Tip#5: Advertising Must Change Behavior, Not Just Attitudes

“Favorable consumer attitudes go only part of the way to creating sales.  It’s also the consumer’s accountable actions such as inquiries, product trials, purchases, and repurchases that create profits.”  Direct marketing is about getting viable leads that will eventually convert to customers.  Always include a compelling call to action and make it easy for them to respond.  If you’re not asking them to do something, then it’s not direct marketing--it’s awareness advertising.