Power Direct Marketing: The Book
A Score and More Ways to Make Your Offer
Offers can be presented many different ways. Depending on not only what your offer is but how it is presented will greatly change the response your audience will give you. For instance, here are three ways to say the same thing:
All 3 are very similarnot exactly alike, but very similar. And yet they "sound" extremely different. Depending on how you use them, your offer will be understood, or not.
Here is another set of similar offers:
Again, 2 ways to say the same thing. Many times a retailer or distributor selling supplies will do a "buy 9get 3 free." Buy 9-dozen pencils and you get 3-dozen free. It works, because you were only considering buying 6-dozen pencils. But with an offer like "buy 9 get 3 free," how can you refuse?
That is not to say that sometimes a straight 25% off isnt better. Sometimes it is; sometimes it is not.
And a third example:
Really, the same thing again. In one case you get a free trial before you pay. In the other you pay up front, but have a money-back guarantee. They are different . . . yet they are the same.
And one more:
These 3 ways of talking about money are equal: 25¢ a day equals $7.50 a month equals $90.00 a year. Which sounds better to you? Which is the better way to talk about how much this is going to cost you? It probably depends; but 25¢ is so little (less than the cost of a cup of coffee) that almost anyone could afford thatand could easily relate the small cost to the benefits of the offer.
Here are some more offers. Selected from magazine, newspaper, and direct mail packages:
What is it that will make the prospect take some action? Your offer must be perceived as having value to your prospect.
Make the most attractive offer you can afford:
Use involvement devices such as:
Test them. They work for both consumer and business, both mail and space. They are creative approaches that work to get action on your offer.
Testing 2 (or more) totally and completely different creative packages and offers will help you learn what will sell best for you.In developing the creative approach for your offer, think about these questions.
The offer must be outstanding. A small percentage of your prospects will buy from you no matter what you say or how you say it.
A large number (usually over 90%) wont give you the time of day, no matter how good or attractive your offer may be.
The difference between these 2 groups is where its at! Its where youll make it or not. The fence sittersmake your offer to this group. Get them to cover over to your side.
An example of a good offer is a true story from Japan.
Many of you have probably visited Japan and have traveled to see 12,389-foot Mt. Fuji. Mt. Fuji is one of those interesting mountains which stands alone. It is not part of a range; it is a solo peak. And consequently makes its own weather.
Many times the mountain cannot be seen from its base. It is foggy and rainy and the cloud cover is so low you cant see the mountain itself. Since most people go to the Mt. Fuji area to see the mountain, they are obviously disappointed if they cant.
At the base of Mt. Fuji there are a number of lakes, and on each of the lakes is a small inn. The owner of one of these inns on one of the lakes has come up with an excellent offer. If you come to the Mt. Fuji area and stay at that particular inn, any day you are there that you cannot see the mountain you do not have to pay your room rent. The room is free.
Now, think about it. This is an excellent offer. Youve gone on a trip to see the mountain. Youre disappointed because you cant. Here is an innkeeper that has recognized your plight. And is doing something about it. So you are a winner.
At the same time the inn wins, too. Why? Because the following things normally happen:
You get the idea. The inn wins because theyve made an excellent offer to you. You win by getting some benefits you didnt plan on.
This is an example of a perfect offer. An offer is not designed to give the store away. The offer is designed to move more merchandise or services and to provide you a reward for doing business with this company at this time.
The idea is that each side gains from the exchange. WIN-WIN!
You want me to buy? Make me an offer I cant refuse!
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.