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Hey what's going on. This is Karen Catangay from workwithkaren.net. And today, I'm just
gonna do a short video to share my insights on the book that I'm reading right now which
is "Outrageous Advertising, That's Outrageously Successful". And this is written by Bill Glazer
who is an expert in direct response marketing. What I'm gonna be sharing with you are my
insights or insights that I've picked up from the book on direct response marketing.
The first one would be - Branding is too expensive for 99% of all businesses. Okay, what he's
saying here is that 99% of most small businesses are actually not getting the results that
they want when they're doing their advertising. And it's because they're trying to focus too
much on branding. He's saying that if you are not Coca Cola, if you are not Pepsi or
McDonalds who have unlimited resources when it comes to their advertising or their marketing,
you know, you shouldn't be focusing on branding because that's gonna be making you broke easily.
Instead, what he is recommending is direct response advertising. This is the kind of
advertising that when you pay for an ad on Monday, it generates enough cash for you to
be able to cover the check on Thursday. So that's how immediate the response is when
you do direct response advertising. Direct response advertising is basically that kind
of advertising that asks customers to make a response and it also allows you to be able
to track those responses. An example would be when you put out a page that you're making
an offer and you're asking for people to put in their email. Then, that's a kind of direct
response advertising because you are able to track the people who have actually taken
action after reading your ad. Brand building is the kind of advertising that gets your
name out there, about your business, about your product or your service but you don't
have any idea on how it is paying for itself. So an example would be a TV advertising or
billboard. In a way, when you watch TV or when you put out a TV advertising, you don't
have an idea how many people would actually watch that commercial and be able to go to
your store or buy your service or buy your whatever product that you're offering. So
instead, the kind of outrageous advertising that he is advocating is that kind where it's
more than just getting your name out there but it also has a message, it has an offer
and it has a deadline. Because what you're trying to do is to get people to take action
immediately. So the three elements of a direct response advertising has an offer, it has
a deadline and it allows you to track the response. Okay, so keep that in mind and then,
that leads me to point number 2.
Direct Response often leads to Branding. So that's the good news about it, is that people
start to know who you are, while they're being urged to take direct action. And it's gonna
be much cheaper this way than if you do with the other way where you're focusing on brand
building and spending all these money but not getting sales in the process. Whereas
when you do it the other way around, you're getting results right away and at the same
time, you are brand building in a way.
Third point I wanna share is that there are 3 possible responses to every ad. And that
would be "Yes", "No", or "Maybe Later". And what he's saying here is that we need to be
paying attention to the "Maybe Later" customers because that's gonna make our profits soar.
Oftentimes, a lot of the marketers are really focusing on just, the "Yes" or those who are
ready to take action the first time that they see an ad. Unfortunately, there's only a small
percentage of people who are deciding at the first exposure to an ad. It's only like 1
to 2% on the average. And that is the reason why follow up communication is really important.
And, he's also saying here that, we need to be diversifying the medium of communication
that we going to use to make our convergence more likely to happen. So for example, the
first time can be a video, selling and telling about your business, but the followup communication
can be, the second one can be an email message. The third one can be an audio message. The
fourth one can be a direct mail or a postcard and so on and so forth.
Okay, so I hope that has been helpful and I hope you can use this in your business right
away. I'll be leaving a link for this book at the bottom of this video if you wanna purchase
this Outrageous Advertising book in Amazon and I highly recommend that, and at the same
time, I encourage you to please subscribe to my channel if you wanna hear more of these
sharing of insights from the book that I'll be reading later on. Okay? So thank you so
much for watching this video and I look forward to seeing you on my next video. Bye.