Why is compelling creative so important in direct marketing?
Consumer time spent with the message is usually fleeting. Direct marketing generally not only makes an impression, but requests action, such as making a toll free call which in turn additionally requires recognition, and the writing down of a number. Getting the consumer’s interest, securing the decision to act, and getting that action is the key to success in direct marketing. No advertiser can afford the luxury of a big build-up to wait to tell you what the product is at the end. That’s why “hard-sell” commercials are often used in direct marketing. “Softer” creative has tested with poorer results. Describing benefits quickly is key next to the product name and action requested. Improving direct marketing results requires constant attention to every detail and creative is the first point of consumer sales contact.
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