Brand response advertising refers to any form of advertising which results in a reaction you can quantify – an email with a coupon that has been returned by clicking on the email address, or even a phone call. That is it gets people to seek out more information or encourages customers to purchase something in direct response to the advertisement.

Direct response marketing is distinct from millions of dollars worth of commercials on television that entertain or pretend at being clever (image or brand advertisement). However, it provides no evidence that consumers actually buy the item or service being advertised.

 direct response marketing

Direct mail marketing usually includes:

  • The envelope's outer layer, often envelopes with the outer envelope, often with a "teaser" (text that attempts to convince the reader to take the envelope open) on it.

  • Sales letter (short or long)

  • "Lift letter" is a brief letter or note written by an individual other than the one who is named in the sale letter (helps to increase response)

  • Brochures: (optional – sales letter often more effective with it) provides information about the product or service.

The most important aspect will be the sales letter.

A successful sales letter typically includes these components:

  • Preheadline (optional): is a shorter headline that is placed above the main headline to entice readers to read the headline

  • Headlines: these are it is the one that gets the highest amount of attention, therefore the most important element of a sales message (at the very least, 11 kinds of headlines)

  • Greeting: addresses your prospect

  • Promise: what your product or service can do for your prospective customer

Image: explains the way your product or service will benefit your prospects' lives (gets your potential customer to imagine her in the new scenario)