The Beginner's Guide to Great Direct Marketing Offers
After the mailing list,
the second most critical part of the success of a direct marketing campaign (whether it's print or pixels) is the offer.
The offer doesn't have to be a sale or a special promotion. It's simply whatever people get when they respond to a mailing. It could be a 25% discount, or a free report, or an appointment.
1. Tailor it to your audience
The greater the appeal, the higher the response rate. But, it must fit the people you're talking to. Think about what problem your customers have and come up with a solution that solves it. It doesn't have to be sale price, it can be a free consultation or product samples. A free one-year supply of diapers will appeal to new parents, but not to cat owners.
2. Don't make it too appealing
That may sound strange, but you want to create an offer that will get the maximum response from the right people, without swamping you with people who are a) not qualified b) not really interested in your product or c) not ready to make a commitment.
For example, an offer of a free Lamborghini sent to a list of men between 35-55 will get a stupendous response rate, but cost you a fortune!
3. Consider the commitment
Complicated forms will depress response, as will confusing web sites or signup pages. Higher priced items or business-to-business pitches will get a lower rate than something that's free or aimed at consumers. Business purchases tend to be more expensive, require the input of several people, and have a longer decision-making process.
A real-life example of how this works:
After a grocery delivery, I found two 6-packs of diet soda that I hadn't
ordered. I don't drink diet soda, so I decided to offer it to my neighbors. I put out a sign that said:
FREE
DIET COKE
Delivered by Mistake
Help Yourself!
It had the
three key elements of a direct mail piece:
1) there
was an offer
2) it contained
selling points/benefits, and
3) it included
a call to action.
The offer
includes what you're selling and how much it costs (in this case, free
soda).
The selling
points/benefits explain your product's advantages and how it helps people
who buy it. In this case, the benefits are that it's a brand name product,
it's diet, and it's being given away due to an error (reassuring people
it's not defective).
The call
to action tells your prospects what you want them to do in order to
take advantage of your offer (help yourself, call now, mail this card,
etc.)
Oh, and
for the record, the soda was gone by the next morning (not bad, considering
my "list" of other tenants was only 5 people).
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