Jerry Bellune September 3, 2013

How valuable is your brand?
Sergio Zyman had problems with Coca Cola.
He wanted to do direct response advertising.
He knew it would give Coke an edge against Pepsi.
But his marketing VP wanted branding ads.
He couldn’t convince him otherwise.

Are you familiar with the two concepts?
Direct response is different from branding.
Branding is what you see on TV and billboards.
Coke, Pepsi, Ford, GM all use it.
It’s not a bad concept. Just limiting.

Branding features sexy ladies and lots of humor.
Its creators are clever, cute or funny.
It’s designed to help you recall brand names.
But it fails to do the first job of advertising.
That job is . . . to make sales. Nothing else.
If it doesn’t sell, you’re wasting your money.

Direct response is what you see in direct mail.
You see it in newspapers, hear it on radio.
It speaks to ideal buyers for the product or service.
It identifies pain or pleasure in its headlines.
It offers solutions to your problems.
It offers answers to your dreams.

Direct response makes irresistible offers.
It describes benefits . . . not just features.
It calls for action to get you off the couch.
It sets deadlines for you to take advantage of its offers.
It has one purpose and one only . . . to make sales.
To motivate you to buy. To ring the cash register.

For the next few weeks I’ll show you how to do this.
It will make a difference in your sales and revenue.
It will improve your bottom line.
It will finance your kids’ college educations.
Buy that second home or the boat of your dreams.

We can teach you even more Friday, Sept. 27.
It’s our advertising, marketing and publicity funshop.
You’ll discover easy tools to make a big difference.
Just email me at [email protected]
You’ll get all the details. But space is limited.
Email me today while seats are still available.

Next: How to make your brand memorable.

Jerry Bellune helps business owners and entrepreneurs to attract their idealclients with book, digital, print and niche marketing. For acomplimentary copy of “9 Deadly Advertising Mistakes & How to AvoidThem,” contact him at [email protected]