Characteristics of Direct Response Marketing – E-Commerce Social Media Solutions

Since we are clear that direct response marketing is the path that you should take, let’s discuss the characteristics of direct response marketing.Direct response marketing is designed to elicit a response – That response could be a visit to your e-commerce website, a telephone call, the filling out of a form or simply placing an order.Direct response marketing is traceable – When someone responds to your advertisement, you know immediately which media it came from. For example when I am advertising online using direct response marketing I use a tracking service that allows me to track the clicks and the conversion rate that my banner ads, text ads, and email ads have generated. This allows me to make a great decision based on the results as to what online advertising I should continue to use and which ones I need to eliminate because of their ineffectiveness. The name of the company I use to track my online ads is called Clixtrac.Direct response marketing is measurable – As mentioned before with direct response marketing you can measure the results.Direct response marketing targets a specific audience or niche – With direct response marketing you are not trying to market to the entire world because the entire world is not your customer. You are marketing to a specific audience or niches that are more likely to be interested in the products or services that you have to offer.Direct response marketing has a “call to action” – It instructs the prospect or customer to do something. It demands a response. Here are some examples of call to actions, “visit our website”, “fill out this form”, “call this toll free number now”, “order now and receive a free gift”, “act now because this is a limited time offer”.Direct response marketing uses compelling headlines and sales copy – Direct response marketing uses powerful headlines that are primarily designed to attract interest from viewers to read the entire body of your sales copy. That’s why newspapers use powerful headlines, to get you to read the rest of the article. Take a look at these two headlines from the Daily Mirror newspaper in England, does it get your attention and entice you to read the rest of the article?How Can 59,017,382 People Be So Dumb?This headline perfectly illustrates Britain’s reaction to the re-election of President Bush. Careless Spliffer: George Michael’s Cannabis ArrestThis is really great two-word headline that plays on the George Michael song “Careless Whisper” and a spliff, which is a nickname for a marijuana cigarette.The headline is usually the biggest typographical element on the page. It’s supposed to be the “entry point” into the ad. It’s an attention-grabber. It should also be simple enough to get your point across in a limited space. You don’t want your headline to be too long or complex. Focus on a core problem or a key benefit of what you are offering. The body of your sales copy should also focus on the benefits and clearly explain to your prospects “what in it for them?” if they take you up on your offer.After the body of your sales copy, you have to have as mentioned previously a strong “call to action” that persuades and directs the prospect to take the action that you want them to take. This process that I just briefly described is known as copywriting. Copywriting is the art and science of strategically using words to persuade your intended target to take action. Copywriting is formulaic in nature and its elements consist of a headline, a subhead, body copy, testimonials, an irresistible offer, a call to action and a P.S. at the bottom of the page if you are writing a sales letter to reaffirm your offer or the benefits.

How To Use Pay Per Click To Predict The Success Of Your Online and Offline Marketing Efforts

Can You Use PPC To Predict The Success Of Your Online and Off-Line Marketing?

May 16th, 2006

It is true.

Any business with access to the Internet can predict the succcess of its online and offline marketing by using Pay-Per-Click advertising.

Actually there are

three major benefits to be gained using Pay-Per-Click To Enhance Your Total Marketing Program

The first benefit is to measure the power of certain marketing claims.

This power can be measured in two ways. First what is the market searching for? What is the competition saying? What new approach can you develop to stand out from the competitor and get more people to go to your website?
Now if you go on Yahoo, you’ll be able to see which keywords your prospective customers are using. You’ll know what they want and what they’re looking for. And you can bet that the same thing they’re searching for online is the same thing they want off-line…the need…the same benefits.

Also when you plug in the keywords in Yahoo search you can see what your COMPETITORS are saying. Pretty much they’re making the same claim. And because they’re all saying the same thing, the net visitors don’t pay attention to them anymore. Imagine that you go on Yahoo, you type Blood Pressure and 7 different websites tell you: “Lower Blood Pressure Naturally”. That is an interesting claim, but it has weakened as everybody starts using it.

Beat The Competition: Offer More Specifics

So now you know what your prospects are really looking for: the amount of searches a specific keyword generates, the claims of your competition. So now you can create a plan of ATTACK. How can you make different claims and attract the searchers.

What unique performance does your product give? What honest and totally different claims can you make? For example, I was doing some ads for blood pressure, I wrote : ” Can you lower high blood pressure by using your lungs?”. This is better than saying: “Lower your blood pressure naturally”. And each keyword that you select can be used to create a small ad.

