Edge Customer Relation Skills
 
300% Sales Increase from Best Copywriter for Amazon Optimization Bonus Traini...
300% Sales Increase from Best Copywriter for Amazon Optimization Bonus Traini...300% Sales Increase from Best Copywriter for Amazon Optimization Bonus Traini...
300% Sales Increase from Best Copywriter for Amazon Optimization Bonus Traini...
 
Spin selling training
Spin selling   trainingSpin selling   training
Spin selling training
 
Become a Brand Manager
Become a Brand ManagerBecome a Brand Manager
Become a Brand Manager
 
Marketing strategy for start up
Marketing strategy for start up Marketing strategy for start up
Marketing strategy for start up
 

Destacado

Week 5. Basics and clinical uses of MR spectroscopy.
Week 5. Basics and clinical uses of MR spectroscopy.Week 5. Basics and clinical uses of MR spectroscopy.
Week 5. Basics and clinical uses of MR spectroscopy.Dr. Jakab András
 
Presentation1.pptx, perfusiona and specroscopy imaging in brain tumour.
Presentation1.pptx, perfusiona and specroscopy imaging in brain tumour.Presentation1.pptx, perfusiona and specroscopy imaging in brain tumour.
Presentation1.pptx, perfusiona and specroscopy imaging in brain tumour.Abdellah Nazeer
 
Perfusion and dynamic contrast enhanced mri
Perfusion and dynamic contrast enhanced mriPerfusion and dynamic contrast enhanced mri
Perfusion and dynamic contrast enhanced mrifahad shafi
 
Proton magnetic resonance spectroscopy
Proton magnetic resonance spectroscopyProton magnetic resonance spectroscopy
Proton magnetic resonance spectroscopyhazem youssef
 
MR spectroscopy
MR spectroscopyMR spectroscopy
MR spectroscopyairwave12
 
MRI imaging of brain tumors. A practical approach.
MRI imaging of brain tumors. A practical approach. MRI imaging of brain tumors. A practical approach.
MRI imaging of brain tumors. A practical approach. hazem youssef
 
Imaging in pediatric brain tumors
Imaging in pediatric brain tumorsImaging in pediatric brain tumors
Imaging in pediatric brain tumorsDr.Suhas Basavaiah
 
135 contrast enhanced mri of vulnerable plaque
135 contrast enhanced mri of vulnerable plaque135 contrast enhanced mri of vulnerable plaque
135 contrast enhanced mri of vulnerable plaqueSHAPE Society
 
Diffusion Weighted MRI (2011-09-29 이정원)
Diffusion Weighted MRI (2011-09-29 이정원)Diffusion Weighted MRI (2011-09-29 이정원)
Diffusion Weighted MRI (2011-09-29 이정원)이정원 JeongwonLee
 
Neurology Part 1
Neurology Part 1Neurology Part 1
Neurology Part 1pinoy nurze
 
Anisotropic Diffusion for Medical Image Enhancement
Anisotropic Diffusion for Medical Image EnhancementAnisotropic Diffusion for Medical Image Enhancement
Anisotropic Diffusion for Medical Image EnhancementCSCJournals
 
Perfusión en TC
Perfusión en TCPerfusión en TC
Perfusión en TCGaro TM
 
Diffusion MRI, Tractography,and Connectivity: what machine learning can do?
Diffusion MRI, Tractography,and Connectivity: what machine learning can do?Diffusion MRI, Tractography,and Connectivity: what machine learning can do?
Diffusion MRI, Tractography,and Connectivity: what machine learning can do?Ting-Shuo Yo
 
Approach to CNS tumors Dr. Muhammad Bin Zulfiqar
Approach to CNS tumors Dr. Muhammad Bin ZulfiqarApproach to CNS tumors Dr. Muhammad Bin Zulfiqar
Approach to CNS tumors Dr. Muhammad Bin ZulfiqarDr. Muhammad Bin Zulfiqar
 
Brain Networks
Brain NetworksBrain Networks
Brain NetworksJimmy Lu
 
ECCLU 2011 - M. Bolla - Prostate cancer: Locally advanced disease and patient...
ECCLU 2011 - M. Bolla - Prostate cancer: Locally advanced disease and patient...ECCLU 2011 - M. Bolla - Prostate cancer: Locally advanced disease and patient...
ECCLU 2011 - M. Bolla - Prostate cancer: Locally advanced disease and patient...European School of Oncology
 
