HPM Frequently Asked Questions About Cost Per Response
The Most Frequently Asked Question:
Other agencies promised me the sun, moon and stars, and all I got
was a headache…what should I expect from my relationship with
Higher Power Marketing?
You should expect honesty, openness and our passion for your
success. Like many great advertising agencies, Higher Power Marketing
will make some promises, but we’ll also tell you straight
out if we don’t think something’s going to work. Instead
of operating from our egos or from our profit-motive, we'll try
to just tell it like we’ve experienced it…and if we
don’t have the experience, we’ll tell you that too.
As far as the nuts and bolts of per inquiry advertising, cost per lead advertising, cost per call advertising, CPC advertising, cost per response advertising and how we work, you should expect the following from HPM:
You should expect to have at least two different commercials or
ads, in whatever medium you decide to use…radio, TV, print,
what have you. In our experience, being married to one particular
piece of copy is begging for trouble, and if you’re hung up
on using just one ad, trouble WILL find you. What we recommend is
creating two very differently written commercials (or ads) that
to seek to arrive at the same conclusion, i.e., getting the phone
to ring, or a sale to occur. We do this so we can see which one
works better. There’s no way to make a comparison without
using at least 2 different commercials, so be prepared for this.
It’s how we work successfully for all our clients.
You should be prepared to have new copy written and produced if
neither of the original 2 ads are generating the kind of action
we’ve agreed you should be receiving; lack of response is
NEVER the media’s fault…unless they haven’t been
running the ad…but that’s easy for us to uncover. So
if the media has been running the ads and neither are producing,
expect us to come to you recommending that we write and produce
at least 1 more. We do NOT do this to line our
pockets; we don’t make enough profit on copywriting and production
for us to go through the exercise just for the sake of going through
it…we have far better things to do than to drag our clients
and ourselves through the time consuming creative process any more
than necessary. Cost per lead advertising and direct response
advertising is hard work, and sometimes a challenge
to come up with ideas that work…so we try NOT to repeat the
process too many times. But it does happen from time to time, so
You should expect a slower ramp up than you are expecting! Sounds
like doublespeak, but it’s rock solid advice. If you’re
expecting barn-burning results the week after we start, think again…as
a matter of fact, chop that expectation down by at least 50%. The
typical timeframe for being able to see consistent results with
cost per lead advertising is between
5 and 8 weeks…sometimes as long as 12 weeks. Why? Well, because
lots of times the media outlets we’ve placed your ads on had
time/space when we spoke to them about your offer, but when the
ads finally got there, they were sold out…so it took them
an extra couple of weeks to get it on. Why else? Some outlets only
add PI spots at the beginning of a month, so if we’ve trafficked
the ads to them on the 2nd or 3rd or any time just after the beginning
of a month, your ads will sit until the first of the following month.
And there are at least a dozen other reasons, all having to do with
human imperfections…so we counsel patience…and let us
do the best we can for you!
You should expect PI to deliver anywhere from 15% to 50% of your company’s revenue, depending on which combination of media you’ve chosen for us to use for your cost per lead advertising or cost per response advertising campaign. You should expect to have to find other ways of generating anywhere from 50% to 85% of your company’s revenue. PI is not the panacea, but it IS a ground-breaking, innovative way of converting a variable cost expense into a fixed cost investment. PI is not the one and only way to acquire a return on investment, but it IS a real way of saving up to 98% of the cost of radio, TV, print and Internet media costs.
If you still have questions for HPM, please
OR If you know what you want and you want a proposal from HPM .