Predict The Success of Your Online and Offline Marketing

And now we come to the second benefit of using Pay-Per-Click to predic the success of your online and off-line marketing.

So you know what the competitors are saying. You can either improve on what they’re saying by being more specific or by taking a totally different approach. If your improvement or new approach is not effective, you will know very easily: NO CLICKS.

If an ad based on a certain claim doesn’t receive clicks, it means it doesn’t interest searchers, and it is your job to change the ad. This way you can get rid of dull marketing messages online, but you also know that these claims won’t interest people off-line either. So if you were about to run a full-page magazine ad blazoning this claim, you’ll save yourself money by not creating an ad on this losing appeal.

A Yahoo Ad or Sponsored Link Is Like A Headline In a 5-Million Subscribers Magazines Or Newspaper

Now the third benefit of using Pay-per-Click advertising to predict the success of your online and off-line marketing is this.

As you test the small ads on the search engine, you can have similar headlines based on the same claims.

You see: your little ad on Yahoo or Google is like your headline in a big newspaper or magazine, a newspaper or magazines with millions of readers who want information, who have needs to solve. So if your Yahoo or Google ad stops them, then you have gained their attention, you must keep their attention to read your full story and order on the spot.

So Pay-Per-Click lets you know the winning appeal. When I write “The War Against Silent Hypertension: Can You Lower Your Blood Pressure Using Your Lungs?”, some people click. So I know that these people are looking for a natural treatment for their high blood pressure, and if only I can deliver on this question, they will read further and eventuallly order. And I am quite sure many companies are spending thousands of dollars on some “dull claims” that don’t make people stop and read.

If only businesses would stop and look at Pay-Per-Click as a testing tool, a natural testing tool, a more reliable testing tool, more reliable than focus group (where people say things to please you). Online people are in their privacy, and in front of the computer, all desires, all yearnings, all obsessions voice themselves in the form of keyword searches. People click because they’re interested. They read because they want the information, it important for them. They’re not reading to please you.

If only businesses could have this approach, they would stop wasting money on dull marketing messages, they would know beforehand their winning appeals so that when they go into newspaper advertising, they can spend their money on a certainty. Businesses would stop gambling their money on uncertain claims, too common claims.

Swans G Paul

Predictions + Commentary For the 2010 Financial Markets

We’re BACK! I hope everyone had a great Holiday… This year should be a great trading year and we will be adding more content, more trades, more educational tips + advice and other helpful items as the year goes on.

This week’s report will be a special edition with our annual commentary intertwined with our weekly commentary below.

S&P 500 / DOW / NASDAQ: As we look at the rise off the bottom from the lows of March 2009, a period of pullback/profit taking will be coming. There is no way that the equity market can fundamentally keep going higher without a healthy profit taking pullback. We find it quite amazing that the market has managed to rise even though the country has had all the turmoil in the economy that the U.S. has seen over the past 18 months or so – perhaps a buy the rumor and sell the news situation??? Perhaps all the sellers left and only buyers with itchy fingers and wads of cash in their pocket were left hanging around…who knows… time will tell – it always does.

We do think that we have seen the bottom in the overall Stock Market from the lows of March of 2009 and that the economy will improve from the misery that we saw in 2008 + 2009 and perhaps the market reacted to that, however the market cannot continue its huge move higher without a major pause or a bubble larger than the one that developed 10 years ago will be put in place – which will end badly for the bullish cause. Keep in mind that the DOW moved about 4000 points in about 9 months.

With that being said, how would we handle this? On a short-term trading program – we would ride the Bull Train until the Bull shows us that he has no more horns left, however… we will take profits quicker than normal on our bullish plays and use relatively tighter stop losses. We wouldn’t commit hugely to any long term bull trend setups. On a long term portfolio situation – we would start to move off any margin in our long term portfolios (starting now) and we would take profits on any “iffy” stocks or equity investments if we were in them. We then would seriously consider buying put options that would cover/help protect our total portfolio on any major weekly bearish signals/setups that showed up on the charts. If the weekly bearish setups start to form a solid bear setup on the monthly charts we would start going to cash (not to 100% cash but do some “healthy trimming down) with continued protection from put options (or the equivalent derivative trade). We aren’t talking a total capitulation as we don’t think 2010 will be a total bear year and we would not be shocked if we ended the year marginally higher but the RISK is there AND there is a decent chance that the market will pullback some time in the 1st qtr and linger all year on the bearish side of things.

