From 2013-2016 Jordan used direct response advertising to generate responses to lead generation and sales promotions online; for the purposes of creating and leveraging a direct relationship with leads or customers (as individuals); by building a continuing relationship with them that was tracked, recorded, measured, analyzed, and stored in a CRM database for future marketing.
Jordan grew passionate about all aspects of the “Direct Response” approach to marketing online; because of its ability to facilitate successful promotions of products & services (regardless of brand strength).
Products or Services that are promoted with an attractive offer, can be effectively communicated, directly to the targeted customer segment online, & can achieve incredible returns on advertising spend (even for unknown brands).
'Digital Direct Response Advertising' is significantly different from traditional advertising; because it actually aims for an immediate measurable response… instead of focusing on branding.
& It’s different than “traditional sales promotions” in that, included is a back-end system established to build a lasting relationship with respondents, to continue marketing to them in the future, instead of seeking ‘one-off-sales.’
Sales Promotions That Work Online Typically include a discount, gift with purchase, or both as incentives, tied to a hard deadline – And/Or a:
• Conditional Free Trial (Down-payment or full-payment before delivery, No charge until time period elapses, etc)
• Sale on Credit (With or Without Down Payment)
'Lead Generation' Promotions That Work Online are typically free offers used for the purposes of multi-stage selling, designed to:
• Get Prospects to Identify Themselves as Having a Specific Interest
• & Register to Receive Further Communications From You
So you can follow-up with them, & then continue marketing to them in the future. For example, a potential customer going online to claim a ‘free price quote’ based on their personalized specifications, from an insurance broker.
Copywriting Principles Jordan Keeps in Mind (No particular order):
It’s your job to persuade, sell, and get a desired response, using every approach possible.
You need to communicate the value of what you have to offer, justify the price, explain the benefits, and give clear instructions as to what to do next.
Simple language is essential in communications, because it’s the only language that’s understood by most people.
The headline is the most important element in most ads. “The best headlines appeal to the target audiences self-interest, or give news.”
It’s crucial to know what appeals work; sell proven appeals.
People buy benefits, not features.
You should make sure they know what they’ll ‘lose out on’ if they don’t purchase.
To make a point resonate, you should repeat it three times.
“Long copy’ sells more than short copy.” Often “the more you tell, the more you sell.”
You can typically improve the response rate of an ad by setting a time limit on your offer.
Customize / Modify your content & ads to appeal to specific target audiences.