Writing for Direct Mail – The Art of the Irresistible Offer

“The Offer” is much, much more than the price you’re charging for your product or service. In fact, I count EIGHT major components that great offers share — and we’re going to take a detailed look at ALL of them.

This is crucial stuff: While most marketers and copywriters spend most of their time developing major themes, headlines and opening copy, we often sleepwalk through the copy that showcases the offer.

We’re all guilty of it — and that’s a big, BIG boo-boo: A compelling offer can easily boost response and average sale amount by 20 percent, 30 percent or even more!

In contrast, an ill-conceived offer can depress or even kill response — and it can also drive your fulfillment costs into the stratosphere, leaving your ROI in the dirt.

So grab a cup-o-Joe and get comfortable. Unless I miss my guess, just thinking about the offers you make on the Internet, in direct mail, in print and in your TV and radio promotions is about to add big bucks to your bottom line.

WELCOME TO THE DAYS OF … “BUT WAIT – THERE’S MORE!”

In the old days, merchants and customers hammered out most purchases face to face. The buyer haggled for the best price and asked the merchant to sweeten the pot by adding something extra.

The advent of mass marketing changed all that, of course. Today, direct mail consumers are accustomed to having your best offer presented to them on a silver platter.

And now as never before, the pressure is ON. With every passing day, our prospects are exposed to ever-more-amazing offers — especially on TV, in the mail and on the Internet.

Click on your TV and you’re likely to see Ron Popeil giving away what seems like a whole kitchen-full of free gadgets when you buy his rotisserie oven — or Billy Mays cutting his price in half, doubling the amount of Orange-Glo you get AND giving you free squee-gees and other goodies.

It’s getting ridiculouser and ridiculouser.

When I first launched Health & Healing back in the early 1990s, we offered a total of four free gifts: Two with your one-year subscription, one more if you signed up for two years, and one more if you responded within ten days.

Last week I submitted sales copy for a health newsletter that offered a total of SEVENTEEN free gifts!

What’s that you say? You don’t sell kitchen gadgets, cleaning products or health newsletters?

Doesn’t matter. The simple truth is that your prospects are being conditioned to expect the moon — not just by your competitors, but by every direct mail marketer out there. Any marketer who ignores this sea of change in consumer attitudes does so at his own peril.

What’s more, if the number of free gifts prospects expect you to offer has more than quadrupled, the rest of every great offer has also become more intense and complex.

ANATOMY OF A POWER-PACKED OFFER

Just about every great offer you’ll see is comprised of eight major components:

1. Rationale: Great offers begin with a clear, credible explanation of why you’re about to give away the farm.

Maybe it’s a “Special Introductory Offer:” You’re so sure that once the prospect experiences the benefits your product provides, he’ll be a customer for life.

Or, maybe you’re so worried about a current or impending crisis in his health, finances, happiness, — whatever — that giving him all this good stuff is the only ethical thing an ethical person like you could possibly do.

Whatever your rationale for the amazing, astonishing, truly spectacular offer you’re about to make, put it up in lights!

Better yet, use it to position yourself as a concerned advocate and your new customer’s greatest champion.

2. Discount: Several things to think about here …

FIRST: It’s important to establish your regular price and make it seem like a really good value.

To make your regular price believable, specifics are crucial.

Tell your prospect where your product has been offered or sold for full price or even how many thousands of folks have paid the full price for the product. (In his Internet promotions, one of my buddies even includes a link that opens a separate web page on which the product is offered at full price!)

Then, demonstrate why even at full price your product is a screaming deal. Show how your product will save them or make them many times your regular price.

SECOND: Present your discount in a way that dimensionalizes your role as your prospect’s advocate and champion.

After stating and justifying the regular price, I often say something like, “But it’s so crucial that you get this help now, I don’t want you to have to pay that much …”

How BIG a discount should you offer? In cases when my client allows me to establish pricing, I always go for the 50% Introductory Discount.

“You SAVE HALF!” and “HALF-PRICE OFFER” and “HALF-OFF!” have great visceral appeal. Anything else feels kind of stingy — anything more strains credulity.

THIRD: Take the time to marvel at the piddling amount the prospect will pay. Here again, comparisons will serve you well.

When possible, quantify the monetary benefits the product will deliver and compare it with the almost insignificant price.

Break the regular price down to a daily or weekly figure and compare it with something far more trivial that they spend more on without even thinking about the expense: A gallon of gas, a cup of Starbucks, etc.

3. Purchase Options: Depending on what you’re selling, determining how many purchase options you offer the customer can be a thorny decision to make.

