When I first read Dan Kennedy’s book, No B.S. Guide to Brand-Building by Direct Response: The Ultimate No Holds Barred Plan to Creating and Profiting from a Powerful Brand With- out Buying It, I was blown away. For the first time ever, I saw how marketing could equal results—how each action could be tracked. When I found something that worked, I could scale it. And quickly I would. When I found something that didn’t work, it would be eliminated quicker than an anchorman after a vulgar tweet.

Many direct-response marketers think social media is complete fluff, and for most companies, it is. That is because most marketers do not apply any direct marketing tactics to their strategic approach (if they are even strategic at all).
For the sake of this primetechng, I will share how to apply these principles to Instagram, but they work for all types of marketing. And they should be used accordingly. It is my hope that you will find these principles as profitable as I have.

Direct-Response Marketing Rule 1: There Will Be TRACK- ING and MEASUREMENT: Ever hear that John Wannamaker quote, “I know 50 percent of my mar- keting is working. I just don’t know which 50 percent?” This philosophy is bogus. Everything in marketing is measurable. Everything.
And if it is not, you should find another strategy quickly or fire the person running your marketing. How will you ever know the ROI on your social media marketing unless you track it?

When it comes to Instagram mar- keting, do the following:

1.Use a unique URL and landing page in your bio. This way you know that every lead that comes in came from this source. Use,, or buy a new domain name to create this link.

2.Use a unique email address in your bio description. Create an email address just for Insta- gram so that when leads come in with this “To” line, you know where they came from.

Direct-Response Marketing Rule 2: There Will ALWAYS Be an OFFER or OFFERS

In Instagram, you never want to come across as a sales predator pouncing on his next kill, but you do need to ensure that you are giving your prospects a consistent opportunity to connect and do business with you. If you don’t, you will not realize a return of your marketing dollars and staff resources spent online. Your marketing funnel will launch with the click of your bio link from your Instagram profile’s visitor. Make sure you draw attention to this link in your post description and bio so that visitors are given an opportunity to buy at some time. Remember, you are providing a solution to a need, and you are doing your prospects a service by giving them a chance to buy.

There are many types of offers you can run in an Instagram marketing and sales funnel.
Lead Generation
An incentive for your recipient to pro- vide contact information. This is done through offering something of inher- ent value that is so good your recip- ient would pay for it, except they won’t because you will be giving it away for free.

This can include any incentive such as:
  • A report/white paper/guide
  • Chapter of your book
  • Ebook
  • Video
  • Gift certificate
  • Sample
  • Webinar
  • Checklist
  • Script
  • Templates
  • Swipe file
  • Video training series
  • Ticket to a live event
  • Discount code/certificate

It is possible to sell directly to cold traffic on social media. We do it every day, but there are a few key things to remember.

There should be some- thing special about your offer, such as:

  • It is being sold there first.
  • It is being sold for less money.
  • It starts with a free trial.
  • It comes with bonuses.
  • It is time sensitive.
  • It is an outrageous offer—as in it is so good it is impossible to say no.

In contrast, if you sell the exact same thing on social media as you do everywhere else, for the exact same price, then you are most likely not going to realize great results. Social media is a cocktail party, not a shop- ping mall, and the only way to get people to pay attention to something being sold is to make sure it is a really good deal. Do that and everyone will pay attention and want in first. At any one time, only a small per- centage of people have intent to buy. According to Google, 18 percent of local searches leads to sales in con- trast to only 7 percent of non-local searches
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  • For the rest of your target market, you need to create intent, so an incentive is needed.

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