StoryBonding&Positioning

One Big Prediction for 2021: The Death of Direct Response Marketing

September 14, 2020 Abdulaziz M Alhamdan M.Sc. Episode 37
StoryBonding&Positioning
One Big Prediction for 2021: The Death of Direct Response Marketing
Chapters
StoryBonding&Positioning
One Big Prediction for 2021: The Death of Direct Response Marketing
Sep 14, 2020 Episode 37
Abdulaziz M Alhamdan M.Sc.

#037 One BIG prediction for 2021 that changes everything.
And one simple strategy.
Those who will use it will turn into millionaires.
Those who will ignore it will be begging, homeless, on the streets.
Which will you be?
Listen, subscribe and discover. 
Podcast Music: THBD - Good For You

Support the show (https://www.buymeacoffee.com/StoryBonding)

Show Notes Transcript

#037 One BIG prediction for 2021 that changes everything.
And one simple strategy.
Those who will use it will turn into millionaires.
Those who will ignore it will be begging, homeless, on the streets.
Which will you be?
Listen, subscribe and discover. 
Podcast Music: THBD - Good For You

Support the show (https://www.buymeacoffee.com/StoryBonding)

## Chapter 15: One Big Prediction for 2021: The Death of Direct Response Marketing

One BIG prediction for 2021 that changes everything.
And one simple strategy.
Those who will use it will turn into millionaires.
Those who will ignore it will be begging, homeless, on the streets.
Which will you be?
Listen, and discover.

### 15.1 Introduction
It's Aziz here, and I can confidently declare this:
Direct Response Marketing will die very soon.
Ads, PPC, cold emails, everything as we know it will forever change.
And in its place, will emerge Hybrid Response Marketing.
In this episode, you'll discover the forces shaping the future that will kill Direct Response Marketing.
And some tips you can begin using today to be on the side of the winners in 2021 and beyond.

### 15.2 Decisions Are Hard
The foundational force that will destroy Direct Response Marketing is Human Nature.
One of the hardest things a human being can do is: Make a Decision.
This is why:
The two basic human fears we're all born with are the fear of high places and the fear of the unknown.
Making a Decision is facing the unknown head on -- When you look at the Latin root for the word decision, it means to Cut Off or to Kill all other options and leave only one. 
And because there is only One decision left and all others are cut off, FOMO, the Fear of Missing Out kicks in. So people start thinking: "Am I making the right decision? Will this work or will I end up facing shame and regret?"
And the more unknown factors are in a Decision, the more paralyzing it becomes.
This is also why making a decision feels almost like jumping off a high cliff -- It feels like that moment before you have to commit to jumping, to leave that high place behind you, and fall head first into something you're not sure is safe.
I even noticed this in myself: The last time I decided to go live in Ukraine, the step that confirmed this serious decision was buying the tickets. When the tickets are bought, there was no turning back, it was confirmed and done.
I remember the stress of having to commit to that jump into the unknown. The first day, I would think: "There is enough time, I'm busy today, I'll do it tomorrow." The next day: "Oh, it's still early, there is no rush, I'll do it another day." Excuses Excuses.
Then, when I knew I had to do it otherwise the ticket price will shoot up dramatically, I would sit myself down, fill in all the information and Passport details and Credit Card number, then sit staring at the screen with the mouse cursor on top of the button that says: "Finalize Purchase". And I froze. Immobile. Like a prey that detected a predator, stopped breathing, and is just trying to survive by making no sounds or movements.
The minutes passed like days. Time even stopped, and all I could feel is tightness in my chest and cold sweat forming on my forehead. The only way to snap out of it was to take my other hand a use it to press on my finger, to force myself to complete that decision, to leave myself no other choice.
This decision was 70% on the scale of seriousness, and I am used to making decisions, and this is something I really really wanted; so imagine how it is for most people who are living a safe life on autopilot minimizing decisions in their day?
No wonder in Direct Response Marketing, if they get a 1% conversion on cold traffic, they consider it an AMAZING return. But even this won't last anymore.