The key is to offer a low-end price point that will get you maximum numbers of new customers, PLUS one or more higher price points to increase your average sale and return on investment.

In the newsletter industry for example, we typically offer a one-year and two-year subscription. (As a rule, the two-year subscription costs somewhere around 1.8 times more than the one-year subscription. That gives prospects a strong incentive to choose a two-year subscription.)

On some occasions, a three-year option is also offered, usually as an impulse item: “Join me for two years for just $179 and get a third year for just $19.95!”

When selling nutritional supplements, I’ve found that a maximum of three quantity options is generally best. Prospects may be invited to order a one-year supply, a six-month supply or a three-month supply, for example.

The key here is to avoid presenting prospects with too many choices. Your chances of losing the sale increase with every extra second your prospect spends trying to decide which offer to go for.

4. Payment Terms: For most of my clients’ new customer acquisition promotions, cash with order is king. But once a year or so, I also work with Boardroom on a “bill-me” promotion.

On the other hand, when crafting promotions for my clients’ customer files, I often consider other types of payment plans — here are just a few options you may want to consider …

Payment Plan: When your key price point — the level at which most of your customers will respond — is relatively rich for prospects’ blood, consider a “ThreePay” or “FourPay” offer.

You collect the credit card number with the order, then bang it for one-third or one-fourth of the total amount each month for three or four months.

By doing so, you effectively lower the perceived price point in your prospect’s mind and should appreciably increase response.

“‘Til Forbid:” When your products are delivered regularly — weekly or monthly for example, this can be a great way to go.

You collect the credit card information up front and then bill the card at regular intervals (monthly is most common) until the customer tells you to stop.

Negative Option: You’ve seen this kind of offer most frequently in book club and CD club promotions. Each month, the customer is notified of the “Monthly Selection” and an “Alternate Selection.” At that point, one of three things happens:

If he fails to respond, the Monthly Selection is automatically sent and his credit card is billed.

If he indicates he would rather have the Alternate Selection, it is sent and his credit card is billed.

And if he indicates that he does not want any selection that month, nothing is sent and his credit card is not billed.

The key advantage to all three of these offer types is that each one lowers the perceived price point. Instead of signing up for $348- worth of books per year for example, the prospect perceives he is only signing up for $29 per month.

5. Premiums: These are the free gifts that prospects receive along with the product they are purchasing.

Typically, in newsletter offers, premiums are timely special reports that provide important information and advice on topics closely related to the theme of the promotion.

Why are special reports such great premiums? Two reasons:

A) Timely special reports that can promise tremendous profit potential have a far higher perceived value than a hard-cover book (perceived value: $29.95) or any other free gift you could possibly offer, and …

B) Printed reports cost only pennies to print and mail, and they can be delivered as PDFs or eBooks on the Internet for free!

When chosing the topics for the premiums you offer, it’s important to make sure that each one emphasizes and clarifies your main theme and/or your product’s USP.

It’s also crucial to create a premium structure that makes the highest-priced purchase option far and away the most appealing to the prospect.

In a campaign for an investment newsletter we just completed, our main theme focused on tremendous opportunities in natural resource stocks — gold stocks in particular — and our main premium was a list of the editor’s 7 hottest gold stocks.

Two-year subscribers were offered additional reports listing the 7 hottest silver and platinum stocks … the 7 greatest energy stocks … and the 7 best alternative energy stocks to buy now.

Prospects were faced with the choice of getting one free gift with a one-year subscription or FOUR free gifts with a two-year sign-up: A real no-brainer if you ask me — especially since they take no risk whatsoever with your super-duper …

6. Guarantee: The stronger your guarantee, the better. One-year guarantees tend to be the most common today. However, I have written Rodale promotions in which you could return a book at anytime in your lifetime for a full refund!

Cheaping out is the biggest blunder you can make in a guarantee. Offer a 60-day or 90-day guarantee and you’re going to get a blizzard of refund requests two or three months out.

Delay your customer’s decision date for a year, and you’ll find that refunds fall precipitously.

Whenever possible, tie your guarantee to your product’s performance. Set a specific benchamark: “XYZ will double your money in gold stocks every three months, or just let me know and I’ll refund every penny you paid.”

In cases where you have significant production costs — or when there’s a temptation for shady customers to take advantage of your generosity and get your product for free — you may need to require that the prospect return the product or “the unused portion” in order to exercise his right to a refund.

