| In direct mail, the offer is the incentive or reward that | | | | Pros: Effective when your product is either complex or |
| you dangle in front of your prospects to motivate | | | | expensive, or both, and what you want is a sales lead, |
| them to respond to your mailing, either with an order or | | | | not an immediate sale. Also useful when you sell more |
| with a request for more information. | | | | than one thing. |
| Offers follow a "you do this and we'll do that" format. | | | | Cons: Adds to your lead generation costs. Some |
| For example: "Place your order before June 3 and | | | | people collect information but never buy. |
| we'll reduce your price by 40%" or "Phone now and | | | | 4. Free demonstration |
| we'll send you a free demo CD." | | | | You demonstrate your product, usually at the |
| Here are some examples of offers that businesses | | | | prospect's place of work. Example: "Call us toll-free to |
| use to sell their products and services to other | | | | arrange a free, no-obligation demonstration of our new |
| businesses using direct mail. Each of these offers | | | | XYZ Dump Trailer." |
| gives the prospect something for free. "Free" is still a | | | | Pros: An effective way to secure meetings with |
| word that increases response, though it is not as | | | | prospects. Overcomes fears and objections (assuming |
| effective as it once was because readers are more | | | | your product is good). Gives you opportunity to |
| sceptical and because spam filters often delete emails | | | | answer customer questions in person. |
| that contain the word (that's why I've disguised "free" | | | | Cons: Expensive when it involves a sales visit. |
| throughout this message). | | | | 5. Free analysis |
| 1. Free trial | | | | You offer prospects a free needs analysis, survey, |
| Customers try your product or service before paying | | | | audit or check up. Example: "To book your |
| for it. Example: "Try our product risk-free for 30 days | | | | complementary, no-obligation Network Safety Audit, |
| and pay only if you buy." | | | | call us today." |
| Pros: Increases response because it eliminates the | | | | Pros: Attractive because it gives prospects value and |
| buyer's fear of ordering by mail what may prove to be | | | | helps them see how you operate. Helps you qualify |
| unsatisfactory merchandise. | | | | prospects. |
| Cons: Increases cost of processing orders. Hampers | | | | Cons: Expensive when it involves a visit to the |
| cash flow. | | | | prospect's business. Time-consuming. |
| 2. Free gift for inquiry | | | | 6. Free estimate |
| Prospects receive a free gift when they request more | | | | You offer prospects a free estimate of what they will |
| information. Example: "Call now to learn more, and to | | | | pay to retain your services or buy your product. |
| receive your free 2006 Wall-Mounted Day Planner." | | | | Example: "To receive a free estimate of your cost to |
| Pros: Effective at increasing inquiries. | | | | install the new Nampro 767, call us now." |
| Cons: Respondents are usually less qualified, since | | | | Pros: Helps you generate leads. You get a chance to |
| some will just want your gift, not what you're selling. | | | | meet face-to-face with prospects, if necessary. |
| 3. Free information | | | | Cons: Time-consuming. Some prospects will just be |
| You give prospects information that helps them make | | | | shopping for best price. Others will be checking to see |
| an informed buying decision. Example: Free catalog, | | | | if they got a good deal from your competitor. |
| booklet, report, white paper, video. | | | | Expensive when it involves a face-to-face meeting. |