Transcript THE OFFER * It has often been said that a dynamic offer

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THE OFFER
It has often been said that a
dynamic offer can succeed
even if selling copy is fair to poor
* But the most dynamic of copy
cannot be powerful enough to
make a poor offer succeed
* The ultimate, of course, is a
dynamic offer
dynamic copy
supported by
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Factors To Consider
 There are ten factors to consider when
creating an offer:
1) Price
2) Shipping and Handling not affecting the pricing
3) Unit of Sale; each, two, set
4) Optional Features (Eg. colors, Odd Sizes, etc …)
5) Future Obligation
6) Credit Option (Eg. Credit cards)
7) Incentives (Eg. Discounts, Free Gifts)
8) Time Limits
9) Quantity Limits
10) Guarantees
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Selecting Response Channels
 The four primary channels are:
1) Mail (Postage Free Cards or
Envelope)
2) Phone (Toll-free number)
3) Fax
4) Internet (E-mail)
Merchandising the offer:
1. Free gift offer
2. Get a friend offer
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Merchandising The Offer
 To maximize success, the offers must be
merchandised properly to target markets: _
1) Free Gift Offers – for inquiring, trying,
buying
2) Get-a-Friend Offers, the basic technique to
get a friend offers is to offer an incentive in
apperception for a favor
* Nominal gifts – providing friends’
names
* Substantial gifts – awarded to the
customer for friends to become
customers
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Short-and Long-Term Effect
Of Offers
 Use testing to find the offer that best
matches the target audience and
accomplishes the following objectives:
1) Getting a maximum number of new customers
for a given product or services as quickly as
possible
2) Determining the repeat business factor as
quickly as possible
3) Breaking even or making a profit in the
shortest time
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Ways to Hype Response
There are several ways:
* Terms of Payment: Cash, cash with on
delivery, Open Account, Installment term, Revolving Credit
* Sweepstakes : Prize
* Toll-Free Response
* Publisher’s Letter : short letter from
magazine publisher
* The Guarantee
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Terms of Payment
Five general categories of payment
terms may be offered:
1) Cash with Order
2) Cash on Delivery
3) Open Account
4) Installment Terms and
5) Revolving Credit
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Sweepstakes:
Since the 1970s, sweepstakes offers
have been almost standard for mass
mailers like (Reader’s Digest) and
Publishers Clearing House
The prize structures of those firms
have promised and delivered grand
prizes that fulfill the giddy dream of
becoming an instant multimillionaire
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Toll-Free Response:
Toll-free telephone response (800
numbers) offers the opportunity to hype the
response from just about any offer
Publisher’s Letter:
Another innovative device for hyping
responses is an extra mailing enclosure
known as the “publisher’s letter”
It gets its name from its first usage-a
short letter from a magazine publisher
enclosed in the basic mailing package
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The Guarantee:
People are hesitant to send for
merchandise unless they know that the
product may be returned for full credits
if it does not meet their expectations
Guarantee satisfaction should be
part of any offer soliciting a direct sale
For example, for more than 100
years Sears, Roebuck and Company
has guarantee satisfaction for every
article offered
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Danger Of Overkill:
The power of an offer should not be
overestimated
And the incentive should not be
made so overwhelming that it
overshadows the product or service
being offered
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