If on the other hand, you’re selling something that costs very little to produce — a newsletter, for example — you’re better off telling prospects that in the unlikely event they decide to cancel, they can keep everything they’ve received from you completely without cost or further obligation.

7. Urgency Premiums: Prospects earn these additional free gifts by responding quickly to your offer.

Typically, these “Early-Bird” gifts are given to anyone who responds within 10 days. However, in Internet promotions, they can be for anyone who orders in the next ten minutes!

And I’ve used another type of urgency premium very successfully over the years …

See, I figure that time is the essence: Every second that passes after I’ve presented my offer is an opportunity for my prospect to bail out on me.

Normally, in my direct mail promotions, some 60 to 80 percent of my orders arrive by telephone. That means 20 to 40 percent of my prospects are ordering by snail mail.

And that means they have to take time to fill out the order form, detach it, fold it, put it in the envelope and drop it into a mailbox.

Now, I’m willing to bet that significant numbers of prospects get part of the way through that process and then fail to follow through. In short, I sold them, but I’m not getting their orders.

The truth is, I do NOT want them to order by mail. So why not offer an extra premium for using the phone instead?

Combining a 10-day “Early Bird” bonus PLUS an extra bonus to incentivize folks to order by phone has been a key component of some of my biggest winners ever.

8. Fulfillment Considerations: We Americans are not known for our patience. Instant gratification is big for us.

Giving out our credit card info and then cooling our heels for four to six weeks stinks — and I’m willing to bet that millions of sales are killed every year in this country simply because the prospect assumes it’ll be a coon’s age before his product and free gifts arrive.

So if you can deliver faster, why not shout it from the rooftops?

I have a client who ships his product the very next business day. And I have reams of testimonials from customers who were amazed that their product arrived just three or four days after they ordered it.

Think I mention THAT little gem of a fact in my promotions for him? You bet your bippy I do!

Also: If you’re not charging for shipping & handling of your product or premiums, why not put THAT up in lights? In an industry that routinely charges $6.95 or even more for S&H, your customers will love you for it!

GET OUT OF THE OFFER BOX!

A few months ago, as I was happily reviewing the results a new control had produced on its first outing, I had an idea.

Funny how many little stones can accumulate in your shoes before you notice — but as I looked over the piece, I realized that one of the premiums had been bothering me all along. Reason: It had almost no connection at all with the product or with the main premium.

I quickly called the client and suggested a test: “Panel A” would be the control as-is — WITH the oddball premium, and “Panel B” would be the control WITHOUT it.

To my surprise, Panel B won in a landslide. Not only did eliminating that premium lower our fulfillment cost, it also increased our response rate and average sale!

Turns out, the “HUH?” factor had been turning folks off!

The moral of the story: Allocate cells in every roll-out to test at least one component of your offer. Test a stronger, longer, more specific guarantee … new titles for your premiums … higher and lower price points … new payment options … the works.

I’ll betcha dollars to donuts you’ll be thrilled with the results!

Cause-Related Marketing

Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit.

Embracing a cause makes good business sense. Nothing builds brand loyalty among today’s increasingly hard-to-please consumers like a company,s proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits.

Powerful marketing edge

Cause-related marketing can become a cornerstone of your marketing plan. Your cause-related marketing activities should highlight your company’s reputation within your target market. Cause-related marketing can positively differentiate your company from your competitors and provide an edge that delivers other tangible benefits, including:

  • Increased sales
  • Increased visibility
  • Increased customer loyalty
  • Enhanced company image
  • Positive media coverage

By choosing a cause you are passionate about, cause-related marketing is emotionally fulfilling. It’s a way to merge your profit center with your “passion center” and build a business that mirrors your personal values, beliefs and integrity. If your cause also resonates with your target market, your activities will generate tremendous goodwill and media attention can be its side effect.

Real-World Success Story

Cosmetic dentist Mark McMahon made himself a media mini-celebrity with a thriving practice due in part to his high-profile pro bono work in his community, a strategy that landed him radio and TV appearances in areas where he worked.

McMahon established partnerships with local charities, including a homeless shelter and a shelter for battered women, and offered free dental services to their members. Before each event, he contacted local media and let them know what he was up to. Several TV crews showed up, filmed him treating patients, and later aired the segments on the evening news.

“These events were surprisingly easy to arrange, and every year, they’d help us get press simply by doing these charitable promotions,” McMahon says. “Local television news stations loved the emotional element. And it was obviously rewarding to see patients after we’d treated them who’d been in pain for months talking about how glad they were to be relieved of their toothaches.”

