5. A response device to respond to the offer. The prospect must be told exactly how to respond to the offer. It could be a phone call, mailing in a coupon, etc.

6. A deadline or cut-off date stated so that the prospect knows when to respond by.

If you incorporate these direct response elements into your advertising, you'll be light years ahead of your competition. They'll still be scratching their head, trying to figure out what you are doing while you're fielding more leads and your profits soar.

Knowing the difference between brand marketing and direct response advertising is a key weapon in today's ultra-competitive market. You need to make the decision: are you going to feed your ego or feed your wallet? Though it may make you feel good about your company, fancy logos, catchy slogans and "name recognition" advertising is wasteful and unprofitable. Maximize the effectiveness of your advertising dollars by creating ads that provide specific clear benefits to the customer.

Tyrell MacGregor is Managing Director of FootBridge Media, a Referral marketing Company that specializes in client newsletter templates and website marketing solutions for Home improvement contractors. Visit them at http://www.footbridgemedia.com

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