3 Expert Techniques for Better Response Rates
Image by Thomas Kelley via Unsplash
Do you want better response rates from your advertising campaigns? Of course you do! And you've come to the right place. Today we're discussing the best approaches fr increasing response rates, whether they be the result of direct mail, email or any other type of campaign.
We're all familiar with the prevalence of ads in our daily lives, it's hardly a new thing. According to the American Marketing Association, the average consumer in 2017 was exposed to as many as 10,000 ads per day. With so much exposure to ads, it's no surprise that consumers often "tune out" many of those they see.
So what's the difference between ads that drive results and ones that get thrown out, deleted or ignored? The following three qualities are essential components of the formula for increasing response rates.
1. Make it All About Your Reader
Consumers are more responsive to offers touting value for them as opposed to ones that boast about the quality of the advertiser. In short, they want to know, “What’s in it for me?” After all, who doesn't like hearing about themselves?
While it's tempting to talk about the value of your brand, it's important to keep your messaging centered around your audience. Use the words "you" and "your" instead of "we" and "our" whenever possible, and you'll get more responses. E.g.:
"Not loving your current meal-kit service? Maybe it's time you get a taste of something new."
That language is far more effective than something like:
"Our meal-kit service is the fastest-growing in the country. We focus on the freshest ingredients and tastiest recipes; it's no question why we are the best around."
Again, when writing your ad copy, make sure to use language like "you" and "your," as opposed to "we" and "our." The emphasis on your audience will have them chomping at the bit.
2. Give the How, What and Why
In order to take action, people need specific information. If you want them to act on your offer, you have to tell them exactly what to do, how to do it and, of course, why it will benefit them.
Whether it's an email campaign, DRTV spot or announcer read, your calls-to-action should be loud and proud, front and center. In a DRTV or podcast (or radio) spot, it's not uncommon to hear an advertiser's website or phone number three or even four times. Perusing the most recent email blast in my inbox, I counted 36 CTAs directing me to either shop online or visit one of this particular retailer's brick-and-mortar locations.
So don't leave anything to chance. Once you've made your compelling pitch on how your product/service will benefit your audience, make sure they know exactly what to do and how to do it to capitalize on your offer. You've got them on the hook, don't let them get away because your lines of communication weren't strong enough.
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3. Say When
In addition to the "how," "what" and "why" of your ad, perhaps the most important of all is the "when?" Creating a sense of urgency is extremely effective in improving response rates. Like they say, "Sometimes you don't know a good thing until it's gone." So remind your audience up front that your offer won't be around forever.
In our 25+ years of experience, we've found that offers that include hard deadlines outperform those with generic timelines. "Order before March 5 and get 10% off" is more effective than, "Save 10% when you order."
You've convinced your audience why they should act by demonstrating the value of your product/service, ideally with a special offer. You've offered direction on exactly what they must do and how they should do it to get your offer. Now tell them when they must act by to reap your reward. The sense of urgency you create in doing so is sure to get them moving.
If you're not already putting to use these three expert tips in your ad campaigns, it's time you start doing so. As a result, your response rates will increase. And that's a promise.
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