There is talk out there that if the economy continues its recovery, corporate profits improve and with other factors getting better that those items will continue to fuel the rise in the US stock markets… however, others say that has been priced in (possibly prematurely so) and that valuations can only get so high before stocks become too pricey. Another concern will be how will the markets react to a rising US Dollar? The Dollar has firmed up and it looks like the bear has been tamed or at least slowed down in that market.

The charts, experience and common sense tells us that the US Stock market will finish lower than 10500 on the DOW by this time next year (how far lower – depends on a lot of factors – too hard to tell at this point)… However – you shouldn’t fight the BULL or major trends too aggressively… Play it smart and be agile and you should be OK!

Interest Rate Futures / Mortgage Interest Rates: The 10 year T-notes Futures are in a bearish trend on the Weekly Charts. We think that the 30 year fixed mortgage rate lows from 2009 will not be breached this year and if the 10 year T-Note Yield ($TNX) breaks 4.25 to the upside (the symbol $TNX and the 10 year T-Note Futures have an inverse relationship) that is a confirmation for the bearish cause in the mid and long side of the debt/interest rate futures market. The country is still mired in a national economic situation and the government’s actions are still a wild card but we don’t see 2009 highs being broke in 2010 on the 10 year T-Note or 30 year T-Bond Futures.

US DOLLAR (Symbol: DX): The Dollar’s bottom looks like it’s getting put into place. There is a higher low on the monthly charts and we are waiting for the Weekly charts as well as constructive daily action to give us a strong weekly signal before we declare that the bear is dead for this market… however, it has firmed up quite a bit and November’s low must hold for us to consider this firming up to be a legitimate bottom forming action.

Foreign Currency (FOREX + Foreign Currency Futures): With the Dollar firming up the FOREX market will be interesting this year.

Quick NOTE: The commentary below will be talking about the actual FOREX currency… Keep in mind – Forex’s symbol can have the USD listed first or second in the currency pair which is a major detail. Currency Futures have the symbol setup by having the Currency listed first against the US Dollar – at least the 6 that we trade do… keep in mind – when it comes to charts, trade direction, etc – there may be an inverse situation when comparing FOREX with Currency Futures. This situation occurs because of how the symbol is created and the implications of it.

In some currencies like the Swiss Franc… the Forex Market has it USD/CHF – ie. US Dollar over the Swiss Franc but the US Futures markets have it setup as CHF/USD – so the charts are inverse. The Canadian Dollar and Japanese Yen are also like that – where the charts on the Futures are “flipped upside down” in comparison to the FOREX Charts. However, the Australian Dollar, Euro and British Pound in the Forex market have charts which look nearly identical to their counterpart in the Futures market. Just keep this in mind as you may see at times that we may “Go Short” the Swiss FOREX and then post the futures equivalent trade which would be a LONG in the Swiss Futures. However, if it was the Euro – you could go long (or short) in either for the same trade – the FOREX pair and the Currency Futures contract trade in the same direction for the Euro, Aussie and BP. It’s not as complicated as it may sound so email us if you have any questions. By the way, most traders don’t trade both markets in the same currency at the same time… some traders trade currency futures and some trade in the FOREX market.

Australian Dollar: Looks Stable and Strong… May see some pullback in the recent uptrend but no major deterioration unless the US

British Pound: Looks Bearish – if the Lows of October 2009 break – the confirmation is in. Volatile markets are ahead.

Canadian Dollar: This looks Bearish and we don’t see any let up in that… the best a bullish Canadian dollar player could hope for is choppy action at this point.

Euro: Tough to call at this point in time. Our take in this currency is that it’s Nuetral and that feeling will turn moderately bearish if the December lows of 2009 are broken.

Japanese Yen: This market is in a bearish trend… We see an attempted firming up process starting to materialize but it’s not there yet.

Swiss Franc: Much like the Yen, this market is in a bear trend, although unlike the Yen – we do see a decent formation of a bottom getting put in place. If the Swiss can break 2009′s lows then all bets are off but this currency is trying to move higher.

Crude Oil: Tough call on this market. A bit volatile… The monthly charts look neutral to me with a bullish bias. The weekly charts point that another good upleg will begin if and when the highs of October of 2009 are broken. Push come to shove – this market probably moves higher.

