By Brian Darrow
Dec. 2004
© R-Design, Inc.
Once you’ve got the basics of a direct mail campaign down, learned the importance of a good mailing list, and written some great sales copy, it’s time to close that sale with a good, solid offer. The offer is what takes the interested prospect and makes them run out the door in the middle of a category 4 hurricane just to buy your product. Well, okay there are probably some liability issues with that but if they pick up the phone and call you, that’s probably just as good.
One thing to remember is that your product or service is the most important aspect of any direct mail campaign. If your product or service is bad, no offer will make up for that. Offers come in many shapes, sizes and forms. The idea is to get people to act. Clearly, some things work better than others. For instance:
“Come into Jed’s auto shop today and we’ll take care of your car from top to bottom!”is not a compelling offer. It’s not a bad thing to mention in the sales copy. Obviously having your car taken care of from top to bottom is a benefit of doing business with Jed, but it’s not going to make you run out the door right away. If you want people to act quickly, limited time offers and deadlines are great ways to do that. Jed might try:
“Come into Jed’s auto shop for brake service before April 4th and we’ll change your oil for free.”The key with this type of offer is not to do it too often. If Jed sends out a similar offer shortly after April 4th, people will figure out that they can get a special deal pretty much any time they want and they won’t feel the sense of urgency that you’re trying to create.
Another type of offer that works well is a demonstration or a free trial offer. You’ve probably seen the ads for the sleep number beds on TV that allow you to try out the bed for 90 days before you buy it. People will buy products they like, but first you have to gain their trust. Usually people have to buy your product or use your service before they can trust you. This way, they’re more likely to give your business a try because there is no risk to them.
Most people will also act on an offer if some kind of premium is offered. The better the premium, the better the reaction. You might enter everyone who makes a purchase over a certain time frame into a drawing for a free Caribbean cruise. An accountant might offer a free calculator to new clients. You can use almost anything as a premium. Free books, free meals, free clothes. Whatever you use, it’s best if the offer is only good “while supplies last”. That will create the greatest sense of urgency.
In addition to the above mentioned types of offers, the response to your direct mail piece can be increased if you make it easy for people to order from you. Accepting multiple payment options is the most effective way of making it easy to order. In today’s world where people want things yesterday, offering rush service can increase orders as well. Also, if you can offer a guarantee of a customer’s satisfaction with your product or service, do it. Finally, don’t make outlandish offers. The more believable an offer, the more likely it will succeed. If something sounds too good to be true, most people will think just that.