Direct response advertising is not advertising that builds a brand image.
It is advertising that asks for some type of response.
The requested response doesn’t have to be to buy. It can be to ask for a free special report, or a free consultation.
What you are doing is asking the prospect for a yes or no answer. If they say yes, they are placed into your “sales funnel”. Once they enter your sales funnel, you can start building a relationship with them. And guess what? People are much more willing to buy from someone they have a relationship with.
Also remember that people are more willing to buy something expensive from you if they have previously bought something less expensive from you first.
Direct response copywriting or advertising can be tracked. And that is where is really gets fun because you can evaluate the response of customers and prospects, do more of what works, and stop doing what doesn’t work.
It’s all about providing value.