Letter of Inducement
The third method of creating desire is through inducement and inducement is the most important of all, for you may argue, prove and persuade to your heart's content, but if you don't induce your prospect to act, it will avail nothing.
You have been nearly sold hundreds of times on many things. But why didn't you buy? Simply because…..the necessary inducement was lacking. The one thing that would crystallize all that had gone before and leaves you no loop-hole for escape was not there.
Inducements take many forms, but they must all appeal to one fundamental motive — gain. This may be financial, physical, mental or social or any one of many other kinds of gain — but it is always gain — your gain — if it is successful.
What is probably the most commonly used form of inducement is something along this style.
"To prove to you the confidence we have in our product we are going to make you this proposition — we will ship you any McCray refrigerator you select and if it is not found to be exactly as represented, we will not only refund the full purchase price, but we will stand freight charges both ways."
A variation of this is the offer of a trial for certain number of days or a trial which takes the form of actual consumption of the product as, "Smoke five and return the remainder if not satisfied," or "Order a case and try three bottles at our expense.”
The inducement offered, however, must always be open and aboveboard. It may be clever to trick your reader into falling for your inducement, but if that inducement leads a man into believing that he is going to get something more than you are going to give him, it is bad business and bad ethics. Make your offer plain…state exactly what you will do and there will be no misunderstanding to clear up.
It isn't necessary to give valuable presents away to induce action. The public is reasonable. It appreciates that business is business. But it also appreciates that misrepresentation is fraud.
The man who received a letter announcing that he had been elected an honorary member of an important society — would he please sign and return the enclosed acceptance card — was flattered and induced to quickly oblige. But when he discovered shortly after that this was simply a clever scheme to interest him in a set of books the society expected to publish, he was — and had a right to be disgusted.
The action end of an inducement is generally in the form of a coupon or postal card. These should be simple in form and contain the exact conditions or terms of the offer.
Letter of Inducement :
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