Our direct response strategy is quite simple:

A) Use A 1-800 NUMBER, NOT A 1-888 OR 1-877

Make it is as easy as possible for prospects to contact you. Use 1-800 numbers exclusively in your advertising (as opposed to 888, 877 or 866 toll-free numbers). The vast majority of people associate toll-free numbers with 1-800 numbers, not other recent variations such as 1-877. You may lose over 15% of your calls "right off the bat" if you are using a "non 1-800 number."

B) USE A 1-800 NUMBER THAT IS EASY TO REMEMBER

Probably the most recommended type of number to use in direct response advertising is a easy to recall vanity number such as 1-800 Remodel. Studies have indicated that people's recall of these numbers can be dramatically higher than non vanity numbers. Alternatively a memorable numeric number such as 1-800 255-1600 provides a measurable advantage over a number like 1-800 374-5679. In addition to giving the appearance of being a more established company, a number like 1-800 255-1600 is much easier to remember.

C) USE 1-800 CALL TRACKING TO TRACK THE PHONE NUMBERS OF YOUR CALLERS

Minimize lost sales prospects with 1-800 call tracking. As you know, prospects may call at all times of day or night. Of course, if a live person doesn't answer, many people will not leave a message or will hang up rather than deal with a voice mail menu. With the call tracking feature offered on the B.H. Communications web site, our clients can view all phone numbers made by callers to its 1-800 number(s) and promptly follow-up on any lost calls.

Obviously, the effectiveness of your ad and the efficiency of your media are major contributing factors to the success of your advertising campaign. However, using every available advantage such as some or all of the three points mentioned above can help make the difference between success and failure. Utilizing these suggestions could add 15% or more to your margin, more than enough to make the difference.