DWI/ ADC -MRI principles in veterinary medicine
DWI/ ADC -MRI  principles in veterinary medicineDWI/ ADC -MRI  principles in veterinary medicine
DWI/ ADC -MRI principles in veterinary medicineRobert Cruz
 
Advances in neuroimaging
Advances in neuroimagingAdvances in neuroimaging
Advances in neuroimagingfahad shafi
 

Destacado (20)

Week 5. Basics and clinical uses of MR spectroscopy.
Week 5. Basics and clinical uses of MR spectroscopy.Week 5. Basics and clinical uses of MR spectroscopy.
Week 5. Basics and clinical uses of MR spectroscopy.
 
Presentation1.pptx, perfusiona and specroscopy imaging in brain tumour.
Presentation1.pptx, perfusiona and specroscopy imaging in brain tumour.Presentation1.pptx, perfusiona and specroscopy imaging in brain tumour.
Presentation1.pptx, perfusiona and specroscopy imaging in brain tumour.
 
Perfusion and dynamic contrast enhanced mri
Perfusion and dynamic contrast enhanced mriPerfusion and dynamic contrast enhanced mri
Perfusion and dynamic contrast enhanced mri
 
Proton magnetic resonance spectroscopy
Proton magnetic resonance spectroscopyProton magnetic resonance spectroscopy
Proton magnetic resonance spectroscopy
 
Git signs
Git signsGit signs
Git signs
 
MR spectroscopy
MR spectroscopyMR spectroscopy
MR spectroscopy
 
MRI imaging of brain tumors. A practical approach.
MRI imaging of brain tumors. A practical approach. MRI imaging of brain tumors. A practical approach.
MRI imaging of brain tumors. A practical approach.
 
Imaging in pediatric brain tumors
Imaging in pediatric brain tumorsImaging in pediatric brain tumors
Imaging in pediatric brain tumors
 
135 contrast enhanced mri of vulnerable plaque
135 contrast enhanced mri of vulnerable plaque135 contrast enhanced mri of vulnerable plaque
135 contrast enhanced mri of vulnerable plaque
 
Diffusion Weighted MRI (2011-09-29 이정원)
Diffusion Weighted MRI (2011-09-29 이정원)Diffusion Weighted MRI (2011-09-29 이정원)
Diffusion Weighted MRI (2011-09-29 이정원)
 
Neurology Part 1
Neurology Part 1Neurology Part 1
Neurology Part 1
 
Anisotropic Diffusion for Medical Image Enhancement
Anisotropic Diffusion for Medical Image EnhancementAnisotropic Diffusion for Medical Image Enhancement
Anisotropic Diffusion for Medical Image Enhancement
 
Perfusión en TC
Perfusión en TCPerfusión en TC
Perfusión en TC
 
Diffusion MRI, Tractography,and Connectivity: what machine learning can do?
Diffusion MRI, Tractography,and Connectivity: what machine learning can do?Diffusion MRI, Tractography,and Connectivity: what machine learning can do?
Diffusion MRI, Tractography,and Connectivity: what machine learning can do?
 
Approach to CNS tumors Dr. Muhammad Bin Zulfiqar
Approach to CNS tumors Dr. Muhammad Bin ZulfiqarApproach to CNS tumors Dr. Muhammad Bin Zulfiqar
Approach to CNS tumors Dr. Muhammad Bin Zulfiqar
 
Brain Networks
Brain NetworksBrain Networks
Brain Networks
 
ECCLU 2011 - M. Bolla - Prostate cancer: Locally advanced disease and patient...
ECCLU 2011 - M. Bolla - Prostate cancer: Locally advanced disease and patient...ECCLU 2011 - M. Bolla - Prostate cancer: Locally advanced disease and patient...
ECCLU 2011 - M. Bolla - Prostate cancer: Locally advanced disease and patient...
 
