| |
In direct marketing, your offer can influence your response to a far greater degree than anything else (with the exception of the list). Your potential buyers want to know: 'What's in
it for me?' The offer must be something of value to recipients; and should be virtually irresistible. Think of the offer as the 'motivation' to advance your prospects or customers closer to a relationship or sale.
Now, you might think that the cost of the offer is the most critical element in eliciting a response; but in most cases, the actual cost of the offer has almost nothing to do with response rates. Itšs not what your offer
costs, it's what value it has to the recipient. For example, a white paper or a how-to guide can represent the greatest value of all. |
|
But regardless of the type of offer that best suits your direct marketing program, it must have an expiration date. It's been proven time and time again that response rates increase when therešs a time limit.
It's also important to make it easy for customers and prospects to respond (e.g. toll-free number, fax number, email address, Web site, coupon, or response card). |
|
