Review of the Summit: Direct Response Advertising

One of the strongest parts of last year’s Home Improvement Summit was the number of companies who spoke that were from outside the industry.  Each brought a fresh perspective that the attendees took away with them after the program was wrapped up.

On the topic of direct response advertising, Andrew Gordon was the speaker.

Andrew is the founder and President of Direct Impact Group, Ltd. They specialize in results-oriented broadcast lead generation initiatives. With over 28 years of direct marketing experience, he is recognized as an expert on direct response for both radio and television. He created a communication process that combines brand advertising with the persuasive pulling power of direct response advertising. He currently serves on an advisory group for the Direct Marketing Association’s Broadcast Council, is the Chair of the ERA Television Council and is an active member of the ERA Radio Council. He is a frequent speaker at DMA and ERA Conferences.

Andrew stated that developing highly responsive direct response creative is a science. It is a carefully scripted sequence of 6 essential elements, that must be followed in their exact order, to maximize your advertising ROI.

First, you need an attention-grabbing device. Breaking through the advertising clutter is one of the biggest challenges direct marketers face. You have 2 seconds to grab their attention with such elements as:

  • Humor, sarcasm or the element of surprise
  • Atypical words
  • Conversational language, tone and voice talent
  • Simple visuals, stock photography, footage, animation or graphics

However, unlike in traditional advertising, in direct response you need to get and hold their attention all the way through to the response mechanisms.

The second element is making an emotional connection with the target & tapping on their point of pain. How you uncover this information is the key to your success.

The owner of a business often believes they can provide these answers, but the best resource is the customer and those who are in the front line with the customer.

Andrew stated that Direct Impact Group retrieves their best ‘nuggets’ when they conduct telephone interviews with call center staff,  sales team members and customers (in that order).

In order to determine whether you have adequately tapped on their point of pain you need to ask yourself:

  • Have you put the consumer in a frame of mind where they can look at their problem?
  • Have you connected the consumer with their point of pain?
  • Have you successfully communicated to the consumer that you understand their pain?
  • Have you made it OK to experience this pain (you’re not alone)

The third element is presenting a key feature, benefit and/or testimonial. In direct marketing, there is an old adage: the more you tell, the more you sell. Consumers are confused because so many companies make the same claims. Why should they choose you?  As you compile your features/benefits/testimonials – – imagine the consumer standing over you saying, “What’s in it for me?”.

In the next post I will wrap up this presentation by presenting the final three elements of highly effective direct response advertising.

Should you have any more questions regarding this topic feel free to contact Andrew Gordon directly.

I learned an abundance from your canvassing training. Thank you so much for helping us revise our methodology!

Lynann Everett, Interactive Marketing Manager
RbA of Northeast PA

Dave Yoho Associates’ consultants are the sharpest in the industry, and are incredible communicators, very engaging, and always inspiring. Their industry insight is unmatched, as is their creativity.

Todd Miller, President
Isaiah Industries

The advice we received from Dave Yoho Associates enabled us to increase our volume with 19% less leads in the first year alone!

Joe Francis, President
Shiner Roofing, Siding and Windows

It was an honor for us to have Dave Yoho Associates hold a sales meeting for our team. Everyone was enthralled by the powerful content that we are already implementing 

Rick Otto, VP of Sales
Coach House Garages

Immediately after your training, I ran my first solo appointment and got the order for $16,088! I beat out a reputable local remodeling company whose bid was $4000 less and 

Sara Zarndt-Brickey, Operations
Re-Bath of Illinois

I’ve had the privilege of using Dave Yoho Associates consulting services for the last three years. It’s by far the best single business decision I’ve made. Their structure, training, and 

Michael James, CEO
Classic Exteriors

Dave Yoho Associates provided guidance, advice, best practices, and support to our entire staff. Our company has improved across every level after working with them.

Cris Keeter, Owner
All-States Exteriors

We are grateful to have Dave Yoho Associates work with our entire team. I firmly believe the improved performance of our event marketing team is directly tied to your coaching 

Scott Barr, Steward
Southwest Exteriors

Dave Yoho Associates produced amazing results for us! Every percentage point of improvement in our lead issue rate translated to an additional $500,000 in business.

Brian Leader, Founder
Improveit! Home Remodeling

I would like to thank Dave Yoho Associates for their consulting services. For me, the meaning of ‘value’ is getting more than what you paid for, and their services truly 

Aaron Heth, Director of Sales


Get a FREE 30 Minute Consultation A FREE GIFT
Call Us Now