DWI/ ADC -MRI principles in veterinary medicine
DWI/ ADC -MRI  principles in veterinary medicineDWI/ ADC -MRI  principles in veterinary medicine
DWI/ ADC -MRI principles in veterinary medicine
 
MR Spectroscopy
MR SpectroscopyMR Spectroscopy
MR Spectroscopy
 
Advances in neuroimaging
Advances in neuroimagingAdvances in neuroimaging
Advances in neuroimaging
 

Similar a PixelSpoke Lunch and Learn: Direct Response Fundamentals with Joe McVoy

Digital Marketing Tips For Time-Strapped Startups
Digital Marketing Tips For Time-Strapped StartupsDigital Marketing Tips For Time-Strapped Startups
Digital Marketing Tips For Time-Strapped StartupsMark Colgan
 
The latest Referral Marketing Strategy Guide You'll Ever Need
The latest Referral Marketing Strategy Guide You'll Ever Need The latest Referral Marketing Strategy Guide You'll Ever Need
The latest Referral Marketing Strategy Guide You'll Ever Need invitereferral
 
How To Grow A Small Business
How To Grow A Small BusinessHow To Grow A Small Business
How To Grow A Small BusinessJohn Oyakhilome
 
EIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De ClerckEIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De ClerckEuropean Innovation Academy
 
How To Modernize Your Sales Approach To Drive Business Growth in Cyber Security
How To Modernize Your Sales Approach To Drive Business Growth in Cyber SecurityHow To Modernize Your Sales Approach To Drive Business Growth in Cyber Security
How To Modernize Your Sales Approach To Drive Business Growth in Cyber SecurityJane Frankland
 
30 things 6/7 - MARKETING /SELLING - 30 things that I learned from my start...
30 things   6/7 - MARKETING /SELLING - 30 things that I learned from my start...30 things   6/7 - MARKETING /SELLING - 30 things that I learned from my start...
30 things 6/7 - MARKETING /SELLING - 30 things that I learned from my start...Suhas Dutta
 
"Finding your Sweet Spot: The importance of Lead Qualification"­ by T. Heinkens
"Finding your Sweet Spot: The importance of Lead Qualification"­ by T. Heinkens"Finding your Sweet Spot: The importance of Lead Qualification"­ by T. Heinkens
"Finding your Sweet Spot: The importance of Lead Qualification"­ by T. HeinkensTheFamily
 
How To Get Clients & Sell Without Selling (Social Selling)
How To Get Clients & Sell Without Selling (Social Selling)How To Get Clients & Sell Without Selling (Social Selling)
How To Get Clients & Sell Without Selling (Social Selling)Jane Frankland
 
Ss direct selling
Ss direct sellingSs direct selling
Ss direct sellingCMPCERT
 
Social Selling for Recruiters & Sourcing on Facebook
Social Selling for Recruiters & Sourcing on FacebookSocial Selling for Recruiters & Sourcing on Facebook
Social Selling for Recruiters & Sourcing on FacebookJohnny Campbell
 
How to effectively close a sale [autosaved]
How to effectively close a sale [autosaved]How to effectively close a sale [autosaved]
How to effectively close a sale [autosaved]UGBAJI EMMANUEL UGBEDE.
 
From Publisher to Advertiser: Psychology and Conversion
From Publisher to Advertiser: Psychology and ConversionFrom Publisher to Advertiser: Psychology and Conversion
From Publisher to Advertiser: Psychology and ConversionAffiliate Summit
 
Grow your business through smart, simple marketing
Grow your business through smart, simple marketingGrow your business through smart, simple marketing
Grow your business through smart, simple marketingWendy Lieber
 
How B2B marketing works
How B2B marketing worksHow B2B marketing works
How B2B marketing worksBenjamin Rees
 

Similar a PixelSpoke Lunch and Learn: Direct Response Fundamentals with Joe McVoy (20)

Qestioning Tech's
Qestioning Tech'sQestioning Tech's
Qestioning Tech's
 
Digital Marketing Tips For Time-Strapped Startups
Digital Marketing Tips For Time-Strapped StartupsDigital Marketing Tips For Time-Strapped Startups
Digital Marketing Tips For Time-Strapped Startups
 
The latest Referral Marketing Strategy Guide You'll Ever Need
The latest Referral Marketing Strategy Guide You'll Ever Need The latest Referral Marketing Strategy Guide You'll Ever Need
The latest Referral Marketing Strategy Guide You'll Ever Need
 
Sales
SalesSales
Sales
 
How To Grow A Small Business
How To Grow A Small BusinessHow To Grow A Small Business
How To Grow A Small Business
 
EIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De ClerckEIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De Clerck
 
Global Lean Sales
Global Lean SalesGlobal Lean Sales
Global Lean Sales
 
How To Modernize Your Sales Approach To Drive Business Growth in Cyber Security
How To Modernize Your Sales Approach To Drive Business Growth in Cyber SecurityHow To Modernize Your Sales Approach To Drive Business Growth in Cyber Security
How To Modernize Your Sales Approach To Drive Business Growth in Cyber Security
 
30 things 6/7 - MARKETING /SELLING - 30 things that I learned from my start...
30 things   6/7 - MARKETING /SELLING - 30 things that I learned from my start...30 things   6/7 - MARKETING /SELLING - 30 things that I learned from my start...
30 things 6/7 - MARKETING /SELLING - 30 things that I learned from my start...
 
