Direct Response Best Practices

Start with Why

Why Are You HereStart with Why

Why am I here?Why are you in this meeting?

It’s Not about What You Sell

“People don’t buy what you do, they buy why you do it.” – Simon Sinek

It’s about Why You Do It

Why Don’t People Respond to a Message?They start with “what” they do• What – We Offer Professional

degrees/certificates to improve your career (Product)

• How - Our programs are 100% Online (USP)

“People don’t buy what you do, they buy why you do it.” – Simon Sinek

Start with Why• Why – We change people’s lives (Motivation)• What – We Offer Professional

degrees/certificates to improve your career (Product)

• How - Our programs are 100% Online (USP)

Direct Response at its Basics:

Attention: Capture the prospect’s attention How will customers find my product offer?

Interest: Maintain the prospect’s interest What information/tools do they need to make an

informed decision? Action: Move the prospect to a favorable action

What actions do I want them to take? (signup for a 14 day trial, subscribe for a price alert)

Direct Response (How)

-Ed Mayer, 1960’s

Overcome Friction, Doubt, or Concern Scarcity Bandwagon Effect Current Events Different offers for different parts of sales funnel

Direct Response (How)

Direct Response (How)

Offers Use High-value Formats

(whitepapers, Webinars, on-demand videos)

Write Amazing Titles for Offer Promise benefit they’ll receive Pose a threat + solution Ask a compelling question Exploit desire for new

information from respected source

Direct Response (How)

Things to Avoid Corporate

gobbledygook Not Delivering on

Promise Being Boring, engage

your audience Less is More Leaving out Social

Sharing Opportunities

Features – The What 100% Online Regional Accreditation Traditional University Ranked Tier 1 Career Advancement

(result)

What Drives Behavior

Benefits – WIFMs Convenience for a busy

life Reputation of academia Respect from employers Stand out from the rest Job Security/Safety

“People don’t buy what you do, they buy why you do it.” – Simon Sinek

Group Activity Pair up into teams

Create your own Golden Circle for a Brand, a Product, or Yourself

Start With Why

“People don’t buy what you do, they buy why you do it.” – Simon Sinek