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Episode #285

Three Key Components of Direct Response Marketing | MaryEllen Tribby

In this Episode, you’ll discover the 3 Key Components of Direct Response Marketing, the most important part of your campaigns, the 60:30:10 Rule, Why You Don’t Sell Lingerie to Lumberjacks, Media Buying and more with Genius Network Alumni MaryEllen Tribby. MaryEllen is the CEO of Working Moms Only, founder of The CEO’s Edge,  Best Selling Author and highly sought after speaker and consultant. Recorded LIVE from the Genius Network Annual Event.

Here’s a glance at what you’ll learn from MaryEllen in this episode:

  • What is Direct Response Marketing?
  • How Direct Response Marketing compares to Branding (and which one you want to focus on);
  • Direct Response Marketing Channels you can be using;
  • The 3 Components of Every Direct Response Marketing Campaign:
  • The biggest myths about the copy, offer, and list – and the most important to focus on;
  • The 60:30:10 Rule and why you don’t sell lingerie to lumberjacks;
  • The Most Desirable Traffic Online: __________ Traffic;
  • The Biggest Problems with Joint Venture and Affiliate Traffic and what you can be doing instead;
  • Why Buying Your Way In helps you build a long term sustainable business;
  • The Key Components of Media Buying and using a data card;
  • The difference between an email and direct mail data card – and what to look for;
  • Why split testing your creative is important in your campaigns;
  • The little known (and critical) question to ask your list broker about a given list: (HINT: Usage)
  • Why you must be a detective when reviewing lists and data cards;
  • Where you can find lists, directories, and more;
  • Analysis of a $17 Million Case Study and why relying on joint ventures can cost you over 60% of your revenue;
  • The strategy you can put in place to engage your audience;
  • A key strategy to identify what to focus on with your clients (HINT:  separate your ______ from your _________);

  • Who is MaryEllen Tribby? [01:05]
  • Direct response marketing creates momentum [02:39]
  • Direct response marketing is specific, quantifiable, and immediate [02:52]
  • Why you want to be doing direct response marketing:  It’s ROI based [03:00]
  • Direct mail, TV, space ads, radio, and online are different channels of DRM [03:05]
  • The 3 key components of every direct response marketing campaign [03:17]
    • Copy, Offer, and List [03:25]
    • The copy is the message [03:28]
    • The offer is what the prospect will get [03:33]
    • The list is/are your prospects [03:36]
  • The myth about copy [03:43]
  • The list is responsible for 60% of your DRM success, the offer 30% and the copy 10% [03:56]
  • “You don’t sell lingerie to lumberjacks” [04:19]
  • Endorsed traffic is the most desirable traffic online [04:33]
  • Don’t mail for reciprocation [04:58]
  • To get more traffic, buy your way in with media [05:13]
  • What is a Data Card (case-study examples) [05:25]
    • It talks to you about the list. Who is on that list? [05:39]
    • Mary Ellen discusses the email list and direct mail list [05:44]
    • #1 is the name of the list [05:55]
    • #2 is the universe and pricing of the list [06:00]
    • #3 is the description of your list including the demographics and psychographics [06:39]
    • #5 Advertising specifications [06:55]
    • #6 The last time the list was updated [07:26]
    • #7 Gender break out [07:32]
    • #9 Source of the list [07:40]
    • #10 Unit of sale [08:00]
    • #11 Selection [08:19]
    • #12 The net name policy [09:11]
    • You are a detective when you do media buying—three lists may have one list in common that they use, go after that one card [09:33]
  • Resources you can use [10:12]
  • MaryEllen shares about one sales letter that brought in $17M [10:57]
  • 30% of the sales came from joint ventures, 70% was from media buying [11:11]
  • Survey your list to help you select your media [11:32]
  • Offer gifts in return for surveys [12:00]
  • Follow up with your community with the results [12:16]

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