Do you know the difference between brand marketing and direct response marketing? Well, the difference is quite vast, and if you're looking for an explanation I have one for you. But you should know that what I'm about to tell you is something that your college professors probably know nothing about.

Now we all know brand advertising when we see it. For sneakers the Nike logo is obvious. The Pepsi and Coca-Cola brands are known world-wide. And the Trump name is symbolic (Donald Trump). But with all of these companies known, how is it that this CAN'T be the best way to market your business?

Well it's simple. All of these companies and figures spend millions of dollars in advertising each year. Do you have a million dollars to pour into advertising? Probably not. And if you did have a million dollars to play, I highly doubt that you're going to spend it on marketing. You'll probably take the million and live off of it for the rest of your life.

But back to the topic at hand: brand advertising is for large corporations who have money to blow. But for you, since you are a small business, it's in your best interest to focus on getting customers now. Never rely on "getting your name out there" to do the trick for you. Your ad either works, or it doesn't - and that's what direct response is all about.

With direct response, you hold your advertising accountable. If something doesn't work right away, then scrap it. You could never tell if your ad was working if you did brand advertising. I see brand advertising all the time in magazine and I just sit and ask myself, "How is someone supposed to respond to this ad?"

You see what most businesses do when they brand advertise in a magazine is that, they put up a company logo, a company slogan, a mission statement, and NO contact information. This is a classic case of losing money on advertising. Hopefully you're not running ads like that because if you are, you're wasting a ton of money.

So what should  you do then? Well, the first thing that you will want to make sure of is that in your ad, people have a way of contacting you for more information. Be sure to list your phone number, website, email address, and even your fax number. Give your prospects alot of different ways to get in contact with you.

Remember, you should stick with direct response. If the first month you don't get alot of prospects calling, revise the ad and run it again. Also check to see if there are other advertisers in the publication running a similar ad that you are running. Ideally the magazine that you will want to advertise in is full of direct response ads - because magazines like this are the most responsive.

Now that you know the difference between brand advertising and direct response advertising, it's time to put things into motion.

Good luck with running your ads and getting response from your advertising.

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