These days, the line between DR and BR ads seems to be a little fuzzy. With more and more brand response ads featuring direct response CTAs, do we really understand what the difference is?
Brand response aims to create, change or enhance the personality and positioning of the company, product or person being advertised.
Direct response is transactional, measured on how well it encourages an action and how much revenue it generates.
We hear all types of rules. You must vary paragraph length, that eight words per sentence will get the highest readership and that busy layouts will keep the reader interested.
But to make DR ads 'work as hard as possible' is there a bigger checklist of rules we need to follow?
Can you identify the single specific market the ad is talking to?
Your target market should be able to identify with your ad and say "Yes, it's time to solve that particular problem!"
Is there a compelling offer driving them to respond?
The more compelling it is, the greater the value of the responses. Offer solutions to problems or worries.
Does the headline tell the complete story?
Headlines are 70% responsible for the success of your ad. It needs to be of value to your customer.
Does your ad standout on the page?
You need visual impact, white space, a distinctive border...or just something different to make an impact.
Are you solving a problem?
Conversational language in DR ads allows you to talk to prospects one-on-one, getting an immediate, positive response in your solution.
Does your prospect know what they have to do?
Your DR should never be confusing. You need to lead them to the benefit you're offering them.
So, does your DR ad answer all these questions?