As A Dry Cleaner, You MUST Learn Direct Response Marketing!

Tue, Jul 13, 2010

Advertising, Dry Cleaning Marketing

What is direct response marketing?  It’s not an ad without a way to contact you.  Those ads are called institutional ads and they are for large companies like Coca Cola and American Express.  You want your ad to move someone to call a phone number, fill out a form on your website or mail something in for more information.  You want to create an ad that will move your prospect to action. And that action will create a new customer for you.  All other kinds of advertising is useless.

Your direct response ad should contain the following:

  • A headline
  • Creates interest for your product or service
  • Creates desire in the prospect
  • Has a specific offer
  • Has a date to act by or a deadline

Most ads in the magazines, newspapers and TV are institutional advertising.  With institutional advertising, there is no specific offer and no way to track your results.  You want to be able to track your results and where your sales are coming from. Don’t waste the money and the resources to do otherwise.

Why do advertising agencies like institutional advertising?  Because the results can’t be tracked.  If advertising agencies had to be held accountable for bringing in X number of leads, they would go out of business.  They tell you just getting your name out there is enough—it’s not enough!  You need customers walking through the door everyday or you’re going out of business.

Here is a simple way to track your ads: With you can track all your ads with a separate local or 800#.  You can even—get this—record the call to see how you or your sales person does on the phone call.  You can get a local number for just $5 a month and a few cents a minute and an 800# is only $2/month. I’ll talk more about tracking your advertising later on.

The only reason you should advertise is to get more dry cleaning customers.  You should only advertise if it’s going to bring in money–PERIOD!  Don’t get caught up in the “image” thing.  The only thing your image will do for you is to help you go broke.  You can’t cash in your image at the bank.  If done correctly, you can get lots of delivery customers with your direct response marketing.

Here are some rules when using direct response marketing:

Rule #1 – Never do anything that you can’t directly track results.

Rule #2 – Never run an ad a second time that didn’t work the first time.

Rule #3 – Never fall in love with your ad.

This last rule is a common mistake for people first starting out with direct marketing–they fall in love with their advertising.  In my consulting business, I was called in to a real estate office to see if I could get them more listings.  The new owner of the agency had these gorgeous ads made up.  They were pretty.  I asked him how they were doing.  He told me that he ran them a few times and they got no calls.  I told him why and he didn’t listen to me.  He kept running those same beautiful ads.  Six months later I ran into him and asked how things were going.  He closed his agency and went to work for another one.

Become a student of direct marketing.  Learn everything you can about it.  The more you learn about marketing, the more money you will make.  An ad is only as good as its results—PERIOD!

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