Common Language Of Direct Response
basic understanding of the common terminology of direct response
Before we go any deeper, I want to make sure you have a basic understanding of the common terminology of direct response.
So let’s cover some core terms.
The first is lead generation, often referred to as list-building.
Now, lead generation or list-building is the activity of building an email database of prospective buyers.
It’s the process of attracting and converting visitors, prospects… into opt-ins.
It’s the activity of building up a list of potential future buyers. Generating leads which we can follow-up with.
Now, tied to lead generation and list-building is often something referred to as a lead magnet.
Lead magnets are incentives that entrepreneurs, product owners, and marketers give to prospects in return for their contact information. A lead magnet is a piece of digital content or downloadable content that you can get for free. It could be a PDF, a spreadsheet or an infographic. You might even find a video. A lead magnet is a freebie that is offered to prospects and visitors in return for their contact information. It is what we offer them in return for their contact information.
We have a lead capture webpage, also known as an opt-in or squeeze page, or Traffic Captivation page. It is designed to match the lead magnet. It’s basically the same thing.
A lead capture page is a page that offers prospects a free lead magnet in return for their contact details.
You’ll notice that the lead capture page is the first step of the two-step marketing campaign.
After clicking on an ad or a post to social media, an article or a YouTube link, the prospect will land on this page.
A lead capture page is a page that offers a lead magnet in exchange for the prospect’s contact information. This page is usually a sales letter, or a video salesletter (VSL).
Below is an example of a Mixpanel lead capture page. As you can see, they offer a PDF as their lead magnet. In this instance, they are asking for your full name, email address, and number.
Video sales letter, also known as a VSL.
A video sales letter can be described as a short video that conveys your entire marketing message and sales message. This video is designed to sell, it gives an offer and a call for action.
There are many types of VSLs. VSLs are most commonly known as ugly video sales letters. It is just words on a background of white and that’s all.
We have the second primary VSL type, an on-camera VSL. This is the place where the presenter speaks directly into the camera.
Sometimes, hybrid versions are available that have both text and speaker on-camera.
You can add animation, music, and lots of movement to your video sales letters. They can also be static and unmoving.
However, I want to make it clear that a sales letter is a video that presents your entire marketing message, offer and call to actions.
The next step is the long-form sales letters.
This is the most popular method of direct response online marketing. A sales letter is similar to a VSL except that it is almost exclusively text- and image-based. All of it on one page.
It also contains the entire marketing and sales message including the offer and call to action.
Below is the long-form version.
This page’s content is identical to the content and information delivered via the video sales letters. Except that it is being delivered on a webpage with static text and images.
Next, we have what is known as a webinar.
A webinar is an online presentation or seminar. The webinar is usually hosted at a particular time and day.
There are three types of webinars. The live webinar is where you are actually present at your computer and give a presentation. This could be on Thursday at 6:00 Eastern Time. The entire webinar is conducted live, from beginning to ending.
An evergreen webinar is another option. A prerecorded video that plays at a particular time and day. This is again. For example, Thursday could be at 6:00 pm Eastern time.
Then we have a hybrid webinar. A hybrid webinar is one that combines live and recorded. The presenter may appear at the beginning of the webinar to give a live introduction, then play the recorded presentation and return at the end for questions or other variations.
You’ve probably heard me use the term offer many times throughout this book. Direct response marketing is all about the offer or an offer.
We make it a central part of our work because we always offer something, be it a freebie (i.e. Lead magnets are offers that allow prospects to buy products or services.
The offer is simply what your prospect or customer gets from you. It also includes what they have to do and give in order to obtain it.
For example, a lead magnet might offer a PDF for free. To get the PDF, all the prospect has to do is fill in their contact information and hit submit.
There are many types of offers.
Let’s discuss what is called a tripwire deal.
Tripwire offers are nothing more than a very low-priced and low-barrier-of-entry offer designed to make it easy for prospects to say yes to becoming a client or customer.
These are all variants of tripwires.
It is extremely affordable. It is not intended to make any profit or generate any positive revenue. It is simply intended to make it easy for prospects to say yes. Because it requires minimal commitment and poses low risk to the prospect, it has a low barrier to entry. These types of offers are often found in many formats. We’ll cover each in detail in the next chapters.
Next, we have the order form. The order form is the page that you use to collect customer billing and payment information. This page and the form connect to your merchant provider (which we’ll talk about later) and to your bank account.
It is what allows you collect the money and delivers the product.
There are many types of order forms. They come in many sizes and shapes.
Below is a simple order form that SamCart has provided.
Sometimes, on an order form, you will see what is called a bump offer.
A bump offer is an additional impulse item that is included on the order form. This is an additional option that was not mentioned in the original VSL/sales letter. This is an extra item that prospects can add to their order right from the form. It usually requires only a few lines of text and a checkbox.
Here are two screenshots of different order forms. Each form also has similar bump offers. The left-hand one offers a $17 upgrade. The right-hand one has an extra workbook that costs $27.
Both cases require the customer to only check the box on the bump offer in order to add the item.
An upsell offer is then. Sometimes called a transaction maximization deal. It might also be called cross-sell. You might even call it an add-on deal. All are similar, but with slight differences.
An upsell offer, in each case, is an offer made to the customer after they have submitted their order form. After they have submitted their payment details, an upsell offer is presented to the customer.
After entering their credit card information and their contact details, they press submit on the order page. This secures the transaction for the main product. Then they are presented with the option to add another item to their order.
This is usually done in one click. They don’t have to enter their credit card details again.
With any upsell, customers can either accept the offer or click a “no thanks” button or link, or exit the page and not respond to the offer. It’s very straightforward and easy.
An autoresponder is then created. This is sometimes referred to as an automatic email follow-up sequence.
This is just a series of emails that are scheduled to be sent at predetermined times or intervals. This is a screenshot taken from an autoresponder.
You can use a variety of autoresponder software, platforms, and programs. You shouldn’t get too involved in all that. Remember that an autoresponder is nothing but a preloaded set of email messages that are sent out over a predetermined time period (e.g., days, weeks).
Next is affiliate marketing.
Affiliate marketing is a partnership between a product owner, another vendor, another entrepreneur or another marketer. The product owner pays either a flat fee or a percentage of the sales. They may pay the vendor for each lead they generate in some cases.
A product owner selling $100 products might be eligible for a 50% affiliate commission.
You could also promote their product and receive 50% commission or $50 per sale. You would make $500 if you had ten sales.
There are many marketplaces that you can use to find out more about affiliate opportunities. Clickbank, which is information-based, is the largest marketplace to sell digital products. To find the products that appeal to your tribe, email list, or audience, you can search through the various product categories.
The final option is what is known as media buying.
Media buying refers to when you buy advertising or space from a media company.
It could be an online or offline company like a newspaper, television station, or magazine. You could also find it online via blogs, websites or social media platforms.
You are buying media if you purchase an ad or pay to have an ad placed on Facebook. You are purchasing media if you place an ad on YouTube. You are purchasing media if you place an AdWords ad. You are purchasing media if you contact the owner of a website or someone communicating with you.
You are buying media when you pay traffic for another platform.
Does it make sense? It’s good.
These are the basic terms. They are the common language for direct response. You now know. Now you know.