The Most Expensive Advice Is…

Robin Robins IT Managed Services, IT Marketing, IT Sales, Managed Services, MSP Marketing, Technology Marketing

In looking through the classified ads in the back of Response magazine (opposite), I was appalled to discover that not one single advertisement – NOT ONE – used direct response marketing. ALL lacked a compelling headline, OFFER, benefits or testimonials, and MANY didn’t have a means for responding – which is the entire purpose of direct response marketing: to elicit a response!

AdsOne dummy who took out a full-page ad had “Click to schedule a demonstration” without listing a URL… in a PRINT MAGAZINE. Anyone without the basic intelligence to see how incredibly stupid that is and who hires this company deserves to be separated from their money – and there are people buying from them. This is why it’s CRITICAL for you as a business owner to know the difference between a good lead generation ad and a bad one. Maybe you can’t write a sales letter, but you SHOULD be able to look at a sales letter, ad or other marketing campaign and at least spot BASIC errors; otherwise you’ll end up spending buckets of money from one failed marketing campaign to the next.

Remember, the most expensive advice is BAD advice – and if you wouldn’t take counsel from an IT security company who didn’t know how to set up a firewall, be careful about taking advice from “marketers” who don’t understand direct response.