Steps 2-4: The Art of the Sale
2. The Offer. What makes the consumer respond to a direct response campaign? A compelling offer that he can’t get anywhere else. As the offer drives sales it becomes a highly measurable tool to judge the effectiveness of the campaign.

3. The Creative. The creative is still the focal point for the art of building the brand and the creative in an integrated brand / response campaign has a specific measurable objective – “pick up the phone and call us right now!”

4. The Call-to-Action. The call-to-action is the request for response. This step is the culmination of the offer and the creative. If the offer is compelling and creatively presented, the call-to-action is the clear and focused presentation of the points of contact.