Direct Mail Offers: Eight Steps to Making them Effective
Every direct mail package you drop in the mail should contain an offer. The offer is the incentive or reward that motivates prospects to respond to your mailing, either with an order or with a request for more information. "Subscribe to Hook, Line and Sinker today and save 45% off the newsstand price" is an example of an offer. To be effective, your offers must pass eight tests.
Test 1. Is your offer specific?
"Visit our website for more information" is not an offer. Your offer must be specific and tangible.
Test 2. Is your offer exclusive?
Are you making your offer only to a select few (and making them feel that they are an exclusive bunch), or are you making your offer to everyone and his dog? For example, is your mailing envelope addressed to "Occupant"?
Test 3. Is your offer valuable?
Will your prospects perceive your offer to be of value to them? Your offer may be inexpensive for you to offer, but it must have high perceived value to your potential customers. For example, a $100 gift card to The Home Depot has high perceived value to your prospects, but is inexpensive for you to offer if it lands you a sale worth $5,000.
Test 4. Is your offer unique?
Is the deal you are offering only available through your business?
Test 5. Is your offer useful?
Your offer can be exclusive but useless (an engraved pet rock). Or unique and useless (a bag of dust from Mars). Make sure your offer helps your prospects save money, save time, do their jobs better or is something else just as helpful.
Test 6. Is your offer relevant?
You could offer a 40% volume discount on laptop computers to both travelling salespeople and to computer retailers. Both groups buy laptops, both groups appreciate a discount, but only one group buys in volume.
Test 7. Is your offer plausible?
Some offers are too good to be true. Others are silly. I received an email from a spammer, offering me one million email addresses in electronic format for only $240. "Order now. Quantities are limited," he said.
Test 8. Is your offer easy to acquire?
The harder you make it for your prospects to obtain your offer, the lower your response rates will be. So make your order forms clear, simple and short, your toll-free phone number obvious on the page, and your conditions of purchase few.
Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.
 Google News Updated : Sun, 12 Oct 2008 17:51:10 GMT Stem cell promises, obstacles remain four years after bill's approval - San Jose Mercury News San Jose Mercury News - EDITOR'S NOTE: This is first of a two-part series examining the progress and potential pitfalls in California's $3 billion stem cell research program. Researchers find easier way to make stem cells New method generates stem cells safely from mice Publ.Date : Sun, 12 Oct 2008 16:34:39 GMT Obama Gains in States Such as Iowa, Florida Give National Boost - Bloomberg
Bloomberg - By James Rowley and Kristin Jensen Oct. 12 (Bloomberg) -- Democratic presidential candidate Barack Obama is moving ahead in a series of new polls from Florida to Iowa, gains that are helping him maintain a national lead over Republican John McCain. Video: Kids Vote On Campaign '08 Newsday poll: Obama has double-digit lead on Long Island Publ.Date : Sun, 12 Oct 2008 15:51:54 GMT Spotlight on Apple notebooks: 1989 to 2008 - CNNMoney.com
CNNMoney.com - On Tuesday, Oct. 14, Apple will unveil the latest addition to a long line of portable computers that dates back nearly 20 years - to the ungainly, 15.8-pound “Macintosh Portable” that PC World named the 17th worst technology product of all time. This week in Apple: New notebooks, new writers, and more Woz Don't Buy A Mac Laptop* Publ.Date : Sun, 12 Oct 2008 15:23:15 GMT Lisa Marie Presley delivers twins: report - Reuters
Reuters - LOS ANGELES (Reuters) - Lisa Marie Presley, Elvis Presley's only child, gave birth to twin baby girls on October 7, celebrity news TV show "Entertainment Tonight" said on its website on Saturday. Twin girls for Lisa Marie Presley Lisa Marie Presley Welcomes Twin Girls Publ.Date : Sat, 11 Oct 2008 17:17:01 GMT Texas new No. 1 in coaches poll after wild college football weekend - USA Today
USA Today - By Eddie Timanus, USA TODAY The date won't quite live in infamy, but college football followers should remember Oct. 11, 2008, for a long time. Kansas fails to move up in polls Texas grabs top ranking in AP Poll Publ.Date : Sun, 12 Oct 2008 17:18:35 GMT US-POLITICS Summary - Washington Post
Washington Post - WASHINGTON (Reuters) - Democrat Barack Obama has opened a 6-point lead over Republican rival John McCain in the US presidential race, according to a Reuters/C-SPAN/Zogby poll released on Sunday. John McCain and Sarah Palin try new tactics Pittsburgh Paper Picks Obama, Pans on McCain/Palin Ticket Publ.Date : Sun, 12 Oct 2008 15:22:18 GMT "Chihuahua" bites Crowe, DiCaprio at box office - Reuters Reuters - LOS ANGELES (Reuters) - The new terrorism thriller "Body of Lies" failed to take the top spot at the weekend box office in North America on Sunday, becoming the latest victim of moviegoer aversion to movies dealing with Middle East intrigue. 'Chihuahua' still has bite in second weekend at box office ‘Body’ Talk, Baby Talk Publ.Date : Sun, 12 Oct 2008 16:19:10 GMT RSS Parser |
PARLOT::Ebooks, Scripts,