### 15.3 Trust is Lube
Knowing how hard decisions are for humans to make because of human nature and the fear of the unknown, I noticed there is a lubricant that facilitates decisions more than any other.
What's this lubricant? It's trust.
Think about this: 
If your brother or sister or the best friend your trust asks you to do something, would you decide to say No or Yes?
If you went to the doctor your trust and he prescribed medicine for you, would you hesitate to buy it or would you rush straight into the pharmacy demanding they hand over the biggest box of pills they have on hand and you ingested it right away?
Or if you have a family friend, a Lawyer who you've seen and talked with for 20 years, someone you trust and respect... If you ever needed legal advice, would you call him right away or spend weeks wondering, debating with yourself and hesitating?
In each and every case, trust creates action, forward movement, and easier decision making.
Why? Because trust allows you to vicariously delegate the decision and to borrow their confidence.
What do I mean with this?
It's simple: When you have nobody you trust when it comes to a specific topic, you don't have the confidence you'll succeed when you make the decision and jump into that unknown.
But when you trust someone and you know that topic is not an unknown to them, you borrow from their confidence through the trust you have in them, which turns that unknown into a known.
Or, to make it even simpler: When you trust an expert on a topic you need to make a decision on, something fundamental changes --
You don't have to make the big decision to jump into the unknown anymore, which is scary. Instead, you're making a smaller decision -- to trust them to handle that big decision for you. This is a smaller decision made easy and comfortable because trust exists.
I hope this is clear, because it's a foundation for the next parts.

### 15.4 The Problem of Direct Response Marketing
For a long time, Direct Response Marketing has used a loophole in these fundamental truths -- People did not have a trusted expert on many areas of their lives.
For example, when it comes to Financial Matters, people didn't have a financial planner they knew for years, who they trust, invite to their homes. So when a package from a direct response company came to them while they were still making their decision, and they read a 30 pages sales letter, they'll already feel they know and trust that direct response company a bit more than their local financial planner who they've not spoken to at all.
As they say: "In the land of the blind, the one-eyes man is King".
That's the loophole that makes Direct Response Marketing work -- If people are still deciding and have had zero interactions with the local expert they could use, the direct response marketing companies swoop in with their packages, get that person reading for an hour or so, and therefore get marginally higher trust than their local expert -- Which means they get the sale.


### 15.5 Spheres of Trust
However, what changed now is we exist in a time where the internet is allowing something almost magical --
The local expert with a push of a button can create and publish content that builds a Sphere of Trust for him.
Where people will watch her videos while having dinner, which almost feels like they invited her to their home. Or listen to his Podcasts and feel they shared that time together. And over the weeks, months, and years, each local expert, for free, will build a sphere of trust that will only buy from her or him no matter how cool or tempting the direct response sales letter they get, or the PPC they come across, or the Facebook ads they're exposed to.
Think of it like this: If your brother in law that you like had a shop that sells mobile phones, when it's time to buy, do you buy from him first knowing he'll take care of any problems if you needed repair, or would you buy from a random video sales letter that came onto your feed on Instagram?
This is the real kicker, the deep secret: The person who captures the trust will get all the sales, no matter how persuasive, witty, or unique the ads they get exposed to.
Even worse, the Direct Response Companies will just raise awareness of the problem getting people ready to buy only so that those people will rush to spend their money with the expert they trust.

### 15.6 This Is The Future
So how will this kill direct response marketing?
It's simple.
Technology has changed.
More and more competitors are aware of the power of building an Audience. Of building a base of true fans.
And the trend that is building now is: Everyone will be within the Sphere of Trust of some expert they will know, like, and trust.
This means: There won't be people who are lost and detached that Direct Response Companies can come and convert, because they're already attached to and part of the audience of someone else.
And with each day, that audience knows the expert they trust more and more and more, making it harder and harder for any direct response effort to change their minds and convert them.
This is the nail in the coffin of Direct Response Marketing. This is the end of it all.

In another episode, someday in the future, we will discuss Hybrid Response Marketing, which is a clever way to use this trend happening right now so you emerge a winner in business in the future.

And if you have any question about Positioning, whether Personal Positioning, Business Positioning, or marketing and communication, simply send me an email to: mentor@storybonding.com

Stay awesome. And may your glory elevate and skyrocket!