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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Published by
Ivan Levison, Direct Response Copywriting
November, 2007
Volume: 22 Number: 11
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Which works better:
"Image" or direct response advertising?
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As you turn the pages of your favorite magazine, you'll
find that most ads fall into one
of two catagories:
They are either "image" ads or direct response
ads. Here are some rough-and-ready
definitions that should make the distinction between them clear.
An image ad attempts to influence the reader's perception
of a company, product,
or service. The ad isn't trying to communicate a lot of facts, or
convince a prospect to
call an 800 number. Instead, its goal is to create a positive mental
picture or "image"
in the mind of the prospect. This image attempts to link the advertiser's
product,
service, or company to a specific lifestyle or set of values. Think
perfume, high
fashion, and automobile company advertising.
Direct response ads attempt to generate immediate action.
They try to get the
prospect to "act now" and order the product immediately
or request more product
information. In order to inspire immediate action, direct response
copywriters have
to be terrific motivators. They must explain key benefits, overcome
inertia and
skepticism, and ask for the sale. Think Franklin Mint, Sharper Image,
and all
inflight-magazine advertising.
So . . . which type of advertising do I think is more
effective?
My answer, of course, is that "it all depends."
Even though I'm a direct reponse
copywriter, I certainly understand and appreciate the enormous value
of image advertising.
After all, if you're Louis Vuitton, all you have to
do is show a gorgeous model with a
handbag and include your famous name at the bottom of the ad.
The whole point is to create a sense of sophistication
and chic. Including any
aggressive sales copy instantly destroys the fragile mystique that
is at the heart
of the brand's identity.
Of course, YOUR company is not named Louis Vuitton.
Or DeBeers. Or Porsche.
Most likely, you've got a modest marketing budget and
are in a hurry to generate
hot, qualified leads that you can turn into sales. That's why I urge
you to stay away
from image advertising and put the proven techniques of direct marketing
copywriting
to work for your business. In advertising. In direct mail. In highly
targeted opt-in email.
The bottom line?
If you have a huge advertising budget, and want to spend
it creating a unique image
for your company, by all means, go for it.
However, if what you really want to do is generate qualified
leads or immediate
revenue, talk with a highly experienced direct response copywriter.
Who should you call?
I know just the guy.
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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com
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Copyright 2007, by Ivan Levison, All Rights Reserved.
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