"Finding your Sweet Spot: The importance of Lead Qualification"­ by T. Heinkens
"Finding your Sweet Spot: The importance of Lead Qualification"­ by T. Heinkens"Finding your Sweet Spot: The importance of Lead Qualification"­ by T. Heinkens
"Finding your Sweet Spot: The importance of Lead Qualification"­ by T. Heinkens
 
Seven Qualities of Top Sales People
Seven Qualities of Top Sales PeopleSeven Qualities of Top Sales People
Seven Qualities of Top Sales People
 
How To Get Clients & Sell Without Selling (Social Selling)
How To Get Clients & Sell Without Selling (Social Selling)How To Get Clients & Sell Without Selling (Social Selling)
How To Get Clients & Sell Without Selling (Social Selling)
 
Ss direct selling
Ss direct sellingSs direct selling
Ss direct selling
 
Social Selling for Recruiters & Sourcing on Facebook
Social Selling for Recruiters & Sourcing on FacebookSocial Selling for Recruiters & Sourcing on Facebook
Social Selling for Recruiters & Sourcing on Facebook
 
How to effectively close a sale [autosaved]
How to effectively close a sale [autosaved]How to effectively close a sale [autosaved]
How to effectively close a sale [autosaved]
 
From Publisher to Advertiser: Psychology and Conversion
From Publisher to Advertiser: Psychology and ConversionFrom Publisher to Advertiser: Psychology and Conversion
From Publisher to Advertiser: Psychology and Conversion
 
Practitioner-eBook-May-2015
Practitioner-eBook-May-2015Practitioner-eBook-May-2015
Practitioner-eBook-May-2015
 
Rri bm webinar slides v2
Rri bm webinar slides   v2Rri bm webinar slides   v2
Rri bm webinar slides v2
 
Grow your business through smart, simple marketing
Grow your business through smart, simple marketingGrow your business through smart, simple marketing
Grow your business through smart, simple marketing
 
How B2B marketing works
How B2B marketing worksHow B2B marketing works
How B2B marketing works
 

Más de PixelSpoke

The Financial Life Cycle of the Orthodontist - Utah Association of Orthodontists
The Financial Life Cycle of the Orthodontist - Utah Association of OrthodontistsThe Financial Life Cycle of the Orthodontist - Utah Association of Orthodontists
The Financial Life Cycle of the Orthodontist - Utah Association of OrthodontistsPixelSpoke
 
Managing Personal, Practice, and Investment Debt
Managing Personal, Practice, and Investment DebtManaging Personal, Practice, and Investment Debt
Managing Personal, Practice, and Investment DebtPixelSpoke
 
Dental Financial Life-Cycle
Dental Financial Life-CycleDental Financial Life-Cycle
Dental Financial Life-CyclePixelSpoke
 
State of the Business Owner 2013 key findings webinar (SOBO)
State of the Business Owner 2013 key findings webinar (SOBO)State of the Business Owner 2013 key findings webinar (SOBO)
State of the Business Owner 2013 key findings webinar (SOBO)PixelSpoke
 
Willamette messaging seminar
Willamette messaging seminarWillamette messaging seminar
Willamette messaging seminarPixelSpoke
 
State of the Business Owner People Webinar
State of the Business Owner People WebinarState of the Business Owner People Webinar
State of the Business Owner People WebinarPixelSpoke
 
State of the Business Owner Accelerators Webinar, July 12
State of the Business Owner Accelerators Webinar, July 12State of the Business Owner Accelerators Webinar, July 12
State of the Business Owner Accelerators Webinar, July 12PixelSpoke
 
State of the Business Owner Fundamentals Webinar
State of the Business Owner Fundamentals WebinarState of the Business Owner Fundamentals Webinar
State of the Business Owner Fundamentals WebinarPixelSpoke
 
State of the Business Owner Key Findings Webinar
State of the Business Owner Key Findings WebinarState of the Business Owner Key Findings Webinar
State of the Business Owner Key Findings WebinarPixelSpoke
 
