Get the offer right and you are a long way towards a successful direct marketing campaign.
A great offer sent to the right market can work even if the copy is terrible. It doesn't give me a warm, tingly feeling inside to say that but, it's true. I do get very excited when I have clients with bad marketing that works - simple because it means that there is a market and their offer is working in it.
It's not that hard to take them to the stratosphere.
So if you know your offer needs strengthening, here are 3 rules.
Offer Building Rule 1: Add a free gift.
It may sound a little weird to you but adding gifts really adds to the response rate. I've used this exact tactic in my own business: Newsletter Marketing Systems. And it has increased conversion rates every time.
The strongest gifts seem to be purely 'fun' gifts. Things that are enjoyable and not necessarily related to the product you are selling. John Dwyer is fond of saying the three universal gifts are holidays, fuel and booze. You can give them away with anything.
Offer Building Rule 2: Be sure that your offer is the best solution to their problem
Strictly speaking, this might be a copywriting tactic but it is important - because it is so commonly overlooked.
While I am writing this it's hard to not see an infomercial for the Nutribullet. It's some high powered blender for making nutrient drinks. Its two chief competitors are juicers and blenders - so they address that repeatedly in the infomercial by saying 'Blenders make smoothies, Juicers make juice - nutribullet makes nutriblasts' (which are completely different to smoothies and juicers) so you can't just think to yourself "I've got a juicer/blender I don't need this."
Instead you are thinking, "I've got a juicer and a blender and I should throw them out and get a Nutribullet. Then I'll lose weight."
Offer Building Rule 3: Present the best value and pricing possible
There is always a way to make anything seem like better value. Often times we just get lazy. Can you actually put a price on an extra 10 years of healthy life? Take the Nutribullet thing again, if in any way they could present that drinking nutriblasts adds 10 years of high quality life to a person - the 3 easy payments of $29.95 (or whatever it costs) are now completely trivial. Or are you are happy to die 10 years sooner because you won't spend $90...
Before it was a $90 blender. Now it is almost priceless way to cheat death. This sort of change can be done for almost any product.
A great offer sent to the right market can work even if the copy is terrible. It doesn't give me a warm, tingly feeling inside to say that but, it's true. I do get very excited when I have clients with bad marketing that works - simple because it means that there is a market and their offer is working in it.
It's not that hard to take them to the stratosphere.
So if you know your offer needs strengthening, here are 3 rules.
Offer Building Rule 1: Add a free gift.
It may sound a little weird to you but adding gifts really adds to the response rate. I've used this exact tactic in my own business: Newsletter Marketing Systems. And it has increased conversion rates every time.
The strongest gifts seem to be purely 'fun' gifts. Things that are enjoyable and not necessarily related to the product you are selling. John Dwyer is fond of saying the three universal gifts are holidays, fuel and booze. You can give them away with anything.
Offer Building Rule 2: Be sure that your offer is the best solution to their problem
Strictly speaking, this might be a copywriting tactic but it is important - because it is so commonly overlooked.
While I am writing this it's hard to not see an infomercial for the Nutribullet. It's some high powered blender for making nutrient drinks. Its two chief competitors are juicers and blenders - so they address that repeatedly in the infomercial by saying 'Blenders make smoothies, Juicers make juice - nutribullet makes nutriblasts' (which are completely different to smoothies and juicers) so you can't just think to yourself "I've got a juicer/blender I don't need this."
Instead you are thinking, "I've got a juicer and a blender and I should throw them out and get a Nutribullet. Then I'll lose weight."
Offer Building Rule 3: Present the best value and pricing possible
There is always a way to make anything seem like better value. Often times we just get lazy. Can you actually put a price on an extra 10 years of healthy life? Take the Nutribullet thing again, if in any way they could present that drinking nutriblasts adds 10 years of high quality life to a person - the 3 easy payments of $29.95 (or whatever it costs) are now completely trivial. Or are you are happy to die 10 years sooner because you won't spend $90...
Before it was a $90 blender. Now it is almost priceless way to cheat death. This sort of change can be done for almost any product.
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