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Direct Response Copywriting Gets the Business
In the world of Direct Response Copy Writing, there is a well known rule of thumb. The rule states
that you cannot educate small business owners...they just don't get it. While I agree that it is very hard
to get small business owners to sit up and pay attention-I believe it is possible to educate them-once
they understand their profits can double or triple. Many small business owners like dentists,
chiropractors and acupuncturists-see themselves as doctors only. They are not in the mindset of being a
business owner and therefore do not concentrate on their marketing efforts. In order for any small
business to grow and prosper, there are a number of factors to take in.All marketing efforts need to be
tracked. A tracking sheet is very easy to develop with Excel. The person responsible for receiving
phone calls to the business-records exactly how the caller found the business. Was it phone book
advertising, flyers, word of mouth?
Many business owners utilize phone book advertising but have no idea how many calls they receive or
how many clients are converted from the call. This is a waste of marketing money. Eventually the
business owner will come to the realization that they are getting a small number of calls per month-that
once converted-do not equal the money they are paying the phone company. Let's look at why the ads
are not getting calls. When you pick up a phone book and turn to chiropractors-it's not unusal to see
two or more ads that look the same. One tactic the phone company uses when creating ads for
chiropractors...is to put a graphic of a spine in the ad. That's a waste of space and then when you
consider that two chiropractors on the same page-have graphics of spines in their ads! Well you come
to the conclusion that the two chiropractors are of equal talent when treating patients.
The phone company does not use any direct response tactics when creating an ad. That is why most ads
look the same, kind of like a business card. Very factual-leaving the business owner open to receiving
many calls from what are called, "tire kickers". These people are time wasters, bargain hunters-who are
responding to the nice colors or graphics in the ad. What the business owner really needs-is targeted
traffic that is responding to a keyword or two in the copy of the ad. it may be a headline or bullet
points-that build rapport with the potential client. This brings them to pick up the phone and make an
appointment. Once the business owner gets this targeted traffic into the office or store, it's time to close
them. It's not over yet though. The business owner need to retain the client and keep bringing them
back as happy customers. Happy customers tell friends and co-workers-which in turn adds to the client
base. The use of Direct Response Copy Writing in any business will have a viral effect. It brings the
client in and keeps them coming in year after year- for as long as they need the service
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