PixelSpoke Lunch + Learn: Color Theory
PixelSpoke Lunch + Learn: Color TheoryPixelSpoke Lunch + Learn: Color Theory
PixelSpoke Lunch + Learn: Color TheoryPixelSpoke
 
PixelSpoke Lunch + Learn: Presentation Zen
PixelSpoke Lunch + Learn: Presentation ZenPixelSpoke Lunch + Learn: Presentation Zen
PixelSpoke Lunch + Learn: Presentation ZenPixelSpoke
 
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and BusinessPixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and BusinessPixelSpoke
 
PixelSpoke Lunch + Learn: Creating and Testing Marketing Messages
PixelSpoke Lunch + Learn: Creating and Testing Marketing MessagesPixelSpoke Lunch + Learn: Creating and Testing Marketing Messages
PixelSpoke Lunch + Learn: Creating and Testing Marketing MessagesPixelSpoke
 
Synotac Lunch and Learn: Using the Business Model Canvas
Synotac Lunch and Learn: Using the Business Model CanvasSynotac Lunch and Learn: Using the Business Model Canvas
Synotac Lunch and Learn: Using the Business Model CanvasPixelSpoke
 
Synotac Lunch and Learn: Problem Solving
Synotac Lunch and Learn: Problem SolvingSynotac Lunch and Learn: Problem Solving
Synotac Lunch and Learn: Problem SolvingPixelSpoke
 
PixelSpoke Lunch and Learn: Company Naming Strategies
PixelSpoke Lunch and Learn: Company Naming StrategiesPixelSpoke Lunch and Learn: Company Naming Strategies
PixelSpoke Lunch and Learn: Company Naming StrategiesPixelSpoke
 
Synotac Lunch and Learn: Social Media
Synotac Lunch and Learn: Social MediaSynotac Lunch and Learn: Social Media
Synotac Lunch and Learn: Social MediaPixelSpoke
 

Más de PixelSpoke (17)

The Financial Life Cycle of the Orthodontist - Utah Association of Orthodontists
The Financial Life Cycle of the Orthodontist - Utah Association of OrthodontistsThe Financial Life Cycle of the Orthodontist - Utah Association of Orthodontists
The Financial Life Cycle of the Orthodontist - Utah Association of Orthodontists
 
Managing Personal, Practice, and Investment Debt
Managing Personal, Practice, and Investment DebtManaging Personal, Practice, and Investment Debt
Managing Personal, Practice, and Investment Debt
 
Dental Financial Life-Cycle
Dental Financial Life-CycleDental Financial Life-Cycle
Dental Financial Life-Cycle
 
State of the Business Owner 2013 key findings webinar (SOBO)
State of the Business Owner 2013 key findings webinar (SOBO)State of the Business Owner 2013 key findings webinar (SOBO)
State of the Business Owner 2013 key findings webinar (SOBO)
 
Willamette messaging seminar
Willamette messaging seminarWillamette messaging seminar
Willamette messaging seminar
 
State of the Business Owner People Webinar
State of the Business Owner People WebinarState of the Business Owner People Webinar
State of the Business Owner People Webinar
 
State of the Business Owner Accelerators Webinar, July 12
State of the Business Owner Accelerators Webinar, July 12State of the Business Owner Accelerators Webinar, July 12
State of the Business Owner Accelerators Webinar, July 12
 
State of the Business Owner Fundamentals Webinar
State of the Business Owner Fundamentals WebinarState of the Business Owner Fundamentals Webinar
State of the Business Owner Fundamentals Webinar
 
State of the Business Owner Key Findings Webinar
State of the Business Owner Key Findings WebinarState of the Business Owner Key Findings Webinar
State of the Business Owner Key Findings Webinar
 
PixelSpoke Lunch + Learn: Color Theory
PixelSpoke Lunch + Learn: Color TheoryPixelSpoke Lunch + Learn: Color Theory
PixelSpoke Lunch + Learn: Color Theory
 
PixelSpoke Lunch + Learn: Presentation Zen
PixelSpoke Lunch + Learn: Presentation ZenPixelSpoke Lunch + Learn: Presentation Zen
PixelSpoke Lunch + Learn: Presentation Zen
 
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and BusinessPixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
PixelSpoke Lunch + Learn: Growing Your Personal Brand and Business
 
