The Irresistible Offer
There’s another secret to making direct mail pay off and it’s putting an irresistible offer in your letter.
An offer that’s so good people would be foolish to not take you up on it.
Brainstorm to come up with the most potent and irresistible offer you can. If you have trouble, just remember everyone likes something free!
The more irresistible the better.
You want your offer to be something people would be crazy to pass up.
Here’s an example from a very successful ad that used to run for Bob Stupak’s Vegas World hotel.
Listen to this deal and see if you’d wouldn’t act on this if you were an occasional gambler:
“Act now, to receive a virtually free Las Vegas vacation. For $198 per person or $396 per couple I will:
1) Put you up in a luxurious mini suite in an exciting Las Vegas hotel right on the famous strip.
2) I will give you free tickets to a show with name entertainers.
3) I will put a chilled bottle of champagne in your room for free.
4) I’ll let you drink as much as want for free, whether you’re at the gaming tables playing slots or in one of the lounges.
5) I’ll hand you $1,000 of my money to gamble with for free.
6) I’ll let you keep all your winnings.
7) I’ll guarantee you’ll win a color TV, VCR or a faux diamond ring.
Obviously I’m not going to give this incredible deal to everybody in the whole world. There can only be (small number) of these vacation packages available. First come, first served.”
If that’s not an irresistible offer, I don’t what is. The closer you get to something like this the more clients will be falling over themselves to do business with you. By the way this concept took a dying hotel on the wrong side of the ‘strip’, where you had to watch your wallet at every turn, into a super money maker.
Does this give you a few ideas?
Try a specific low-priced (but high value) introductory offer. Or what I do in one of my other businesses is offer information. I give away a free report with a very exciting headline.
You could do the exact same thing. Reports are a perfect lead generator because they have high perceived value, they showcase your expertise and yet they only cost you pennies.
If you were a computer training service you could put out a report entitled “10 Ways to Make Your Employees More Productive”. Then you’d give out valuable advice and the tenth way would be to hire your company for training. If you’re a dentist maybe your report is titled: “7 Ways To Have A Dazzling Bright Smile”.
Creating a report like this would take about 1 or 2 hours. You could easily come up with the information from your own experience.
One more thing: Do you see how the title of your report is really a headline? The title is absolutely crucial because a dumb or witty title will decrease your response. Also, who do you think will request your free report? Only people who are interested your topic. Viola!
The Power of Direct Mail
Why Do not More Businesses and Practices Use Direct Mail?
The 3 Components of Successful Direct Mail
Who Are You Targeting Direct Mail?
The Secret to Selecting A Good List
What Kind of Lists Are There?
Working with Compiled Lists
Cloning Best Customers Using A Customer Survey
How to Get Survey Results?
Analyzing The Results
Working With A List Broker?
Direct Response Lists
3 Guidelines to Selecting Direct Response Lists
The Absolute Hottest List of All
The Copy and Creative
The Formula for Writing A Winning Letter
How to Create Good Direct Mail?
Headlines for Letters
What Headlines Should Do?
Headline Appeals That Last Forever
How to Make Advertising Pay?
How to Create Killer Headlines?
Tips for Better Writing
The Problem-Agitation-Solution Formula
The Irresistible Offer
Make Prospects Take Action Now
Expiration Dates Increase Response
Creating A Compelling Reason Why
Using Overlooked Assets
Holding Names Hostage in Computer
Birthday and Special Events
Using Preferences and Personal Details from Database
Keep Mailing Customer List with Reasons to Buy
Gathering Testimonials from Happy Customers
Bring Back Old Forgotten Customers
Getting The Message Delivered
The Secret to Double-Digit Returns
How to Use Testing for Breakthrough Marketing Results?
What Makes The Test Successful?
Understanding and Profiting from Customer Lifetime Value
How High Is High?
Testing For Maximum Results
What to Test?
Keep Doing What Works
How to Know What Works?
Working The Numbers
Action Steps to Maximizing Profits
The Power of Endorsements and Joint Ventures
Think about Who Has More to Gain Than You Do
Setting up The Deal
The Method to Madness
The Irresistible Offer
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