Marketing Direct Fundamentals
Determine the effectiveness of your advertising cheaply, quickly, and finally by following tested fundamentals of old-school direct marketing.
A direct marketing test proves that one ad can sell 15 1/2 times more than another…that with small differences in copy or headline one ad can pull FIVE times more orders than its competitor.
But it wasn’t always so!
In the early days of advertising there was almost no direct marketing test.
Then came the depression….when cost-conscious advertisers DEMANDED to know the factors behind the success or failure of advertisements.
This is when meaningful, direct marketing test really began. This is when WISE advertisers learned how to test and measure the efficiency of their selling efforts.
They learned what kinds of headlines attract the most readers
…why copy under pictures gets higher reading
…which kinds of pictures get attention
…how split-copy advertising works
…which sales lead generation appeals succeed…which fail.
They learned that almost any question about the effectiveness of their advertising and sales lead generation campaigns could be answered cheaply, quickly, and finally by a direct marketing test.
And that’s the only way to answer them — not by arguments among corporate decision makers.
Hey, It’s YOUR Money!
“Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.” …David Ogilvy, OGILVY ON ADVERTISING
- “I do not regard advertising as entertainment or an art form, but as a medium of information.” David Ogilvy
- “Remember that the people you address are selfish, as we all are. They care nothing about your interest or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say in effect, “Buy my brand. Give me the trade you give to others. Let me have the money.” That is not a popular appeal.” .…Claude Hopkins, SCIENTIFIC ADVERTISING