PixelSpoke Lunch + Learn: Creating and Testing Marketing Messages
PixelSpoke Lunch + Learn: Creating and Testing Marketing MessagesPixelSpoke Lunch + Learn: Creating and Testing Marketing Messages
PixelSpoke Lunch + Learn: Creating and Testing Marketing Messages
 
Synotac Lunch and Learn: Using the Business Model Canvas
Synotac Lunch and Learn: Using the Business Model CanvasSynotac Lunch and Learn: Using the Business Model Canvas
Synotac Lunch and Learn: Using the Business Model Canvas
 
Synotac Lunch and Learn: Problem Solving
Synotac Lunch and Learn: Problem SolvingSynotac Lunch and Learn: Problem Solving
Synotac Lunch and Learn: Problem Solving
 
PixelSpoke Lunch and Learn: Company Naming Strategies
PixelSpoke Lunch and Learn: Company Naming StrategiesPixelSpoke Lunch and Learn: Company Naming Strategies
PixelSpoke Lunch and Learn: Company Naming Strategies
 
Synotac Lunch and Learn: Social Media
Synotac Lunch and Learn: Social MediaSynotac Lunch and Learn: Social Media
Synotac Lunch and Learn: Social Media
 

Último

Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 

Último (20)

Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 

PixelSpoke Lunch and Learn: Direct Response Fundamentals with Joe McVoy

  • 1. Direct  Response   Fundamentals Joe  McVoy Profitable  Marke1ng  Systems
  • 2. What  Qualifies  As   Direct  Response? Any  marke1ng  that  asks  for  a  specific,   measurable  response  vs  unmeasurable   brand  or  “image”  adver1sing
  • 3. Where  Does  The  Money  Go? 54%  of  all  adver1sing  $  spent  on  direct  response  &  digital  
  • 4. What  Works  Best  To  Get  New  Customers?
  • 5. Two  Sides  To  Every  Business Inside  Reality • Quality  of  your  product  or  service • Your  people/staff  -­‐  Customer  service • Your  systems,  performance • Those  things  that  make  you  valuable  to  the   marketplace
  • 6. Two  Sides  To  Every  Business Outside  Percep3on • How  the  marketplace  perceives  your  “Inside   Reality” • Based  upon  your  communicaGons  with  the   marketplace. • Your  sales,  markeGng  and  adverGsing   messages  all  build  the  “Outside  PercepGon” • Rarely  do  they  match  -­‐  most  businesses  do  a   very  poor  job  of  communica3ng  their  inside   reality
  • 7. The  Basics 1. Have  something  GOOD  to  say  -­‐  The  “Inside   Reality” 2. Say  it  WELL  (Strategic  MarkeGng)  -­‐  The   ability  to  explain  and  get  prospects  to   believe  it  The  “Outside  PercepGon” 3. Say  it  OFTEN  (TacGcal  MarkeGng)  -­‐   RepeGGon  The  “Outside  PercepGon”
  • 8. All  MarkeEng  Starts  By   Knowing  Your  Customer • who,  specifically,  is  your  target  market  and   how  can  you  reach  them? • what  are  their  hot  buVons? • why  should  they  buy  your  product  instead   of  a  compeGtor’s? • why  should  they  believe  anything  you  say?
  • 9. Defined  vs  Undefined   Target  Markets • For  a  defined  target  market,  DR  is  best  way   to  reach  them  -­‐  examples • For  an  undefined  target  market,  you  need   broad  based  markeGng  to  cause  your   prospects  to  idenGfy  themselves  -­‐   examples • Lists  -­‐  complied,  response,  SRDS,   Nextmark,  InfoUSA
  • 10. Strategy  Before  TacEcs Marke3ng  Strategy • what  you  say • how  you  say  it • who  you  say  it  to Marke3ng  Tac3cs • when  you  say  it • how  o]en • through  what  media
  • 11. Some  Basic  TacEcs • test  and  track  everything • set  up  markeEng  funnels  -­‐  set  up  ways  for   people  to  interact  at  no  risk  and  gradually   increase  their  involvement  and  purchase  size • build  a  relaEonship  and  trust  before  you  ask   for  money • set  up  automated  follow  up  systems  using   mulEple  media  -­‐  combine  online  with  offline
  • 12. How  Your  Brain  Works 3  Major  Concepts • Alpha  mode • Beta  Mode • ReGcular  AcGvator
