If you are promoting affiliate marketing products, there are many different marketing strategies you can choose from.
So which is the most important?
To be successful in this industry, the most important thing for you to learn is direct response marketing.
But many people who are starting out have the first instinct to do brand advertising …
For example, they focus on getting their new logo, getting the business cards made up, getting the fancy website and all that, but all that is a waste of time for a brand new business starting out.
Why? Because you’re not making ANY money!
In the very beginning, you should be focused on just one thing—getting customers.
In other words, you need cash flow. You need to find the quickest way to get paying customers in front of you, so you can get that cash coming in and fund the growth of your business.
But so many people make this over-complicated, when it’s really just a matter of thinking, “What is the shortest path between where I am today and me getting my first customer?”
Is the shortest path placing an ad in the local newspaper? Placing an ad in a magazine that your niche is going to read? Is it going online and placing a Facebook Ad and targeting a certain audience?”
You want to pick that shortest path to making a sale, and then use direct response marketing to get that sale.
Direct response marketing basically means you’re marketing to a specific target audience, and there is a very specific call-to-action.
Here are some examples of calls-to- action …
Telling your prospect to call your 1-800 number for more free information … Tell them to opt-in their name and email on this lead capture page … You could even tell them, “If you’re interested, here’s my email address and send me an email.”
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Direct Marketing versus Brand Marketing
Here’s what separates “direct response marketing” from “brand marketing … ”
Direct response has a measurable action you’re asking for in your advertisement.
Therefore, at the end of your campaign, you know exactly what you spent, and you know exactly what kind of results you get. It could be 30 leads, it could be two sales, but you can actually measure it and see where your money is going.
Whereas with brand advertising, you just put a picture of your logo somewhere, and if you do that millions of times, people will start recognizing your product. This is usually for big companies like American Express, Coca-Cola and so on. It clearly does not work for the person starting out in this kind of business, and it’s about the last thing you want to do.
My advice is learn direct response marketing. And one great person to learn that from would be Dan Kennedy, one of my favorite mentors. I have a lot of his products, and I’ve been to a few of his seminars. He teaches old-school direct response marketing, compared to what you usually see online with the latest internet marketing tactics.
But if you have a choice between learning shiny new tactics that came out last week, or learning proper direct response marketing principles that underlie those tactics, you should definitely learn the latter—because those marketing principles never change over time.
So let me emphasize this again …
The first thing you want to do for your business is learn direct response marketing principles.
With good direct response marketing, you’re actually going to take that lead through a filtering process, or what many marketers refer to as the “sales funnel.”
As they move through each step of the funnel, they are going to learn who you are, what your business is all about, and what kind of value you can offer. Your process is going to filter those leads, so that the only leads that actually get in front of you, are the ones your sales reps have a good chance of closing.
By the time they’re ready to sign-up, they’ll be properly educated on what you do and the value you can provide. Plus, they’ll be preconditioned to want to do business with you over your competition. That’s REAL brand loyalty.
When you start studying direct response marketing, you will learn all of these things. The first thing I did when I started out was literally went and got books by Dan Kennedy and started teaching myself.
There’s also another guy out there named Joe Polish, and he has a lot of great direct marketing products as well.
One of his products is called Piranha Marketing. Nightingale-Conant publishes this course, and you can buy it for around $300-$500.
If you want to learn direct response marketing, it’s one of the best courses you could ever get.
Run your First Paid-Ad
After you cover the basics of direct response marketing, the next thing you want do is focus on setting up and running your first paid ad.
Again, whether it’s newspapers, magazines, Facebook, or whatever it is, set up your paid ad, then place the ad, measure and respond, and then adjust based on the feedback.
Then you go and do it again, and again, and again…
That’s all this business is—it’s a continuous cycle of placing ads, seeing the response, and adjusting based on the feedback.
When you get to the point where you’re making a profit, where you can spend one dollar, and reliably predictably get back a $1.10 or $1.20 and be profitable—then you can start taking those profits and reinvesting them back into the advertising. And that’s how you start scaling your business.
So in conclusion, when you’re first starting out, you need to AVOID branding yourself—avoid getting business cards and a fancy website … And ONLY focus on learning direct marketing. Then apply your new direct marketing skills to Paid Ads and start tracking your results.
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