35 Direct Response Techniques that Improve Response Rates
August 30, 2009 by Ryan Wheaton
Filed under Marketing Concepts
With back to school in full swing and fall is upon us, it’s time to hunker down and get serious about increasing your response rates.
To help, here is a brain dump of 35 direct response techniques I learned while working at various direct response agencies over the years. While not a comprehensive list, it will at least give you some ideas to work with and help lift your response rates.
Before I dive in to things, remember that direct response is different than general advertising.
Direct response is …
- Sales oriented
- Makes an irresistible offer
- Backs things up with a guarantee
- Prompts the prospect to take action
- Compels the prospect to take action
- Is measurable
General advertising is…
- None of the above
The good news is that direct response applies to both online and offline marketing vehicles.
35 Trusted Direct Response Techniques
- Be selective on where you advertise and how you market
- Target your audience so you don’t waste your time or money
- Always build value
- Establish your credibility
- Make an irresistible offer
- Test several irresistible offers (Be sure to measure ROI)
- Ask for the order multiple times, not just at the end
- Tell them what happens if they don’t take immediate action
- Use an eye catching visual
- Use a caption under your photos
- Use pictures of people throughout
- Include the word “you” as much as possible
- Use a photo of the offer
- Be concise but descriptive
- Tell a story
- Compare your services to something else
- Use black type on white background
- Personalize throughout the message
- Assign a dollar amount to your offer
- Offer a no nonsense unconditional guarantee
- Put a deadline on the offer
- Focus on benefits to your prospect
- Test multiple headlines
- Don’t offer too many choices
- Make it clear why they should do business with you
- Make it clear what the offer is
- Make it clear how they can redeem the offer
- Use compelling testimonials with photos
- Talk about how you’re different from your competition
- Use simple calls to action
Now it’s your turn… help me get to 35 tips that help lift response rates.
Share your response rate ideas in the form of a comment below!
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I'm Ryan Wheaton and I work with martial arts school owners to help them attract more students. Many martial arts school owners are confused at how to best market their business and feel awkward in selling situations. I help them overcome those challenges to become confident and competent in marketing and selling their services - helping them become more profitable so they can live the lifestyle they want to live.