Grains Futures: With the US Dollar firming up – this market may get a bit wild. I don’t have a clear trend indication at this point on the Grain Future complex. The Weekly charts are slightly bullish and the Monthly Charts are neutral (with slight bearish feel) on Corn, Soybeans, Soybean Meal and Soybean Oil markets. Wheat looks weaker than Soybean or Corn at this moment in time. If December’s lows break, I would lean towards the bearish side of the Wheat market. The weekly charts on Wheat are looking like this market is trying to get stronger but no confirmation yet.

If the grains continue to chop around in the “neutral area” and the Dollar heats up and starts really moving forward – the grain market will probably move lower. There is a lot of “if” in this complex so we would stick to short-term trading if we were you and play the market accordingly. If we get a confirmation through the year on a true Bull or Bear trend – we will obviously point it out in our weekly commentary.

Metals Futures:

Gold Futures:Will Gold continue to move higher? That is the trillion dollar question… Unlike the US Stock market where we feel that the highs for 2010 are probably in for the next 12 months or at the most – aren’t far from their current levels… it’s a tough call on Gold. The Monthly Charts tell us that this metal is due for a pullback however we can’t say that it wont be higher this time next year. We do not see any major weakness, outside of “normal” profit taking in this market in the near future.

Silver Futures: Not as strong as Gold… Potential Double top on the Monthly Charts… We are neutral with a slight bullish bias on the Silver market for 2010. However, we only still hold a bullish bias as the trend is still in place and not because we see a chart that will continue higher with strong setups and constructive action.

Copper Futures: This market is in a super strong uptrend… one must think a pause is near but we wouldn’t “short” this market at this point… you may eventually catch the top or a nice reactionary move lower but you are going to get beat up along the way.

Platinum Futures: Bullish Trend… We don’t see any bearish indications… should trade in a “normal” bullish uptrend on the weekly charts for 2010 – which generally are 3 to 5 week up trends with an occasional 2 to 3 week pause/pullback. The last 13 months or so only saw 2 red bars on the monthly charts so one would think a profit taking period is near, but like copper – you may get hurt trying to find it.

Real Estate: The real estate market is bottoming out however interest rates are heading higher… The good news is that we don’t feel that they will shoot up and mortgage rates are coming off a really low bottom – interest rates should still remain attractive to consumers this year.

2010 should be a decent real estate market and if you have the cash or credit to use – we would recommend looking for bargains to buy in the residential real estate market. How the summer real estate market performs will be a really good indicator on the overall health of the US Real estate markets. Many large markets across the country do well during the summer and many times it’s a great indicator on the health of the overall real estate market.

Some regions of the country still have some additional room to move a bit lower and there are still many places with inventory issues due to the foreclosures that continue to hit the market but buyers are coming back and the lenders seem to be loosening a bit. HOWEVER, keep an eye on FHA mortgages – we wouldn’t be surprised to see the FHA mortgage market seeing some major negative news coming out this year. Lenders did tighten up in 2009 but the FHA mortgage market picked up some of the slack of the type of mortgage clients that people said shouldn’t have gotten a loan but got one anyways through Fannie Mae in past years… ie. FHA was giving loans in 2009 to people who may not be able to adequately afford the home if using the standards that people said Fannie should have been held to in previous years… if the job market doesn’t improve and the economy has another major misstep (or the recover stalls badly) FHA may take some heat and FHA mortgage defaults may be the financial news of 2010! The good news for this FHA situation is that it looks like FHA/Lenders have taken steps to tighten up the guidelines in a fairly reasonable way over the last few months… will it be enough or done in time??? We shall see.

Bottom line – if you need to buy a home to live in and can afford it – we would buy in 2010. If you are looking into buying real estate as an investment – we would start looking for deals and if the price seems right, location is great and the deal seems good – we would go ahead and buy the rental house. We think that the worst is behind us… the market probably has 1 to 3 years left to fully be out of the woods but the national US Real Estate Market probably has bottomed out and if it hasn’t… it’s really close to it. The problem if you wait is that no one will waive a white flag and tell you its OK to buy a home… and by the time you realize it – the market will have moved higher… The risk of missing the move is higher than the possible loss of doing nothing in our opinion – so we think it’s a cautious buy at this time – with the caution being that you need to buy the home right and in the price range that you can afford!

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