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What is Direct Response and why is it so effective?

It is easy to “get lost” on the Internet. Trying to build the better mousetrap online, cheese and all, and not attract the “mouse” is a waste of time and resources. The key to web success is to get measureable results. That’s where the power of Direct Response web development and marketing can help.

Since prospective customers and clients are one click away from the competition, an effective website needs to persuade them to stay and take action. Direct response websites focus on a defined target audience, create the intended mood from the start, and result in accomplishing at least one of three things: obtain a sale, schedule an appointment or collect a name and email address to be used for future outreach and sales opportunities.

With the right direct response website design and techniques, it is easy to turn visitors into buyers and change the way people think about the products and services offered. The interactive techniques used will humanize a website, drive traffic, collect valuable marketing information and generate sales and leads.

The Internet is the most economic and effective way for businesses to communicate. It is important to have a website that works productively! A smart, interactive direct response website positions one ahead of the competition. Prospective customers will have a higher level of confidence because the website focuses on them and their needs, clearly identifies the products or services promoted, and offers the right solution. And they will be willing to pay for it.

11 Proven WEB SUCCESS TEAM Direct Response techniques that will increase visitor viewing time and get more productivity from a website.

1. First Impression — The look and feel of a landing or home page should be immediately digestible in less than 5 seconds. Imagine leafing through a newspaper and an attractive ad or headline catches you eye. Why? Because it grabs your attention and you can relate to its content.

2. Seek the Balance — The landing page should look designed, not over designed. This may be a matter of “Beauty is in the eye of the beholder,” but there has to be substance, not just beauty marks. For example, flash or music elements can enhance, but also annoy. Remember most viewers want to roll up their sleeves and “window-web shop.” They are looking for something. The question is whether it is “your something!”

3. It Speaks! — “Silence is not always golden.” A website with an audio message that is carefully crafted will give your site added personality, engage the viewer and give them more information in that precious 5 seconds of decision time — whether to stay or vamoose. They can even walk away from the screen and still listen to your site!

4. Fresh Is Good — “Today’s news is tomorrow’s fish wrap.” Make certain your content is relevant, concise, crisp. No bloviating. Use sharp headlines, sprinkle in informative sub-headlines that orient the reader and lead them into the text, and use a smattering of graphics or photos to reinforce the image.

5. Break the Mold — Celebrate your differences. What is it that makes you unique from the competition. Your viewers should know up front they came to the right place. Give them a feeling they haven’t experienced before. An out-of-the- box solution. But don’t get too far from the core. Remember Clinton’s move to the center to capture more winning votes! Unless of course your products or services demand an “off-the-wall” solution.

6. Something for Nothing — You should offer a viewer a caveat for just visiting your site (such as a downloadable report, free offer, etc.). And by the way, while you’re giving it away, capture their name and email for further marketing outreach. We call it in direct response web marketing lingo, an op-in. I always like downloadable pdfs, branded with your contact information. That way your branding is on their desktop and they can refer to the article or content, revisit your site, or contact you. You remain a top-of-mind presence on their computer.

7. It’s Not about YOU — Well it ultimately is, but in this web technique, your viewer wants to see “what’s in it for them.” So it is important to address their needs and concerns, to be the solution to their problem. If you make them feel like they can relate to your site, you are half way to a sale or call.

8. Going Somewhere? — Remember, the idea is to engage the viewer and keep them navigating through your site. The navigation should be logical and easy to maneuver. Some nav bar headings should be creative, not just the simple who, what, where and when. For example, instead of putting a special offer only in the body, put a nav that says Limited Time Offer and in a different color to attract their attention.

9. Two Way Traffic — Communication is a two-way street. Give the viewer ample opportunity to communicate with you. Not just “Contact Us.” Rather develop an ASK page that asks them to tell you their biggest single question about… (what ever it is they need answering) or an online survey. You capture their name and email in the process and can email a response to their question or result of their survey. This also helps you build your email list and develop a relationship with that list.

10. Your Alter Ego — The use of testimonials is important for credibility. Call them rave reviews. It gives the viewer some recognition that people are satisfied with your products and services. Use of audio to accompany the written testimonials is also a novel way to present them.

11. The First Step — It is never too late to implement effective direct response web marketing techniques. As in the old Chinese proverb, “The longest journey begins with the first step.” The beauty of the web and web marketing is that it is a fluid environment. See what’s working for your site, revise it, hone it and improve it. Be clear, talk straight and test and track.

These tips are meant to be used as a guideline to improve traffic to your site, Increase your conversion rates, help turn visitors into buyers, and keep you ahead of the competition. Turning to a web marketer can ultimately save you time and money and increase your success online. The Web Success Team has many proven marketing strategies and techniques that can be viewed at http://www.websuccessteam.com.


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