  • 13. Alpha  Mode • Have  you  ever  driven  to  work  and  when  you  got   there  you  realized  you  hadn't  seen  a  thing  along  the   way? • Have  you  called  a  friend  on  the  phone  only  to  have  a   different  friend  answer  the  call? • Have  you  ever  heard  the  saying  “I  could  do  it  in  my   sleep?” • Guess  what?  You  do  almost  everything  in  “Alpha-­‐ sleep”
  • 14. Alpha  Mode  In  MarkeEng • State  of  apathy  toward  any  markeGng  or   adverGsing • Makes  consumer  literally  oblivious  to   nearly  all  adverGsing  messages • Ads  are  not  even  noGced  in  the  first  place;   gives  adverGser  no  chance  to  sell • Your  job  is  to  break  consumer  out  of  this   state;  to  get  them  to  “snap”  awake.
  • 15. Beta  Mode • State  of  acGve  mental  engagement • Person  is  consciously  aware  of  what  he/ she  is  doing • Person  in  interested  and  eager • State  of  acGve  problem  solving  and   learning
  • 16. Beta  Mode  In  MarkeEng • Person  consciously  noGces  adverGsements • Person  acGvely  seeks  out  informaGon  on   products  or  services • Person  is  open  to  ideas  and  suggesGons   about  how  to  solve  a  problem • Person  will  read  or  absorb  as  much   informaGon  as  necessary  to  make  the  best  
  • 17. ReEcular  AcEvator • The  part  of  your  brain  that  makes  you   noGce  things  that  are  familiar,  unusual  or   dangerous • You  have  no  control  of  this  whatsoever • Survival  mechanism
  • 18. Your  MarkeEng  Needs  To: • Interrupt:  GeVng  qualified  prospects  to  pay   aXenEon  (done  with  headlines) • Engage:  GeVng  those  who  do  pay  aXenEon  to   remain  interested  (sub-­‐headlines) • Educate:  Giving  enough  informaEon  to  make  the   prospect  feel  like  he/she  can  make  the  best  decision   (body  copy  /  text  /  evidence) • Offer:  GeVng  the  prospect  to  take  an  acEon  based   on  informaEon  given  (risk  lowering  offer) (classified  ad  to  30  page  sales  leJer)
  • 19. How  To  “Interrupt” • Use  headlines  based  on  HOT  BUTTONS  to  interrupt   the  prospect  -­‐  their  RA  forces  them  to  noEce • Can  also  be  used  in  conjuncEon  with  pictures/ sounds  (see  on  TV  with  animals  or  kids) • Hot  BuXon-­‐based  scenarios  are  received  into  the   reEcular  acEvator  and  the  proper  emoEonal   response  is  triggered • Then  the  prospect  immediately  searches  for   addiEonal  clarifying  informaEon  and  is  ready  to  be   ENGAGED
  • 20. How  To  “Engage” • What  would  a  prospect  need  to  see  or  hear   in  order  to  feel  like  they  have  enough   informaGon  to  make  a  decision?   • The  sub-­‐headline  needs  to  make  the   promise  that  it’s  worth  their  Gme  to  keep   reading/listening
  • 21. How  To  “Educate” • Once  the  prospect  has  been  interrupted  and   engaged,  you  need  to  give  him/her  enough   informaEon  to  make  an  intelligent  decision • Your  job  is  to  educate  the  prospect  to  the  point   where  he/she  “becomes  the  expert”  and  feels  like   they  are  in  CONTROL • This  is  done  by  Building  your  Case  and  providing   Evidence • CopywriEng  is  the  difference  between  good  and   great  results
  • 22. How  To  Create  An  “Offer” • Every  markeEng  piece  should  contain  a  risk-­‐ lowering  offer  to  encourage  the  prospect  to  take   the  next  step  in  the  sales  process  -­‐  best  if  can   capture  future  buyers  in  addiEon  to  NOW  buyers • Offer  should  be  obvious,  easy  to  understand,  and   easy  to  see  (coupon  works  well) • Offer  can  be  for…  more  info  via  markeEng  tools   (gives  prospect  control),  bonuses  or  premiums   when  ordering,  special  offers  for  first  Eme  users • Avoid  the  “talk  to  a  sales  person”  offer
  • 23. The  Right  Offer,  Made  At   The  Right  Time,  To  The   Right  Person,  Trumps  All Gary  Halbert’s  poli1cally  incorrect  example.  .  .