Direct response is one of the most powerful methods for driving business using marketing tools and technologies. Put simply, direct response is the process of… asking people directly to do business with you. You can use direct response in paper mail, in email, in social media, in mobile messaging. Direct response is anywhere and any way you can ask someone for their business.
When you’re trying to figure out why a direct response campaign didn’t deliver the results expected, there’s a simple framework first pioneered by direct marketing expert Bob Stone back in 1967 that can work wonders for understanding what went wrong. It’s called the List/Offer/Creative campaign, or L/O/C for short, and it’s more relevant than ever today in the digital age. I often substitute audience for list, since there are times when you’ve got an audience that isn’t a list, but you’re going to pitch them regardless.
Direct response campaigns usually fail for three reasons, in descending order of importance: wrong audience, wrong offer (value), wrong creative. What’s ironic is that most digital marketers spend their time and efforts in the reverse order, focusing all their time on design and creative, spending less time on the offer or call to action, and very little time on ensuring they’ve got the right audience to pitch.
Let’s tackle each of these areas briefly.
Do you have the right audience? Are you sending the right campaign collateral to the right audience? If you don’t know who your audience is, you’re at best sending spam (by any channel) and hoping someone in your audience is qualified and interested in what you’re offering. Make sure you know your audience first. Collect better or more information on intake forms, use data appending from third party services, ask your customers for more information using surveys – whatever it takes to get a better idea of who your audience is and what they want.
Do you have the right offer? Even if you’ve got the right audience, the wrong appeal to them will make your campaign underperform. For example, sending a student loan offer to a graduating student makes very little sense, but sending a debt consolidation offer might make a great deal of sense. Look at similar advertisements and campaigns to your audience using publicly available comparison tools like Google Adwords or Spyfu. Look at other sites your audience visits. Look at your web analytics and see where else your audience is coming from, then craft offers that resonate with that audience.
Do you have the right creative? You will want to test the daylights out of every creative you use, but only after making sure you’ve got the right audience and offer. Even preferences of a theoretically stable audience can change over time, so don’t stop testing because you think you’ve gotten your audience’s tastes figured out. The only time you can safely stop testing is when you hit a 100% conversion rate. Anything short of that means you still have room to test and improve.
What’s most important about the L/O/C Framework isn’t the individual areas, but the priorities in them. You can fine tune creative all you want, but if the offer is weak, you won’t get more than minor incremental improvements to your campaign performance. You may have the right creative and the right offer, but if it’s to the wrong audience, again, nothing will happen. You must have the right audience first before you can do anything else, so if your campaign results aren’t what you want them to be, start diagnosing with this framework.
Test out Stone’s framework with your most recent direct response campaign and see how quickly you can spot what went wrong. Then make the necessary changes and see if you get some serious performance improvements!
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