Websites, and more... Each year, advertisers with super sized budgets sink millions of... Read More As a life-long dancer, I know a bit about the... Read More The goal of successful marketing is to create long lasting... Read More As I was preparing for a presentation recently, I was... Read More When asked "what business are you in" many business owners... Read More "I wouldn't pay more than what I charge now."If you... Read More Business cards and greeting cards almost go hand in hand... Read More Here are three alternatives to increase your testimonial numbers or... Read More Multi-level marketing is really a partnership. You go into... Read More Many businesses today overlook the importance of business cards as... Read More You have read part 1 & 2 of this article... Read More To be your own marketing expert you first need to... Read More Make a vow to keep up your marketing schedule in... Read More If you have your own small business, it's important to... Read More Now that you have had a chance to create a... Read More Postcards are perhaps the least expensive way of reaching a... Read More For those new to marketing planning, the thought of completing... Read More When you attend networking functions, what kind of name tag... Read More As a professional service provider, you're paid for what you... Read More A colleague who does work for a nonprofit organization contacted... Read More Do Crucial Market Research For Free, On Your OwnIs market... Read More Ann Landers, Dr. Phil and Roger Ebert take pleasure in... Read More Marketing public relations gives you cost effective ways to reach... Read More Do sales come from your ezine regularly? How many well-written... Read More Simple low-cost postcards have become a valuable business tool for... Read More
Adsense
websites
Marketing and Advertising Techniques of Super Bowl Advertisers
Shine a Spotlight on Your Professional Service Firm
Communicating Our Attitude
Two of the Biggest Hurdles
Client Attraction Technique #1: Niche Marketing
Dont Use Yourself as Your Pricing Yardstick
Using Business and Greeting Cards Effectively
Three Alternative Methods On Getting Quality Testimonials with Bonus
What Is Multi-Level And How Should It Be Worked
Marketing With Business Cards
Polishing Your Translation Style - Marketing Your Services
The 3 Unknown Steps of Marketing Success
Marry Your Marketing Plan
5 Tips to Help You Identify WHO To Market To
Youre Halfway There!...Or Not Part 2
Postcard Direct Mail Marketing Tips And Ideas
What to Include in Your Marketing Plan Write-Up
Hello, My Name Is . . . What Your Name Tag Says About You
Your Secret Marketing Weapon
Direct Mail Personalization
Why Market Research Will Help Your Business
Mortgage Marketing - How to Find Your Niche
How to Run a Successful News Release Program
Produce More Sales from your Email Promotions - Part 2
7 Tips for Successful Postcard Marketing
Affordable and Reliable Web Hosting Starting at $4.49/Month
How to Brief a Marketing Agency
A new client recently emailed us a brief here at... Read More
The Top Seven Marketing Mistakes
In my view, nearly all government statistics about reasons for... Read More
Cook Up Something Special: How To Create A WOW Experience For Your Clients
My niece recently graduated from high school, and my family... Read More
Loyalty Cards Systems ? Beware, Some Should Be Avoided
Recently, I discussed a loyalty card system with a vendor... Read More
Maslows Marketing Filter
One of the basics of all marketing and advertising training... Read More
The Death of Product Packaging as We Know It.
It used to be you that if you had a... Read More
Do Not Consider Running the Same Yellow Page Ad until You Read This
Grant Businesses have a love-hate relationship with the Yellow Page... Read More
Good Vibes/ Bad Vibes
Have you ever walked into a store or business and... Read More
Your Ultimate Competitive Advantage
The biggest secret to success in business is to always... Read More
The Great Direct Marketing Conundrum
Many a home business owner has spent sleepless nights thinking... Read More
Top Web Site Blunders by Coaches, Consultants and Experts
Of all the web sites belonging to coaches, consultants and... Read More
How Can I Break Into Cliques?
Have you ever gone to a networking function and seen... Read More
10 Steps To Getting Paid For Your Marketing Materials
How many times have you heard the same sound bites... Read More
T.E.A.M Profit
As you network and meet other business owners, keep this... Read More
The Marketing Recipe: Money, Marketing and Me ? 3 Keys For Success
You have a great product or service? Now, how should... Read More
Promotional Lanyards to Market Your Products and Services
It has become fairly common place to see Id badges... Read More
Mark Twain?s Great Marketing Idea
To tell you the truth (and about 53% of this... Read More
8 Proven Ways to Get Referrals
Do you find it hard to ask for referrals? I... Read More
5 Tips to Heat Up Your On-Line Marketing Using Off-Line Tactics
The internet of course brings a huge arena of marketing... Read More
Roping In Loyal Customers While Making An Extra Profit!
You've probably bought a book or two at one of... Read More
Discovering The Benefits That Hook Your Prospect
Benefits! They're what marketing is all about. No doubt you've... Read More
New Years Planning Critical Success Factors
New Year's is a good time for strategic planning or... Read More
Assumption Based Marketing Vs. Fact Based Marketing
One of the most common mistakes in marketing is making... Read More
How to Save Thousands on Your Marketing
Marketing can be expensive. It doesn't have to be, but... Read More
The M-Word (Marketing) Phase 2
Last month we looked at what you need to do... Read More
Marketing |