Rules of direct response advertising

If you advertise or plan to advertise your products and services, you will learn a lot from this article today. It will
open your eyes so you can see what no one ever told you about advertising.
What kinds of ads do you run or should I say do you want to run for your business? Do you want the general branding adverts or the direct response adverts?
Let me tell you the difference.
The general branding ads are those ones you see in the papers or see on TV everyday usually from the big brands stating their slogans and making you see their new logos. The job if such ads is to keep the brand in your mind so when the time comes for you to buy a type product they are offering, you will patronize them.
The direct response ads are the adverts that want you to respond right now. For example, if I want to run a seminar, my advert in the papers will want those reading it to respond NOW.
Direct response are also measured. The rule is that you must make more money than the money you spent on the advert. Let’s say you spent N500,000 on a newspaper ad, the sales you make from that advert must be more than N500,000 or it will be considered as a failed advert.
That is the kind of advert I recommend for small businesses. As you grow bigger, you can splash some cash on the general branding advert.
One of my direct response advertising mentors, Dan Kennedy wrote this about the topic. He called it The 10 No BS Rules of direct response advertising.
From now on every ad you run , every flyer you distribute, every  postcard or letter you mail, every web site you put up, every/anything you do MUST adhere to these rules.
To be fair, they are simplistic and dogmatic, and there are reasons to violate them in certain situations. But for now, sticking to them as a rigid diet will work. You can experiment later, after you’ve first cleansed your business of toxins.
Rule 1: There will always Be an Offer or Offers(s)
Rule 2: There will Be a Reason to Respond Right now
Rule 3: There will Be Clear Instructions on How to Respond
Rule 4: There Will Be Tracking and Measurement
Rule 5: Whatever Brand Building Occurs Will Be a Happy By-Product , Not Bought
Rule 6: There Will Be Follow-Up
Rule 7: There Will Be Strong Sales Copy, Not Vague Hyperbole
Rule 8: In General, It Will Look Like  ”Mail-Order Advertising”
Rule 9: Result Rule, Period
Rule 10: You Will Be Tough-Minded Disciplinarian and Keep Your Business on Strict DIRECT Marketing Diet for at Least Six Months.