Mortgage Marketing - Broadcast Advertising vs Direct Advertising

Do you know how to design and deploy a marketing campaign?

Even if your ad budget is small you should still plan and measure the results of you advertising. This process is the key to your ultimate success.

You see, there are two types of advertising. The first is broadcast marketing. This category includes TV and radio commercials. While broadcast ads can be effective, they are very expensive and almost impossible to measure.

And you can't manage what you can't measure.

Which brings us to direct marketing. These ads are sent directly to your prospects. Sales letters, coupons, and order ready websites are some examples of this type of ad. But the truth is, any ad that you can accurately measure the results of falls into the category of direct marketing.

The advantage of direct marketing is that it is more science than art. You can key every ad you use and measure the real world results exactly.

This is huge. Through trial and error you can test the effectiveness of your ads. Over time you can gradually improve the pulling power. Eventually you'll have a set of ads that work really well.

More sales for less money.

To get there you must key every ad and keep careful records of the results each produce. Run two ads every time you advertise in any given media. Compare the results and go with the winning ad.

Then write another ad and put it up against your winning ad or control. If it beats your control then use it instead. Keep refining and testing.

This is an ongoing process. Markets change and ads loose their effectiveness after a while. To have a top-notch marketing campaign you must be constantly improving your ads.

To Your Prosperity,

David A. Wells, owner of http://www.Mortgage-Millions.com and author of The Millionaire Mortgage Broker's Marketing Manual, is a mortgage marketing expert who helps mortgage brokers succeed. He can be reached at mortgage@mortgage-millions.com.

Small Business Image

The single easiest way to increase sales is to look... Read More

Offline Advertising Tips

Since most of us are always online and our business... Read More

Media Savvy - Treat Them As You Would Your Best Customer

The ability to lead, persuade and influence are integral skills... Read More

How To Make Your Yellow Page Ads Work

I hear it often, "advertising in the Yellow Pages directory... Read More

Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy

If you want to sell more ad spaces, you must... Read More

3 Simple Steps to Getting Thousands in Free Advertising

Many entrepreneurs believe that they understand what public relations is,... Read More

How You Measure Yourself Is How You Motivate Yourself

One of the keys to strong positive mental attitude is... Read More

The Shrinking Ad Dollar

CPR CPA CTR... what does it all mean? What it... Read More

How to Use the 3 Most Common Direct Marketing Measurements to Increase Your Profits!

John Wanamaker, a 19th century entrepreneur, once famously made the... Read More

Tips On Writing a Successful Ad

When knowledge is based on truth it is powerful!When it... Read More

Advertising Copy: What?s Really Important?

You labor long and hard trying to create the perfect... Read More

Double Your Sales Potential With Double-sided Business Cards

Swapping business cards is one of the most basic and... Read More

Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

The Not-So-Hidden Persuaders: The Power of The Media Upon Us All

In 1957, a perspicacious young journalist from Pennsylvania named Vance... Read More

The Internet and Beyond - 12 Tips on Writing Better Brochures

Every year thousands of online businesses fail. None of them... Read More

Direct Response Advertising; Radio vs TV

Radio advertising vs. television advertisingMany new advertisers assume that they... Read More

7 Unique Ways To Get FREE Advertising

1. Give Testimonials When you purchase a product or service... Read More

If You Lost 70% of Your New Customers, Would You Notice?

Buyers Don't Rely on the Yellow Pages Like They Used... Read More

Super Secret Tip For Using PPC Search Engine Advertising Successfully

It's not about traffic; it's about generating leads. That's right.... Read More

Choosing a Print Mail Dealer

"Print & Mail is a type of service that... Read More

Seven Ways to Waste Your Money on Yellow Pages Advertising

Each year there is a Yellow Pages arms race where... Read More

Media Savvy - How To Lead, Persuade And Influence

The ability to lead, persuade and influence are integral skills... Read More

A $40 Million Dollar Little Known Referral Strategy

Would you like to know how a car wash chain... Read More

Understanding The Basics Of Advertising

I get the L.A. Times delivered to my door every... Read More