Another project involved the Delancey Street Foundation, a residential education center for former substance abusers and ex-convicts. “I agreed to treat some of their members’ acute dental needs,” McMahon says. “I quickly appreciated the media appeal of transforming the appearance of these rough-looking guys with terrible smiles.”

McMahon captured the event with before and after photos. “These guys had missing teeth and terrible smiles,” he says. “So I had a professional photographer capture before pictures of these guys in street clothes with their snarling faces. After I fixed their teeth, we took more pictures, but this time dressed the guys in suits and ties, now looking like lawyers and accountants, with me sitting right in the middle. The media loved it, and it was great seeing these men looking like new.”

McMahon’s TV appearances created name recognition. “After I did the story on a local television show, I was recognized in my gym by a masseuse who had seen the show,” McMahon recalls. “She said, ‘I was thinking about you this morning while I was flossing my teeth.’ She became a great source of referrals.”

(Excerpted from the book Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort, by Steven Van Yoder)

Getting Started

Cause-related marketing yields mutual benefit. Look for partners with a similar agenda whose goals can be better achieved by partnering with your business. Take inventory of the assets that make you an appealing partner in a cause-related venture.

There are many types of mutually beneficial relationships you can form with your cause-related partner, including special events, sales promotions and collection plans. An easy way to embrace a cause is to team up with a charity.

Whenever Johnny “Love” Metheny, a slightly famous nightclub owner in San Francisco, opens a new club, he shares the limelight with a local charity. “I have a history of including the Leukemia & Lymphoma Society in my grand openings,” says Metheny, who was voted the society’s Man of the Year in 1991. “It’s not only something I feel good about, but it helps us market our businesses to the community and media at the same time.”

Volunteer with an organization. When Eunice Azzani, an executive recruiter, volunteered to serve on the board of the San Francisco AIDS Foundation, she didn’t anticipate that it would connect her with executives from Mervyn’s, Bank of America, and Wells Fargo Bank, all of who eventually hired her to work for them.

“People don’t hire a piece of paper or a process. They hire people they trust,” Azzani says. “Volunteering for a position at a local organization makes you very trustworthy.” She advises business owners to target causes they believe in. “If you’re helping with a cause you believe in, people will see that you care. And they’ll realize you will probably care as much about your work.”

As your partnership takes shape, become ambassadors for each other. Talk about the charitable organization and have flyers available. Promote the organization (and your partnership) on your website and in your newsletters. Ask your partner to extend the same courtesies to you.

Never lose the marketing focus of your community partnership efforts. Even though the work is philanthropy, your cause should generate interest in your company and motivate people to buy from it. Select a cause that is important to your target market, and make sure your target market sees that connection.

Don’t Even Think About Starting a Direct Mail Business Without a Solid Sales Letter

If you are looking into starting a business using direct mail, before you do anything else, make sure you have a well-written, compelling sales letter. Too many business owners spend all of their time creating the magic product and the sales letter becomes an afterthought. Read on to find out what makes a compelling sales letter.

When you are selling with direct marketing it really is the sizzle and not the steak that sells your product. Of course your product needs to deliver what’s promised, but if you don’t tell people about it in a compelling way, they will just be turned off and never make a purchase. You have to pull people in to your letter so that they fell like they have to have what you are selling.

A compelling sales letter will do one or more of the following:

1. It tells a story about an AVERAGE person that started from nothing and overcame a huge obstacle using only the product. This act of story telling is what will make people remember what you are selling. Traditional songs and funny advertising can’t hold a candle towards rags-to-riches storytelling.

2. It causes the reader to create some kind of action. You need to get online, click a button, fill out a form , send in money, call an 800 number, ask for a free brochure, put a label on a letter etc. Without the step of taking action in your letter means that your letter has failed. You need to ask the customer to do something for you or else they won’t move a muscle and they won’t buy your product.

3. It sells and speaks directly to one customer at a time. You will use the word “you” a lot. You will sell to the customer as if they are sitting across from you at dinner. If the customer can feel that the letter is sincere, they will be much more inclined to read it, even though they know it’s a sales letter.

4. Don’t use hype, but make the letter compelling to read. Even if your product can do something amazing, if you sound like a carnival barker, you won’t get the buy-in from your customers. You need to create a fascination for the customer and to make them want to keep reading, but as soon as you start to write things that don’t seem believable they will drop you like a bad habit.

If you can keep those 4 things in mind when you are writing your next sales letter, you will be much farther ahead than 95% of the rest of the direct marketers out there. Keep your customer in mind, get them off the couch and get them over to your order page.

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