留言:Hi Diaonv,
Most business owners pour money into marketing that doesn鈥檛 work. They run ads, post on social media, and hope for the best鈥攐nly to be disappointed by the results.
The problem? They鈥檙e relying on vague branding tactics instead of proven strategies.
Dan Kennedy calls this the 鈥淎DHD approach to marketing鈥濃攋umping from one shiny tactic to another without a clear, measurable plan.
But there鈥檚 a better way: Direct-Response Marketing.
This approach focuses on generating real, measurable results, like leads, sales, and conversions. Here鈥檚 how you can start applying it today:
Step 1: Speak Directly to Your Audience
One of Dan鈥檚 key teachings is this: 鈥淚f you鈥檙e speaking to everyone, you鈥檙e speaking to no one.鈥?Direct-response marketing works because it鈥檚 personal.
For example:
A company selling weight loss supplements doesn鈥檛 just target 鈥渆veryone who wants to lose weight.鈥?Instead, they target busy moms who want to shed pounds quickly after having kids.
A financial advisor doesn鈥檛 market to 鈥渆veryone interested in saving money.鈥?They craft campaigns for high-income professionals nearing retirement.
Your Action Step: Write down your audience鈥檚 specific demographics, challenges, and goals.
Step 2: Use an Irresistible Call-to-Action
Every piece of marketing must tell the audience what to do next. Whether it鈥檚 鈥淒ownload this guide,鈥?鈥淪ign up for a webinar,鈥?or 鈥淐all now,鈥?your call-to-action (CTA) should be clear and compelling.
Example 1:
A dental clinic offered a free teeth-whitening session for new patients. The clear CTA鈥斺淐all to schedule your free session today!鈥濃攔esulted in a 200% increase in appointments.
Example 2:
A SaaS company ran ads with the CTA: 鈥淕et a 30-day free trial today.鈥?The campaign boosted signups by 35%.
Step 3: Track and Test Everything
One of Dan鈥檚 most famous quotes is: 鈥淵ou can鈥檛 improve what you don鈥檛 measure.鈥?Direct-response marketing relies on tracking every aspect of your campaign.
What鈥檚 your click-through rate?
How many leads did you generate?
What鈥檚 your cost per acquisition?
Example:
A real estate agent ran Facebook ads targeting first-time homebuyers. By testing different headlines and images, they reduced their cost per lead by 50%.
Tomorrow, we鈥檒l dive into the art of crafting offers your customers can鈥檛 refuse.
To your success,
Kevin
Who is Dan Kennedy?
https://books.forbes.com/authors/dan-kennedy/
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