Radio Direct Response: Direct Response Radio Advertising Agency | Blog Zone

Two years ago, I spent an enlightening week doing biofeedback training in California, learning how to generate and suppress Alpha brain waves. I’ll save my cosmic revelations for another time, but I recently discovered something in my session notes was worthy of comment in the context of effective direct response advertising. It was a simple, four-line passage shared by
my host.

ASK and ye shall receive.
KNOCK and it shall open.
SEEK and ye shall find.
BUT you have to ask, knock or seek.

We’ve all seen and heard branding advertising messages designed to make us feel a certain way about a particular product or service. Wear this designer label and be admired. Drink this beer and get the babe in the bikini. Drive this car and look cool.

But in our world – the world of direct response radio advertising – our success is measured and judged instantly, daily and weekly. That’s why I can’t stress strongly enough the importance of asking for the order. Clearly. Repeatedly. And with urgency!

Personally, I’m especially fond of short sentences driven by verbs of command.

Call now!
Log on TODAY!
Write down this number!
Make the call!

Best of all, any product, brand or offer can employ these commands without compromising their integrity. I’m not advocating a screaming car salesman approach, simply a payoff to the compelling case you’ve already made for the consumer to use your product or service.

Once you’ve successfully identified the problem and how your product or service will solve that problem, it takes a firm grip and determination to reel in your catch. You’ve earned the privilege. And anything short of generating that lead and closing that sale, while good for the overall brand image, fails to show up on the balance sheet where our efforts are judged and where campaigns live and die.

Ask. Knock. Seek. Succeed.

Mark Lipsky, President & CEO

This entry was posted on Monday, July 21st, 2008 at 9:10 am and is filed under Mark Lipsky. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.